InComm Payments has set out the gift card display formats available to retailers, covering large permanent fixtures, secondary displays and compact countertop units. Its guide focuses on how a store can present a gift card range within its available floor and checkout space.
Display design serves both planned and spontaneous buying
The company describes larger permanent fixtures made from materials including metal, wood and plastic. These can serve as the main destination for the store's gift card assortment. Smaller secondary fixtures provide another point of access, with wood and plastic among the material options discussed.
Countertop displays use slots or hooks to hold cards where floor space is limited. The guide also discusses hanging formats and space for accessories or promotional material. A suitable configuration depends on the assortment, the location in the store and the way shoppers approach the display.
InComm offers customisation of dimensions and shelf arrangements, as well as colours, logos and graphics. That allows a retailer to adapt the presentation to its own identity and physical setting instead of assuming that every store can accommodate an identical fixture.
A subsequent InComm report, published April 29, 2025 from 2024 research, distinguishes shoppers’ purchase timing: 68% reported planning ahead, 21% spontaneous purchases and 11% last-minute purchases before an occasion. This context qualifies a display strategy based only on impulse. It does not test which fixture works best for any of the groups. [2]
Planned and spontaneous purchases require different display assumptions
Reported purchase timing in InComm’s later2024 shopper study.
% of surveyed shoppers
Tap or hover for details. All values are also available in the data table.
Source
Provider-published 2024 quarterly research, reported April 29, 2025, with more than 6,400 gift-card shoppers surveyed overall. Exact question-level bases, field dates, recruitment, weighting and uncertainty are not disclosed in the public summary. Historical self-reports, not October 2026 behaviour or a controlled test of a display or merchandising intervention. This is a provider-reported survey distribution, not a count of transactions at any fixture. Spontaneous and last-minute are separately labelled responses. No observed sales lift or best fixture design is established.
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| Category | Reported survey result |
|---|---|
| Planned in advance | 68 % of surveyed shoppers |
| Spontaneous | 21 % of surveyed shoppers |
| Last-minute for an occasion | 11 % of surveyed shoppers |
Visibility and organisation are central to the guide. It recommends considering high-traffic areas and checkout locations, keeping the range orderly and making products easy to identify. These are merchandising recommendations; the article does not provide measured sales gains for any particular fixture.
For retailers reviewing their gift card programme, the offering spans both the main display and supplementary placements. The practical decision is how to balance assortment, brand presentation and the space needed for customers to browse and select a card.
In this article
Emma Carter
Emma Carter covers retail, e-commerce and the gift card shopping experience for Gift Card News.