TruCentive recommends starting many domestic gift card programmes with one featured card and about six distinct choices, while treating those numbers as practical starting points rather than universal rules. Its August 24, 2026 guidance makes a different recommendation for international audiences: use a location-aware catalog to show locally relevant rewards.

TruCentive's research-informed guidance emphasizes that the key is to provide a curated selection that covers meaningfully different recipient needs, rather than trying to offer a large number of options. The company notes that international programs are an exception, where a location-aware full catalog can be more relevant than a headquarters-designed shortlist.

The article cites various studies, including the classic jam experiment, which found that a display of 24 varieties drew more attention, while a six-variety display produced more purchases. TruCentive also references a 2015 meta-analysis that found no simple, monotonic relationship between assortment size and overload, and a Cochrane review of 758 randomized trials that found that monetary and nonmonetary incentives can improve questionnaire response, but did not test how many gift cards should be shown.

TruCentive recommends starting with a small assortment of gift card options and adding navigation, reminders, and measurement to support engagement. The company suggests that a single card can be exactly right when the recipient has already named a preference or the audience is unusually consistent, but in broader programs, featuring one familiar card in the invitation and clearly disclosing that equal-value alternatives are available at redemption can be a better approach.

Local gift card catalogs for international programs

For international programs, TruCentive's full catalog with location awareness can surface locally relevant, localized-currency options per market, making the recipient experience more personalized and relevant. The company also recommends splitting the logic for mixed programs, curating tightly for the domestic segment, and opening the catalog for everyone else, while reporting claim rates separately.

The suggested ranges vary by use case. TruCentive proposes four to six options for employee recognition and clinical studies, six to eight for domestic research panels, and eight to twelve for higher-value gifting. It recommends keeping the initial view below 20 options, with categories, search or a link to additional choices where more variety is useful.

The article concludes by noting that the right number of gift card options depends on who is receiving, how well their preferences are known, and whether they are spread across markets. TruCentive recommends using claim-aware reminders to bring unclaimed rewards back to attention and testing the menu against a smaller or larger version to determine the optimal number of options.