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---
description: BHN’s 2026 Australian gift-card report: loyalty funding, personal use and the business case for retailers and reward programme operators.
title: Australian gift card trends 2026: BHN on loyalty and budgets
image: https://giftcard.news/images/social/v1/bhn-australian-report-links-gift-cards-budgeting-loyalty-c21d881e4a90219e5487696c2f5937ca.jpg
---

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# BHN Australian report links gift cards with budgeting and loyalty

BHN’s Australian survey connects loyalty-point redemption with gift-card demand, while distinguishing personal purchases from cards bought as presents.

By [Oliver Reed](https://giftcard.news/author/oliver-reed/) June 25, 2026 4 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%2Fbhn-australian-gift-card-report-budgeting-loyalty-june-2026%2F%3Futm%5Fsource%3Dx%26utm%5Fmedium%3Dsocial&text=BHN+Australian+report+links+gift+cards+with+budgeting+and+loyalty&utm%5Fsource=giftcard.news&utm%5Fcampaign=giftcard.news "X") [ ](https://www.linkedin.com/sharing/share-offsite/?url=https%3A%2F%2Fgiftcard.news%2Fresearch-trends%2Fbhn-australian-gift-card-report-budgeting-loyalty-june-2026%2F%3Futm%5Fsource%3Dlinkedin%26utm%5Fmedium%3Dsocial&utm%5Fsource=giftcard.news&utm%5Fcampaign=giftcard.news "LinkedIn") [ ](https://wa.me/?text=BHN+Australian+report+links+gift+cards+with+budgeting+and+loyalty+https%3A%2F%2Fgiftcard.news%2Fresearch-trends%2Fbhn-australian-gift-card-report-budgeting-loyalty-june-2026%2F%3Futm%5Fsource%3Dwhatsapp%26utm%5Fmedium%3Dsocial&utm%5Fsource=giftcard.news&utm%5Fcampaign=giftcard.news "WhatsApp") 

![BHN research artwork headed Stretched thin, with a woman reviewing papers while holding a phone.](https://giftcard.news/images/variants/v1/bhn-australian-report-links-gift-cards-budgeting-loyalty-research-artwork-headed-stretched-w1200.webp) 

 Related BHN artwork from the US report in the same global gifting research programme. Photo: Blackhawk Network 

Gift cards are becoming a bridge between Australian loyalty balances and household purchases, according to [Blackhawk Network](https://giftcard.news/company/blackhawk-network/)’s 2026 country research. Its report, made available on June 25, found that 35% of surveyed shoppers had used loyalty points to pay for gift cards in the preceding year. [\[S01\]](#article-source-1) [\[S02\]](#article-source-2)

That finding gives the industry a more specific commercial signal than a general preference for giving cards as presents. It identifies a funding route: value earned in one programme becomes purchasing power redeemable elsewhere.

## A substantial personal-use market

The data behind the story 

### Why Australian shoppers buy gift cards

Buying purposes reported in BHN’s Australian country summary of its 2026 global research.

 Reported shopper responses 

%

Tap or hover for details. All values are also available in the data table.

Source 

BHN public Australian research findings

These are survey responses, not shares of transaction value. The wider study included 1,226 Australian adults; the public summary does not give a separate base for this question.

Show data tableHide data table 

Scroll left or right to see all columns 

__Why Australian shoppers buy gift cards (%)__
| Category              | Reported shopper responses |
| --------------------- | -------------------------- |
| For gifting only      | 61%                        |
| For personal use only | 19%                        |
| For both purposes     | 20%                        |

The split between gifting and personal use changes the purchasing occasion. A card bought for somebody else competes with other presents. One bought for the shopper’s own use may compete with cash, an ordinary card payment or another way to redeem accumulated points.

For a retailer, those transactions can look similar at redemption while originating from different commercial relationships. A loyalty-funded purchase may involve a programme operator and distributor before the consumer reaches the checkout. The research does not identify the resulting margins or settlement arrangements.

## Why BHN studies Australian behaviour

BHN’s Australian business connects brands with own-brand card sales, third-party retail distribution and corporate purchasing. Its local product materials describe services extending from production and merchandising to marketing and programme risk management. It is therefore both a source of consumer research and a supplier seeking demand for gift-card infrastructure. [\[S04\]](#article-source-4)

That position explains its interest in a market beyond seasonal presents. More personal-use occasions can broaden the situations in which a retailer’s stored value is purchased. Loyalty redemption offers another channel through which a brand may reach customers without waiting for a birthday or holiday.

