2018 Holiday Shopping Preview: Gift Cards Top Wish Lists for Consumers and Employees Incentives

Blackhawk Network recently released its latest research, 2018 Holiday Shopping Preview, which examines consumers’ top gift card preferences and provides marketers with useful insights to consider for their own holiday gift card and marketing programs. The new report looks at trends from Blackhawk’s own U.S. sales data as well as insight from its 2018 State of Consumer Gift Card Preferences survey.

The report revealed that gift cards are quite the popular holiday incentive. Consumers find promotions involving physical gift cards more influential when it comes to purchase decisions than other options, and employees find them comparable in popularity to cash rewards.

According to the report:

  • Eight in 10 consumers surveyed find promotions involving physical gift cards more influential when it comes to purchase decisions than other options like bonus dollars, coupons and digital gift cards.
  • Most surveyed consumers (82 percent) would prefer receiving a gift card or prepaid card over other incentive options like discounts, checks or merchandise.
  • Gift card incentives are also extremely popular among employees. Consumers surveyed reported that gift card rewards from employers are comparable in popularity to cash rewards. Sixty-nine percent of employees would like to receive a gift card as a reward from an employer, compared to the 73 percent that would prefer a cash incentive.

For more information and additional insights, click here.

About Blackhawk Network 
Blackhawk Network Holdings, Inc. is a global financial technology company and a leader in connecting brands and people through branded value solutions. Blackhawk platforms and solutions enable the management of stored value products, promotions and rewards programs in retail, ecommerce, financial services and mobile wallets. Blackhawk’s Hawk Commerce division offers technology solutions to businesses and direct to consumers. The Hawk Incentives division offers enterprise, SMB and reseller partners an array of platforms and branded value products to incent and reward consumers, employees and sales channels. Headquartered in Pleasanton, Calif.Blackhawk operates in 26 countries.

For more information, please visit BlackhawkNetwork.com, CashStar.com, HawkCommerce.com, HawkIncentives.com or our product websites GiftCards.com, GiftCardMall.com, Cardpool.com, GiftCardLab.com and OmniCard.com.

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