The North America gift cards market size was estimated at USD 420 billion in 2025 and is projected to be worth around USD 1,281.35 billion by 2035, is expanding at a CAGR of 11.80% from 2026 to 2035. Growing due to increasing digital gifting trends and strong retail adoption across online and offline channels.

North America Gift Cards Market Statical Scope

A gift cards market in North America is witnessing strong growth due to mobile wallet integration and digital gift cards are becoming increasingly popular. To increase consumer engagement, retailers are offering reloadable and personalized gift card options. Corporate gift giving initiatives for employee incentives for employee incentives and rewards are also growing in popularity. Additionally, the use of online gift cards is increasing thanks to e-commerce platforms.

Growing consumer preference for easy cashless gift options robust e-commerce growth and growing digital gift card adoption are driving the market. Additionally, market expansion in the area is supported by corporate reward programs and loyalty initiatives. To increase consumer engagement of retailers and increasingly offering customized and mobile based gift cards. Demand is also being driven by the rising popularity of subscription services and holiday gift-giving occasions.

North America Gift Cards Market Share, By Type, 2025

• Closed-Loop Gift Cards: Closed: Closed-loop gift cards dominated the market with a market share of 24% in 2025, driven by growing adoption in eateries, retail establishments, and brand specific loyalty programs. Personalized and digital closed loop cards are being introduced by retailers more frequently to increase customer engagement and encourage repeat business.
• Open-Loop Gift Cards: Open-loop gift cards were the fastest growing segment in the market with a market share of 20% in 2025 driven by broader merchant acceptance and growing consumer preference for flexible gift options. Multipurpose usability and increasing corporate adoption are contributing to the segment's expansion. Opportunities are being created by increased use in travel entertainment and employee reward programs. Adoption is also being accelerated by the integration of digital payment methods.

North America Gift Cards Market Share, By Application, 2025

• Consumer Gifting: Consumer gifting dominated the market with a market share of 34% in 2025 driven by an increase in demand during seasonal shopping events festivals and birthdays. Growth is being aided by the growing use of personalized gift card solutions and digital gifting platforms. Instant delivery and mobile based gift experiences are becoming increasingly popular among customers. Demand is also being influenced by growing e-commerce activity.
• Corporate Gifting & Incentives: Corporate gifting & incentives was the fastest growing segment with a market share of 19% in 2025 motivated by the growing use of gift cards for marketing initiatives, customer interaction and employee rewards. To increase employee retention, businesses are growing their recognition programs. Segment expansion is also aided by digital corporate reward systems.

North America Gift Cards Market Share, By Type of Consumer, 2025

• Individuals (B2C): Individuals (B2C) dominated the market with a market share of 68% in 2025 driven by growing e-gift card adoption, personal gift trends, and an increase in online purchases. Demand is being supported by rising smartphone usage and the use of digital wallets. Customized gift options are also becoming more popular among consumers. More accessibility is being made possible by the increasing use of online marketplaces. Growing digital literacy is helping the market grow even more.
• Businesses/Corporate (B2B): Businesses/corporate (B2B) was the fastest growing segment with a market share of 25% in 2025 motivated by growing employee recognition programs and corporate incentive programs. Gift cards are being used by businesses increasingly to increase client loyalty. Growth is being aided by the expansion of digital incentive management platforms. Automated reward systems are also being adopted by businesses. Demand is rising as employee engagement gains more attention.
• Institutional/Non-Profit Organizations: Institutional/non profit organizations were a notable segment in the market with a market share of 7% in 2025, driven by the growing usage of gift cards in charitable endeavors, welfare programs, and community service projects. Prepaid gift options for beneficiary assistance programs are being adopted by nonprofits. Accessibility is being enhanced by digital distribution systems. Demand is also being supported by expanding social welfare programs.

Competitive Analysis

The North America gift cards market is highly competitive with the presence of major retailers, digital payment providers, and e-commerce companies expanding their gift card portfolios. Companies are focusing on personalized digital gifting, loyalty programs, and mobile wallet integration to strengthen market presence. Key players include Amazon, Walmart, and Target. Companies are also investing in AI-based customer engagement strategies and digital reward ecosystems.

Segment Covered in the Report

By Type

• Closed-Loop Gift Cards
• Open-Loop Gift Cards
• E-Gift Cards
• Physical Gift Cards
• Promotional & Loyalty Gift Cards

By Application

• Consumer Gifting
• Corporate Gifting & Incentives
• Online Shopping & E-Commerce
• Travel & Hospitality
• Food & Beverages
• Entertainment & Media
• Healthcare & Wellness

By Type of Consumer

• Individuals (B2C)
• Businesses/Corporate (B2B)
• Institutional/Non-Profit Organizations