Gift cards were offered by 52% of respondents in Northstar Meetings Group’s 2026 Gift Trends survey, behind apparel at 69% and food and beverage at 54%. The findings describe the choices of incentive and corporate planners, rather than a consumer preference poll. [S02]
Where gift cards sit in the mix
Gifts offered by surveyed planners
Northstar Meetings Group survey of 207 qualified incentive and corporate planners, June 15 to July 15, 2026.
%
Tap or hover for details. All values are also available in the data table.
Selected categories from the report. Multiple responses were possible. Percentages are not spending shares or recipient preference scores.
Explore the data table
| Category | Respondents |
|---|---|
| Apparel | 69% |
| Food and beverage | 54% |
| Gift cards | 52% |
| Electronics | 50% |
| Luggage / leather goods | 45% |
| Office accessories | 42% |
The distinction matters commercially. A product can be widely used without taking the largest share of a programme’s budget. A planner may offer several categories for different occasions, groups or award levels. The chart therefore shows breadth of use, not a market-share ranking.
Price leads the buying decision
Factors influencing gift selection
Northstar Meetings Group survey of 207 qualified incentive and corporate planners, June 15 to July 15, 2026.
%
Tap or hover for details. All values are also available in the data table.
Selected factors. Multiple responses were possible. The survey does not establish that any factor caused a particular purchase.
Explore the data table
| Category | Respondents |
|---|---|
| Price | 82% |
| Perceived value | 56% |
| Popular trends | 48% |
| Ease of fulfilment | 46% |
| Recipient demographics | 46% |
| Programme goals | 42% |
Price led the selection factors at 82%, while 46% cited ease of fulfilment. Looking ahead, 62% expected their per-person gifting budget to stay unchanged in 2027. [S02]
For gift-card suppliers, these measures pose two separate questions: what value does the recipient perceive, and how much work does the organiser need to deliver it? A flexible catalog addresses only part of that decision. Ordering, delivery and exception handling belong in the comparison as well.
How to read the research
| Research detail | Reported methodology |
|---|---|
| Respondents | 207 qualified incentive and corporate planners |
| Fieldwork | June 15 to July 15, 2026 |
| Producer | Northstar Meetings Group |
| Sponsor |
The report states that research and analysis were conducted without sponsor involvement. It does not establish a nationally representative consumer sample or provide a sampling margin of error. [S02] [S03]
The findings support a clear, limited conclusion: gift cards were a mainstream option within this surveyed planner group. They do not prove that gift cards outperform merchandise, that recipients prefer them in every setting, or that issuing more cards improves employee performance.
The most useful procurement conversation follows the actual programme: its objective, recipients, budget and delivery needs. These results provide a benchmark for that discussion, while leaving individual programme effectiveness to be measured separately.
Sources and documents
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- [S01] Original source — www.usegiftcards.org
- [S02] Full report and charts — Northstar Meetings Group
- [S03] Research description and methodology — Northstar Meetings Group
- [S04] Original publication date, August 20, 2026 — Northstar Meetings Group
In this article
Suzie Elis
Suzie Elis covers gift card products, digital gifting and distribution for Gift Card News.