Survey of 3,081 consumers finds 79% of U.S. adults and 74% brits have purchased a gift card for self-use, with nearly one in five using them as a budgeting tool.
AUSTIN, Texas, Oct. 13, 2026 /PRNewswire-PRWeb/ -- Tillo, the global gift card, rewards and incentives platform, today released its 2026 consumer research report, "The Gift Card Opportunity," analyzing gift card spending and usage trends among 3,081 consumers across the U.S. and UK. The findings highlight how consumers are viewing gift cards, purchasing them for personal usage, rather than solely as a gift for others.
As the holiday shopping season approaches and consumers continue to face financial pressure from cost of living, gas and grocery prices and other everyday expenses, they are finding new ways to manage their spending and get more value from the brands they purchase from. Tillo's research found that nearly one in five adults across the U.S. and UK (18% each) have purchased a gift card specifically to control their spending, and more than two in five (42% in each market) identified redeeming a reward or incentive – like cashback or promotions – as a reason for buying a gift card for themselves. Consumers no longer see gift cards as solely a staple for gift-giving, but as a reliable tool for personal finance management and stability.
"Gift cards have quietly stopped being strictly about gifting," said Alex Preece, CEO and Co-founder of Tillo. "Consumers are using them to stretch their budgets and get more from the rewards they earn, and they're choosing gift cards over cashback when given the option. For brands, that's a significant opportunity to drive upfront revenue, reach new customers and build loyalty through a channel consumers already trust and prefer."
Key findings further include:
- When offered a reward, 53% of Americans and 58% of Brits would choose a gift card to use immediately or in the future, as opposed to cashback paid at later date or a coupon for the next purchase.
- 89% percent of Americans and 92% of Brits say receiving a gift card would make them more likely to try a new brand.
- Seventy-three percent of Americans and 76% of Brits say a brand offering gift cards impacts their opinion of it, and one in five (20% US and 21% UK) say it makes the brand feel more trustworthy.
- One quarter of adults in both the U.S. (25%) and UK (24%) say they typically only spend the value of a gift card and nothing more, treating it as a built-in spending limit.
- One third (33%) of UK adults and 29% of U.S. adults report making purchases sooner than they otherwise would have because they had a gift card.
Once in hand, gift cards directly influence consumer buying behaviors. Gift card purchases encouraged respondents to make purchases earlier, and one-quarter of adults in both the U.S. and UK used them to buy from new brands or choose premium items rather than their usual picks.
The report also highlights a gap between how consumers want to buy gift cards and how brands sell them. Shoppers express wanting to buy gift cards across an average of three channels, from physical stores and brand websites to marketplaces and loyalty platforms, yet many brands still sell them through just one. As gift cards shift from gifting products to an everyday financial tool, forward-thinking brands now have an opportunity to help consumers budget and spend in new ways, while creating new channels for revenue and customer growth.
To explore the complete survey findings and download the full report, visit Tillo here.
Methodology: The Gift Card Opportunity US survey was conducted online by The Harris Poll on behalf of Tillo from June 2-4, 2026 among 2,059 U.S. adults ages 18 and older. The UK survey was conducted online by The Harris Poll on behalf of Tillo from May 11-14, 2026 among 1,022 UK adults ages 18 and older. Sampling precision measured via Bayesian credible interval: US ±2.7 points, UK ±3.7 points at 95% confidence. Wider among subsets. For complete methodology, please contact us at tillo.com.
About Tillo
Tillo makes gift cards, rewards, and incentives simple, efficient and profitable. Tillo is challenging the market with a best-in-class, plug-and-go API that offers businesses seamless connections to 4,000+ global brands that their customers and employees love. Tillo is the first global gift card network purpose-built to make it easy for brands and buyers to unlock engagement and growth through sustained partnerships, helping people's money go further, inspiring lasting loyalty and building meaningful relationships. Tillo operates in 40 markets and 25 currencies, processing billions of dollars' worth of gift cards through its award-winning platform. Tillo is headquartered in the UK, with offices in the US, Australia and South Africa.
Media Contact
Sophia Whitham-Hill, Tillo, 44 7572956008, [email protected], www.tillo.com
SOURCE Tillo
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