InComm Payments identified convenience, selection and availability of the desired brand as factors influencing where consumers buy closed-loop gift cards.

The findings, published on March 14, 2024, came from research conducted during 2023 with 6,475 gift card shopper respondents. Closed-loop cards refer to those redeemable with the named retailer or defined group of brands.

The company highlighted big-box stores, online channels and supermarkets among preferred buying locations, noting increasing interest in supermarkets.

Promotional communication formed a separate part of the research. Respondents identified email, in-store displays, online information and social media as places they preferred to learn about offers.

For retailers, InComm’s recommendation joined assortment with visibility: shoppers need to find the brand they want at an accessible location, then understand the available promotion. The results concern reported shopper preferences and do not establish that any one channel guarantees higher sales.