They say the best gift is one that you’d buy for yourself. That sentiment is one of the unexpected factors changing the face of the gift card market today.
More consumers are buying gift cards for self-use and changing the face of the market. Gift card providers and merchants alike note a trend in consumers buying gift cards for their own use for a variety of reasons that range from using them as money management tools to seeking discounts and loyalty points.
That phenomenon is one of a group of unexpected emerging trends that are influencing the gift card market. Other trends include expanded digital gifting programs, mobile gift card wallets, innovation in loyalty and rewards programs, and the use of new technologies for location-based and time-based marketing.