Eleven percent of respondents chose gift cards when presented with a rewards-redemption scenario in ampliFI Loyalty Solutions’ new survey of 1,000 U.S. cardholders. The company introduced The Activation Gap research on September 22 and detailed the redemption-choice findings in an October 5 analysis. [S01][S02]
Participants were asked to choose what to do with 5,000 points described as worth $50. Fifty-nine percent selected a cash-equivalent option, while nearly 12% chose $75 in travel value and 14.4% preferred saving toward a larger purchase. The public summary does not state the value attached to the gift-card option. [S02]
Selected answers to the points-redemption scenario
Reported share choosing each listed option when offered 5000 points described as worth USD50.
% of respondents
Tap or hover for details. All values are also available in the data table.
Source
Partial response list from a hypothetical survey question, not actual redemptions. The uncharted travel option offered USD75 and was reported as nearly 12%; the gift-card face value and question-specific base are not disclosed.
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| Category | Reported respondents |
|---|---|
| Cash-equivalent option | 59.0 % of respondents |
| Gift cards | 11.0 % of respondents |
| Save toward a larger purchase | 14.4 % of respondents |
Preferences within a defined rewards scenario
The 11% result describes a survey choice. It is not a measured share of actual gift-card redemptions, and it does not establish how respondents would behave with their own points. The travel alternative also carries a stated value premium, making this more than a simple comparison between otherwise identical reward formats.
The study covered active rewards cardholders aged 18 and over in the United States, with four fielding waves during May and June 2026. The public material identifies the sample size and timing but does not disclose recruitment, weighting or a margin of error. [S01][S03]
In a separate question about an ideal programme, 51.8% selected easy, flexible redemption and 48% selected points that do not expire. When choosing between cards with identical rewards value, 22.6% preferred more flexible or easier-to-use rewards and 20.5% prioritised the easiest redemption process. These are responses to different questions, rather than percentages that should be combined with the gift-card choice. [S02]
Features respondents wanted in an ideal rewards programme
Reported selection percentages for three features in the separate ideal-programme question.
% of respondents
Tap or hover for details. All values are also available in the data table.
Source
Overlapping feature selections, so percentages do not sum to 100%. These are survey preferences, not demonstrated effects on spending or retention; public methodology is incomplete.
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| Category | Respondents selecting feature |
|---|---|
| High cash back | 62.9 % of respondents |
| Easy, flexible redemption | 51.8 % of respondents |
| No points expiry | 48.0 % of respondents |
For providers distributing gift cards through bank and credit-union rewards programmes, the findings suggest a role for choice and ease of access alongside reward value. They do not show that adding gift cards causes higher card spending or retention. ampliFI supplies loyalty programmes and redemption services to financial institutions, giving it a commercial interest in how programmes present and deliver rewards. [S04]
In this article
Oliver Reed
Oliver Reed covers industry acquisitions, investment and market research for Gift Card News.