Canonical URL: https://giftcard.news/research-trends/amplifi-activation-gap-survey-gift-card-rewards-preference/ --- description: A survey of 1,000 U.S. rewards cardholders shows a place for gift cards alongside cash, while highlighting demand for easier redemption. The results describe stated choices. title: ampliFI survey finds 11% choose gift cards in rewards scenario image: https://giftcard.news/images/social/v1/amplifi-survey-finds-11-choose-gift-cards-rewards-scenario-b22ec1c52155cf581f931b29cafea059.jpg --- 1. [Home](https://giftcard.news/) 2. [Research & Trends](https://giftcard.news/research-trends/) # ampliFI survey finds 11% choose gift cards in rewards scenario A survey of 1,000 U.S. rewards cardholders shows a place for gift cards alongside cash, while highlighting demand for easier redemption. The results describe stated choices. By [Oliver Reed](https://giftcard.news/author/oliver-reed/) September 22, 2026 3 min read [ Google News ](https://google.com/preferences/source?q=giftcard.news&utm%5Fsource=giftcard.news&utm%5Fcampaign=giftcard.news) Share [ ](https://x.com/intent/post?url=https%3A%2F%2Fgiftcard.news%2Fresearch-trends%2Famplifi-activation-gap-survey-gift-card-rewards-preference%2F%3Futm%5Fsource%3Dx%26utm%5Fmedium%3Dsocial&text=ampliFI+survey+finds+11%25+choose+gift+cards+in+rewards+scenario&utm%5Fsource=giftcard.news&utm%5Fcampaign=giftcard.news "X") [ ](https://www.linkedin.com/sharing/share-offsite/?url=https%3A%2F%2Fgiftcard.news%2Fresearch-trends%2Famplifi-activation-gap-survey-gift-card-rewards-preference%2F%3Futm%5Fsource%3Dlinkedin%26utm%5Fmedium%3Dsocial&utm%5Fsource=giftcard.news&utm%5Fcampaign=giftcard.news "LinkedIn") [ ](https://wa.me/?text=ampliFI+survey+finds+11%25+choose+gift+cards+in+rewards+scenario+https%3A%2F%2Fgiftcard.news%2Fresearch-trends%2Famplifi-activation-gap-survey-gift-card-rewards-preference%2F%3Futm%5Fsource%3Dwhatsapp%26utm%5Fmedium%3Dsocial&utm%5Fsource=giftcard.news&utm%5Fcampaign=giftcard.news "WhatsApp") ![Two survey choices in a hypothetical rewards scenario: 59 percent cash-equivalent and 11 percent gift cards, on a zero to 100 percent scale.](https://giftcard.news/images/variants/v1/amplifi-survey-finds-11-choose-gift-cards-rewards-scenario-two-choices-hypothetical-2-w1280.webp) Two reported choices from ampliFI Loyalty Solutions’ survey of 1,000 active U.S. adult rewards cardholders, fielded in May and June 2026\. The chart is not the complete response distribution or actual redemption data. The public summary does not state the gift-card option value. Photo: Gift Card News chart; data: ampliFI Loyalty Solutions Eleven percent of respondents chose gift cards when presented with a rewards-redemption scenario in [ampliFI Loyalty Solutions](https://giftcard.news/company/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. [\[S01\]](#article-source-1)[\[S02\]](#article-source-2) 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. [\[S02\]](#article-source-2) The data behind the story ### Selected answers to the points-redemption scenario Reported share choosing each listed option when offered 5000 points described as worth USD50. Reported respondents % of respondents Tap or hover for details. All values are also available in the data table. Source ampliFI public survey findings, October 5 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. Show data tableHide data table Scroll left or right to see all columns __Selected answers to the points-redemption scenario (% of respondents)__ | 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. [\[S01\]](#article-source-1)[\[S03\]](#article-source-3) 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. [\[S02\]](#article-source-2) The data behind the story ### Features respondents wanted in an ideal rewards programme Reported selection percentages for three features in the separate ideal-programme question. Respondents selecting feature % of respondents Tap or hover for details. All values are also available in the data table. Source ampliFI public survey findings, October 5 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. Show data tableHide data table Scroll left or right to see all columns __Features respondents wanted in an ideal rewards programme (% of respondents)__ | 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. [\[S04\]](#article-source-4) ## In this article ### Companies * [ampliFI Loyalty Solutions](https://giftcard.news/company/amplifi-loyalty-solutions/) ### Sources and documents * [\[S01\] September 22 introduction and survey fieldwork](https://www.amplifiloyalty.com/blog/the-activation-gap-cardholder-rewards/?utm%5Fsource=giftcard.news&utm%5Fcampaign=giftcard.news) — ampliFI Loyalty Solutions * [\[S02\] October 5 public findings on redemption choices](https://www.amplifiloyalty.com/blog/cash-back-loyalty-program-design/?utm%5Fsource=giftcard.news&utm%5Fcampaign=giftcard.news) — ampliFI Loyalty Solutions * [\[S03\] Research report landing page and respondent