Canonical URL: https://giftcard.news/research-trends/diggecard-links-local-gift-card-demand-to-mastercard-s-2021-uk-shopping-469bb453d665/ --- description: Diggecard cites Mastercard research showing stronger local shopping preferences in 2021 and discusses what that meant for independent retailers' gift card programmes. title: Diggecard links local gift card demand to Mastercard's 2021 UK shopping research image: https://giftcard.news/images/social/v1/diggecard-links-local-gift-card-demand-mastercard-s-2021-uk-shopping-research-b992c7284490333233c50c8acd54309e.jpg --- 1. [Home](https://giftcard.news/) 2. [Research & Trends](https://giftcard.news/research-trends/) # Diggecard links local gift card demand to Mastercard's 2021 UK shopping research Diggecard cites Mastercard research showing stronger local shopping preferences in 2021 and discusses what that meant for independent retailers' gift card programmes. By [Oliver Reed](https://giftcard.news/author/oliver-reed/) August 25, 2021 2 min read Share [ ](https://x.com/intent/post?url=https%3A%2F%2Fgiftcard.news%2Fresearch-trends%2Fdiggecard-links-local-gift-card-demand-to-mastercard-s-2021-uk-shopping-469bb453d665%2F%3Futm%5Fsource%3Dx%26utm%5Fmedium%3Dsocial&text=Diggecard%20links%20local%20gift%20card%20demand%20to%20Mastercard's%202021%20UK%20shopping%20research "X") [ ](https://www.linkedin.com/sharing/share-offsite/?url=https%3A%2F%2Fgiftcard.news%2Fresearch-trends%2Fdiggecard-links-local-gift-card-demand-to-mastercard-s-2021-uk-shopping-469bb453d665%2F%3Futm%5Fsource%3Dlinkedin%26utm%5Fmedium%3Dsocial "LinkedIn") [ ](https://wa.me/?text=Diggecard%20links%20local%20gift%20card%20demand%20to%20Mastercard's%202021%20UK%20shopping%20research%20https%3A%2F%2Fgiftcard.news%2Fresearch-trends%2Fdiggecard-links-local-gift-card-demand-to-mastercard-s-2021-uk-shopping-469bb453d665%2F%3Futm%5Fsource%3Dwhatsapp%26utm%5Fmedium%3Dsocial "WhatsApp") ![Diggecard links local gift card demand to Mastercard's 2021 UK shopping research](https://giftcard.news/images/variants/v1/diggecard-links-local-gift-card-demand-mastercard-s-2021-uk-shopping-research-w1093.webp) Photo: Source: diggecard.com [Diggecard](https://giftcard.news/company/diggecard/) has connected demand for local gift cards with [Mastercard](https://giftcard.news/company/mastercard/) research on British shopping behaviour during the pandemic. In an August 2021 article, the provider cited findings that 66% of UK shoppers were more likely to shop in their local community than a year earlier. Among the reasons reported, 49% wanted to help their community recover, 27% wanted to establish or renew relationships with local shopkeepers and independent stores, and 20% cited trust in recommendations from people nearby. The percentages concern the research discussed in 2021, rather than current consumer behaviour. Diggecard argued that a shift towards local spending could influence the brands people wanted to give and receive as gift cards. It identified independent retail, leisure and hospitality operators as businesses that could make their offering available through a gift card programme ahead of Christmas 2021. The provider also pointed to business demand for local content in rewards, incentives, employee benefits and promotional programmes. That creates a separate distribution opportunity from selling a card directly to a consumer on the business's own website. Diggecard described its small-business gift card solution as supporting sales through a website or social media presence with management and redemption tools. Its argument was that local merchants needed an available gift card product to participate in those consumer and corporate buying routes; the article did not report measured sales gains from the shopping trend. ## Sources and documents ExpandCollapse * [66% of British shoppers are now more likely to shop locally](https://diggecard.com/66-of-british-shoppers-are-now-more-likely-to-shop-locally/?utm%5Fsource=giftcard.news) — diggecard.com ## In this article ### Companies * [Diggecard](https://giftcard.news/company/diggecard/) * [Mastercard](https://giftcard.news/company/mastercard/) Share [ ](https://x.com/intent/post?url=https%3A%2F%2Fgiftcard.news%2Fresearch-trends%2Fdiggecard-links-local-gift-card-demand-to-mastercard-s-2021-uk-shopping-469bb453d665%2F%3Futm%5Fsource%3Dx%26utm%5Fmedium%3Dsocial&text=Diggecard%20links%20local%20gift%20card%20demand%20to%20Mastercard's%202021%20UK%20shopping%20research "X") [ ](https://www.linkedin.com/sharing/share-offsite/?url=https%3A%2F%2Fgiftcard.news%2Fresearch-trends%2Fdiggecard-links-local-gift-card-demand-to-mastercard-s-2021-uk-shopping-469bb453d665%2F%3Futm%5Fsource%3Dlinkedin%26utm%5Fmedium%3Dsocial "LinkedIn") [ ](https://wa.me/?text=Diggecard%20links%20local%20gift%20card%20demand%20to%20Mastercard's%202021%20UK%20shopping%20research%20https%3A%2F%2Fgiftcard.news%2Fresearch-trends%2Fdiggecard-links-local-gift-card-demand-to-mastercard-s-2021-uk-shopping-469bb453d665%2F%3Futm%5Fsource%3Dwhatsapp%26utm%5Fmedium%3Dsocial "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/) Analysis ### [AI Can Shop for You. Can It Spend Your Gift Cards?](https://giftcard.news/research-trends/ai-can-shop-for-you-can-it-spend-your-gift-cards/) [Oliver