The U.S. gift cards market size was estimated at USD 350 billion in 2025 and is projected to be worth around USD 1,039.48 billion by 2035, is expanding at a CAGR of 11.50% from 2026 to 2035. Growing due to strong retail networks, increasing corporate gifting programs, and higher adoption of e-gift cards.

U.S. Gift Cards Market Statical Scope

The U.S. gift cards market is witnessing strong demand driven by employee appreciation initiatives and corporate gifts. For convenience, consumers are increasingly selecting digital and personalized gift cards. Online and physical retailers and increasing their omnichannel gift card offerings. Market trends are also being influenced by the increasing popularity of digital entertainment cards and subscription services.

The market is propelled by the growing demand for e-gift cards the use of gift cards in corporate incentives, and the robust growth of retail and digital e-commerce platforms . Gift cards are being used by businesses more frequently for customer engagement and employee rewards. Integration of mobile wallets and customized gifting experiences are emerging as an important growth driver. Market demand is being further increased by promotional campaigns and seasonal shopping events.

U.S. Gift Cards Market Share, By Type, 2025

• Closed-Loop Gift Cards: Closed-loop gift cards dominated the market with market share of 27% in 2025 driven by growing acceptance of digital gift cards a robust retail presence and brand loyalty initiatives. Personalized gift cards are becoming increasingly available from retailers. Growth is aided by the inclusion of mobile wallets. Demand is being further strengthened by app-based gifting platforms and omnichannel shopping methods. More opportunities are being created by the increasing use of AI based personalization tools.
• Open-Loop Gift Cards: Open-loop gift cards were the fastest growing segment with a market share of 23% in 2025, driven by a wider acceptance of merchants and a growing consumer appetite for flexible gift options. Adoption by corporations is steadily rising. Demand is being supported by the growth of digital payments. Growth is being accelerated by cashless transactions and flexible spending choices. Adoption is being supported by rising use in travel and lifestyle expenditures.

U.S. Gift Cards Market Share, By Application, 2025

• Consumer Gifting: Consumer Gifting dominated the market with a market share of 33% in 2025 driven by growing seasonal purchasing activity and e-gifting trends. Personalized gift options are becoming increasingly common. Growth is being supported by the expansion of online retail, demand is also being influenced by social gifting trends and the advent of mobile gifting. Instant digital delivery solutions are becoming increasingly popular among consumers. The section is also being supported by the expansion of celebratory advertising campaigns.
• Corporate Gifting & Incentives: Corporate Gifting & Incentives were the fastest growing segment with a market share of 19% in 2025 driven by an increase in customer engagement initiatives and employee benefits. Businesses are increasing their efforts in digital recognition. Programs for workplace incentives are boosting demand. Companies are spending more money on loyalty plans. More opportunities are being created by the expansion of employee wellness initiatives.

U.S. Gift Cards Market Share, By Type of Consumer, 2025

• Individuals (B2C): Individuals (B2C) dominated the market with a market share of 70% in 2025 driven by the rise on digital gifting culture and online shopping activity. Mobile gifting options are becoming increasingly popular among consumers. Adoption of digital wallets is promoting expansion. Demand is being further accelerated by the growth of e-commerce and customized gift experiences. Adoption is being aided by growing social commerce trends. Growing smartphone usage is also contributing to the segment's expansion.
• Businesses/Corporate (B2B): Businesses/Corporate (B2B) were the fastest growing segment with a market share of 25% in 2025, motivated by growing employee recognition programs and corporate incentive programs. Companies are spending money on client loyalty programs. Platforms for managing digital rewards are fostering expansion. Adoption is also being aided by automated incentive programs. Demand is being driven by an increase in workplace engagement initiatives. The segment is being further supported by the expansion of client retention strategies.
• Institutional/Non-Profit Organizations: Institutional/Non-Profit organizations were a notable segment in the market with a market share of 5% in 2025 driven by growing use of gift cards in welfare programs charitable endeavors and community service projects. Digital gift cards are being used by nonprofits to help beneficiaries and distribute donations. Demand is being supported by community outreach initiatives. Adoption is being accelerated by effective finance allocation of tactics. Growing social welfare initiatives are generating new opportunities. Growth is being further supported by the increasing digital transformation of nonprofit organizations.

Competitive Analysis

The U.S. gift cards market is highly consolidated with strong participation from retailers, payment solution providers, and digital commerce companies. Companies are emphasizing e-gift cards, AI-enabled personalization, and omnichannel distribution strategies. Leading companies include Amazon, Starbucks, and Apple. The market is also witnessing rising competition through subscription gifting and branded loyalty programs.

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