Giftcards.com reported more than $2 billion in cumulative gift-card sales and over 28 million annual site visitors on June 11, 2026. The retailer, founded in 2002 and owned by Blackhawk Network since 2016, described the announcement as a milestone in its 25th operating year. [S01]

The figures describe different parts of the business

Scroll left or right to see all columns
The figures describe different parts of the business

Company-reported measure

Value

Scope

Gift-card sales

More than $2 billion

Cumulative since founding

Site visitors

More than 28 million

Annual traffic

Traffic growth

More than 10%

Year over year

Brand selection

Nearly 500

Catalog at the announcement date

The lifetime sales total should not be read as annual revenue, and visitors are not the same as purchasers. The release did not provide audited financial statements, conversion rates or an annual gift-card sales figure. [S01]

That separation matters when comparing a retailer with an issuer, a distributor or a rewards platform. Face value sold, recognised revenue and customer activity measure different things. A large cumulative total can establish longevity and scale without showing the current profitability or productivity of the business.

Selection and delivery remain the proposition

Giftcards.com described personalisation, physical and digital delivery, and multi-brand cards among its existing features. The milestone release did not identify them all as new launches. Its proposition remained a single destination where shoppers could choose and send different brands. [S01]

For brand partners, the commercial question is how effectively a broad catalog connects a suitable gift with its recipient. More choice may make a destination useful, but choice needs navigation, clear product information and a reliable handover from purchaser to recipient. The traffic figures alone do not establish how often those steps end in a completed purchase.

A milestone, not a market-share calculation

A useful industry comparison would need a common period and definition of sales. Dividing a retailer’s lifetime total by one year’s market estimate would produce a misleading share. Similarly, combining a visitor count with a catalog count says little about sales per brand unless purchasing and attribution data are available.

Our reading is that the announcement is primarily evidence of a longstanding specialist distribution destination. It shows what the company chose to disclose about its reach, while leaving the economics of individual orders and the performance of particular brands outside the public account. For buyers and partners, those are the next questions behind the headline totals.