Reed](https://giftcard.news/author/oliver-reed/) September 17, 2026 17 min [Research & Trends](https://giftcard.news/research-trends/) Analysis ### [Gift Card Fraud in the United States](https://giftcard.news/research-trends/gift-card-fraud-in-the-united-states/) [Oliver Reed](https://giftcard.news/author/oliver-reed/) September 17, 2026 66 min [Research & Trends](https://giftcard.news/research-trends/) Analysis ### [Can You Cash Out Your Gift Card? A State-by-State Guide](https://giftcard.news/research-trends/can-you-cash-out-your-gift-card-state-by-state-guide/) [Oliver Reed](https://giftcard.news/author/oliver-reed/) September 17, 2026 79 min ```json {"@context":"https://schema.org","@graph":[{"@type":"Organization","@id":"https://giftcard.news/#publisher","name":"Gift Card News","url":"https://giftcard.news/","logo":{"@type":"ImageObject","url":"https://giftcard.news/brand/giftcard-news-logo.svg"}},{"@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":256,"height":256,"caption":"Illustrated portrait representing the Oliver Reed editorial profile."}},{"@type":"ImageObject","url":"https://giftcard.news/images/diggecard-links-local-gift-card-demand-mastercard-s-2021-uk-shopping-research.webp","contentUrl":"https://giftcard.news/images/diggecard-links-local-gift-card-demand-mastercard-s-2021-uk-shopping-research.webp","width":1093,"height":164,"@id":"https://giftcard.news/images/diggecard-links-local-gift-card-demand-mastercard-s-2021-uk-shopping-research.webp#image"},{"@type":"NewsArticle","@id":"https://giftcard.news/research-trends/diggecard-links-local-gift-card-demand-to-mastercard-s-2021-uk-shopping-469bb453d665/#article","url":"https://giftcard.news/research-trends/diggecard-links-local-gift-card-demand-to-mastercard-s-2021-uk-shopping-469bb453d665/","headline":"Diggecard links local gift card demand to Mastercard's 2021 UK shopping research","description":"Diggecard cites Mastercard research showing stronger local shopping preferences in 2021 and discusses what that meant for independent retailers' gift card programmes.","datePublished":"2021-08-25T10:18:05.000Z","dateModified":"2021-08-25T10:18:05.000Z","inLanguage":"en","mainEntityOfPage":{"@id":"https://giftcard.news/research-trends/diggecard-links-local-gift-card-demand-to-mastercard-s-2021-uk-shopping-469bb453d665/#webpage"},"isPartOf":{"@id":"https://giftcard.news/#website"},"isAccessibleForFree":false,"hasPart":{"@type":"WebPageElement","isAccessibleForFree":false,"cssSelector":".reader-restricted"},"image":[{"@type":"ImageObject","url":"https://giftcard.news/images/diggecard-links-local-gift-card-demand-mastercard-s-2021-uk-shopping-research.webp","contentUrl":"https://giftcard.news/images/diggecard-links-local-gift-card-demand-mastercard-s-2021-uk-shopping-research.webp","width":1093,"height":164,"@id":"https://giftcard.news/images/diggecard-links-local-gift-card-demand-mastercard-s-2021-uk-shopping-research.webp#image"}],"articleSection":"Research & Trends","keywords":["Diggecard","Mastercard"],"mentions":[{"@type":"Organization","@id":"https://giftcard.news/company/diggecard/#entity","name":"Diggecard","url":"https://giftcard.news/company/diggecard/"},{"@type":"Organization","@id":"https://giftcard.news/company/mastercard/#entity","name":"Mastercard","url":"https://giftcard.news/company/mastercard/"}],"wordCount":229,"citation":["https://diggecard.com/66-of-british-shoppers-are-now-more-likely-to-shop-locally/"],"author":[{"@id":"https://giftcard.news/author/oliver-reed/#person"}],"publisher":{"@id":"https://giftcard.news/#publisher"}},{"@type":"WebPage","@id":"https://giftcard.news/research-trends/diggecard-links-local-gift-card-demand-to-mastercard-s-2021-uk-shopping-469bb453d665/#webpage","url":"https://giftcard.news/research-trends/diggecard-links-local-gift-card-demand-to-mastercard-s-2021-uk-shopping-469bb453d665/","name":"Diggecard links local gift card demand to Mastercard's 2021 UK shopping research","description":"Diggecard cites Mastercard research showing stronger local shopping preferences in 2021 and discusses what that meant for independent retailers' gift card programmes.","inLanguage":"en","isPartOf":{"@id":"https://giftcard.news/#website"},"mainEntity":{"@id":"https://giftcard.news/research-trends/diggecard-links-local-gift-card-demand-to-mastercard-s-2021-uk-shopping-469bb453d665/#article"},"breadcrumb":{"@id":"https://giftcard.news/research-trends/diggecard-links-local-gift-card-demand-to-mastercard-s-2021-uk-shopping-469bb453d665/#breadcrumbs"},"primaryImageOfPage":{"@id":"https://giftcard.news/images/diggecard-links-local-gift-card-demand-mastercard-s-2021-uk-shopping-research.webp#image"}},{"@type":"BreadcrumbList","@id":"https://giftcard.news/research-trends/diggecard-links-local-gift-card-demand-to-mastercard-s-2021-uk-shopping-469bb453d665/#breadcrumbs","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https://giftcard.news/"},{"@type":"ListItem","position":2,"name":"Research & Trends","item":"https://giftcard.news/research-trends/"},{"@type":"ListItem","position":3,"name":"Diggecard links local gift card demand to Mastercard's 2021 UK shopping research","item":"https://giftcard.news/research-trends/diggecard-links-local-gift-card-demand-to-mastercard-s-2021-uk-shopping-469bb453d665/"}]}]} ```