The later public summary also locates that demand within distribution channels: 64% reported buying gift cards in-store from a retailer offering multiple brands, and 27% from a multi-brand website. The channels can overlap. These responses help explain a distributor’s commercial interest, but do not measure BHN’s own sales or share. [\[S02\]](#article-source-2)

The data behind the story 

### Multi-brand gift-card purchase channels in the Australian survey

Reported channel use, supplied in the July 22 country summary.

 Reported responses 

percent of respondents

Tap or hover for details. All values are also available in the data table.

Source 

BHN Australian public findings, July 22, 2026

Potentially overlapping channels, not a partition of purchases or transaction value. The wider Australian sample was1,226adults; question-specific base and uncertainty are not supplied. No BHN market share is implied.

Show data tableHide data table 

Scroll left or right to see all columns 

__Multi-brand gift-card purchase channels in the Australian survey (percent of respondents)__
| Category                       | Reported responses        |
| ------------------------------ | ------------------------- |
| Multi-brand retailer, in-store | 64 percent of respondents |
| Multi-brand website, online    | 27 percent of respondents |

For the loyalty operator, gift cards provide a recognisable use for earned points. For a participating brand, they direct redeemed value toward its products or services. These are features of the distribution model, not proof that the programme creates additional spending rather than replacing a purchase the customer would have made anyway.

## What the country findings can support

The public Australian summary, issued on July 22, identifies 1,226 adults within a 24-country survey conducted in January and February. It reports that 90% belonged to at least one loyalty programme. These are respondent measures, not the share of Australian retail expenditure passing through gift cards. [\[S02\]](#article-source-2)

The report belongs to BHN’s wider global research programme but is presented as a separate Australian publication. That country view matters because a familiar redemption brand and a useful reward denomination depend on the market in which a customer shops. [\[S03\]](#article-source-3)

The operational opportunity is to connect rewards that people have accumulated with places they want to spend. The tradeoff is that a gift card usually narrows where value can go. A loyalty customer exchanging points is choosing that restriction in return for a particular redemption option.

BHN’s findings establish reported behaviour and purchasing purposes. They do not by themselves quantify incremental merchant sales, unused balances or the cost of running a loyalty conversion programme. Those measures would be needed to turn a consumer preference into a financial case for a particular retailer.

BHN’s explanation of choice likewise rests on stated reasons. The July summary reports recipient need at 45%, budget control at 40% and avoiding waste at 30%. Those are reasons respondents gave for selecting gift cards, rather than measured savings, avoided waste or incremental retailer profit. [\[S02\]](#article-source-2)

The data behind the story 

### Reported reasons for choosing gift cards in Australia

Stated purchase motivations; exact question-level base is not supplied.

 Reported responses 

percent of respondents

Tap or hover for details. All values are also available in the data table.

Source 

BHN Australian public findings, July 22, 2026

Responses are not a single-choice spending distribution. No actual household savings, waste reduction, merchant margin or causal effect was measured in these percentages. January-February fieldwork; July 22 public summary.

Show data tableHide data table 

Scroll left or right to see all columns 

__Reported reasons for choosing gift cards in Australia (percent of respondents)__
| Category       | Reported responses        |
| -------------- | ------------------------- |
| Recipient need | 45 percent of respondents |
| Budget control | 40 percent of respondents |
| Avoiding waste | 30 percent of respondents |

## In this article

### Companies

* [Blackhawk Network](https://giftcard.news/company/blackhawk-network/)

### Sources and documents

* [\[S01\] Australian report landing page, June 25, 2026](https://blackhawknetwork.com/au-en/resources/guides/gc-egc-gated/all/jun2026/2026-gift-card-program-for-australians?utm%5Fsource=giftcard.news&utm%5Fcampaign=giftcard.news) — Blackhawk Network
* [\[S02\] Public Australian findings and survey reference, July 22, 2026](https://blackhawknetwork.com/au-en/resources/what-australian-shoppers-want-gift-cards-2026?utm%5Fsource=giftcard.news&utm%5Fcampaign=giftcard.news) — Blackhawk Network
* [\[S03\] BHN Australia research report listing](https://blackhawknetwork.com/au-en?utm%5Fsource=giftcard.news&utm%5Fcampaign=giftcard.news) — Blackhawk Network
* [\[S04\] BHN Australian gift-card distribution and programme services](https://blackhawknetwork.com/au-en/solutions/gift-cards-egifts?utm%5Fsource=giftcard.news&utm%5Fcampaign=giftcard.news) — Blackhawk Network

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![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/) 

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