Get to know the current personas of gift card givers and spenders
Consumers exhibit five distinct gift card behaviors that shape how they give, spend, and manage their balances. Understanding gift card personas helps merchants tailor offers that drive engagement and retention.
34%
The Hoarder
The Hoarder is always saving balances for the perfect moment, waiting for merchants to offer stored value perks like bonus points to maximize their purchasing power.
The Hoarder
The Gifter
The Redeemer
The Strategists
The Forgetter
The Hoarder
25%
The Gifter
The Gifter appreciates receiving gift cards by paying it forward through regifting, not personal use.
The Gifter
The Redeemer
The Strategists
The Forgetter
The Hoarder
The Gifter
22%
The Redeemer
The Redeemer always has a purchase in mind and will likely not hold on to a gift card for very long. Instead, this audience values speed and efficiency.
The Redeemer
The Strategists
The Forgetter
The Hoarder
The Gifter
The Redeemer
14%
The Strategist
The Strategist, much like the Hoarder, is out to achieve maximum value by stacking gift card balances with sales and loyalty points to get more for less.
The Strategists
The Forgetter
The Hoarder
The Gifter
The Redeemer
The Strategists
5%