scope](https://www.amplifiloyalty.com/2026-cardholder-rewards-report/?utm%5Fsource=giftcard.news&utm%5Fcampaign=giftcard.news) — ampliFI Loyalty Solutions * [\[S04\] Existing institutional reward and redemption services](https://www.amplifiloyalty.com/blog/cash-like-rewards-cardholder-loyalty/?utm%5Fsource=giftcard.news&utm%5Fcampaign=giftcard.news) — ampliFI Loyalty Solutions Share [ ](https://x.com/intent/post?url=https%3A%2F%2Fgiftcard.news%2Fresearch-trends%2Famplifi-activation-gap-survey-gift-card-rewards-preference%2F%3Futm%5Fsource%3Dx%26utm%5Fmedium%3Dsocial&text=ampliFI+survey+finds+11%25+choose+gift+cards+in+rewards+scenario&utm%5Fsource=giftcard.news&utm%5Fcampaign=giftcard.news "X") [ ](https://www.linkedin.com/sharing/share-offsite/?url=https%3A%2F%2Fgiftcard.news%2Fresearch-trends%2Famplifi-activation-gap-survey-gift-card-rewards-preference%2F%3Futm%5Fsource%3Dlinkedin%26utm%5Fmedium%3Dsocial&utm%5Fsource=giftcard.news&utm%5Fcampaign=giftcard.news "LinkedIn") [ ](https://wa.me/?text=ampliFI+survey+finds+11%25+choose+gift+cards+in+rewards+scenario+https%3A%2F%2Fgiftcard.news%2Fresearch-trends%2Famplifi-activation-gap-survey-gift-card-rewards-preference%2F%3Futm%5Fsource%3Dwhatsapp%26utm%5Fmedium%3Dsocial&utm%5Fsource=giftcard.news&utm%5Fcampaign=giftcard.news "WhatsApp") ![Portrait of Oliver Reed](https://giftcard.news/images/variants/v1/oliver-reed-editorial-portrait-w320.webp) About the author ## [Oliver Reed](https://giftcard.news/author/oliver-reed/) Journalist — Industry Deals & Research Oliver Reed covers industry acquisitions, investment and market research for Gift Card News. From reading to building ## Your next move in gift cards. Tell us what you’re building. We’ll help you explore suitable providers. [Find a provider ](https://giftcard.news/find-a-provider/) ## Related articles [Research & Trends](https://giftcard.news/research-trends/) News ### [InComm’s holiday survey puts gift cards first in U.S. purchase plans](https://giftcard.news/research-trends/incomm-2026-holiday-gift-card-purchase-plans/) [Emma Carter](https://giftcard.news/author/emma-carter/) October 21, 2026 5 min [Research & Trends](https://giftcard.news/research-trends/) News ### [Gift cards lead NRF’s 2026 holiday wish list at 47%](https://giftcard.news/research-trends/nrf-2026-holiday-gift-card-wish-list/) [Emma Carter](https://giftcard.news/author/emma-carter/) October 20, 2026 3 min [Research & Trends](https://giftcard.news/research-trends/) News ### [iGift’s three-brand index records a lower Roblox discount in week 42](https://giftcard.news/research-trends/igift-week42-2026-gift-card-discount-index/) [Oliver Reed](https://giftcard.news/author/oliver-reed/) October 19, 2026 4 min ```json {"@context":"https://schema.org","@graph":[{"@type":"NewsMediaOrganization","@id":"https://giftcard.news/#publisher","name":"Gift Card News","url":"https://giftcard.news/","description":"News and analysis covering gift cards, retail, loyalty, rewards and payments worldwide.","logo":{"@type":"ImageObject","url":"https://giftcard.news/icon-512.png","contentUrl":"https://giftcard.news/icon-512.png","width":512,"height":512,"@id":"https://giftcard.news/#logo"},"publishingPrinciples":"https://giftcard.news/editorial-policy/","correctionsPolicy":"https://giftcard.news/editorial-policy/"},{"@type":"WebSite","@id":"https://giftcard.news/#website","url":"https://giftcard.news/","name":"Gift Card News","description":"News and analysis covering gift cards, retail, loyalty, rewards and payments worldwide.","inLanguage":"en","publisher":{"@id":"https://giftcard.news/#publisher"},"potentialAction":{"@type":"SearchAction","target":"https://giftcard.news/search/?q={search_term_string}","query-input":"required name=search_term_string"}},{"@type":"Person","@id":"https://giftcard.news/author/oliver-reed/#person","name":"Oliver Reed","url":"https://giftcard.news/author/oliver-reed/","description":"Oliver Reed covers industry acquisitions, investment and market research for Gift Card News.","jobTitle":"Journalist — Industry Deals & Research","image":{"@type":"ImageObject","url":"https://giftcard.news/images/oliver-reed-editorial-portrait.webp","contentUrl":"https://giftcard.news/images/oliver-reed-editorial-portrait.webp","width":1254,"height":1254,"caption":"Illustrated portrait representing the Oliver Reed editorial profile.","@id":"https://giftcard.news/images/oliver-reed-editorial-portrait.webp#image","encodingFormat":"image/webp","description":"Illustrated portrait for Oliver Reed, Gift Card News","creditText":"Gift Card News / AI-generated illustration"}},{"@type":"ImageObject","url":"https://giftcard.news/images/amplifi-survey-finds-11-choose-gift-cards-rewards-scenario-two-choices-hypothetical-2.webp","contentUrl":"https://giftcard.news/images/amplifi-survey-finds-11-choose-gift-cards-rewards-scenario-two-choices-hypothetical-2.webp","width":1800,"height":1350,"caption":"Two reported choices from ampliFI Loyalty Solutions’ survey of 1,000 active U.S. adult rewards cardholders, fielded in May and June 2026. 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