Canonical URL: https://giftcard.news/research-trends/incomm-identifies-convenience-and-assortment-as-gift-card-retail-priorities-4a4b731927df/ --- description: InComm’s 2023 shopper research examines preferred buying locations and the channels consumers use to find branded gift card promotions. title: InComm identifies convenience and assortment as gift card retail priorities image: https://giftcard.news/images/social/v1/incomm-identifies-convenience-assortment-gift-card-retail-priorities-b08ee3d7c49edb4db4deffaa69f2d9a8.jpg --- 1. [Home](https://giftcard.news/) 2. [Research & Trends](https://giftcard.news/research-trends/) # InComm identifies convenience and assortment as gift card retail priorities InComm’s 2023 shopper research examines preferred buying locations and the channels consumers use to find branded gift card promotions. By [Suzie Elis](https://giftcard.news/author/suzie-elis/) March 14, 2024 1 min read Share [ ](https://x.com/intent/post?url=https%3A%2F%2Fgiftcard.news%2Fresearch-trends%2Fincomm-identifies-convenience-and-assortment-as-gift-card-retail-priorities-4a4b731927df%2F%3Futm%5Fsource%3Dx%26utm%5Fmedium%3Dsocial&text=InComm%20identifies%20convenience%20and%20assortment%20as%20gift%20card%20retail%20priorities "X") [ ](https://www.linkedin.com/sharing/share-offsite/?url=https%3A%2F%2Fgiftcard.news%2Fresearch-trends%2Fincomm-identifies-convenience-and-assortment-as-gift-card-retail-priorities-4a4b731927df%2F%3Futm%5Fsource%3Dlinkedin%26utm%5Fmedium%3Dsocial "LinkedIn") [ ](https://wa.me/?text=InComm%20identifies%20convenience%20and%20assortment%20as%20gift%20card%20retail%20priorities%20https%3A%2F%2Fgiftcard.news%2Fresearch-trends%2Fincomm-identifies-convenience-and-assortment-as-gift-card-retail-priorities-4a4b731927df%2F%3Futm%5Fsource%3Dwhatsapp%26utm%5Fmedium%3Dsocial "WhatsApp") ![InComm Payments source illustration for InComm identifies convenience and assortment as gift card retail priorities](https://giftcard.news/images/variants/v1/incomm-identifies-convenience-assortment-gift-card-retail-priorities-payments-source-illustration-w1096.webp) Photo: Source: incomm.com [InComm Payments](https://giftcard.news/company/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. ## Sources and documents ExpandCollapse * [Shopping For Gift Cards](https://www.incomm.com/insights/shopping-for-gift-cards/?utm%5Fsource=giftcard.news) — InComm Payments ## In this article ### Companies * [InComm Payments](https://giftcard.news/company/incomm-payments/) Share [ ](https://x.com/intent/post?url=https%3A%2F%2Fgiftcard.news%2Fresearch-trends%2Fincomm-identifies-convenience-and-assortment-as-gift-card-retail-priorities-4a4b731927df%2F%3Futm%5Fsource%3Dx%26utm%5Fmedium%3Dsocial&text=InComm%20identifies%20convenience%20and%20assortment%20as%20gift%20card%20retail%20priorities "X") [ ](https://www.linkedin.com/sharing/share-offsite/?url=https%3A%2F%2Fgiftcard.news%2Fresearch-trends%2Fincomm-identifies-convenience-and-assortment-as-gift-card-retail-priorities-4a4b731927df%2F%3Futm%5Fsource%3Dlinkedin%26utm%5Fmedium%3Dsocial "LinkedIn") [ ](https://wa.me/?text=InComm%20identifies%20convenience%20and%20assortment%20as%20gift%20card%20retail%20priorities%20https%3A%2F%2Fgiftcard.news%2Fresearch-trends%2Fincomm-identifies-convenience-and-assortment-as-gift-card-retail-priorities-4a4b731927df%2F%3Futm%5Fsource%3Dwhatsapp%26utm%5Fmedium%3Dsocial "WhatsApp") ![Portrait of Suzie Elis](https://giftcard.news/images/variants/v1/suzie-elis-editorial-portrait-w320.webp) About the author ## [Suzie Elis](https://giftcard.news/author/suzie-elis/) Journalist — Gift Cards & Digital Gifting Suzie Elis covers gift card products, digital gifting and distribution 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 ### [MENA’s Digital Gift Card Markets: A Country-by-Country Research Atlas](https://giftcard.news/research-trends/mena-digital-gift-card-markets/) [Oliver Reed](https://giftcard.news/author/oliver-reed/) September 18, 2026 66 min [Research & Trends](https://giftcard.news/research-trends/) Analysis ### [India’s Digital Gift Card Market: Growth, Consumers and Regulation](https://giftcard.news/research-trends/india-digital-gift-card-market/) [Oliver Reed](https://giftcard.news/author/oliver-reed/) September 18, 2026 30 min [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 ```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/suzie-elis/#person","name":"Suzie Elis","url":"https://giftcard.news/author/suzie-elis/","description":"Suzie Elis covers gift card products, digital gifting and distribution for Gift Card News.","jobTitle":"Journalist — Gift Cards & Digital Gifting","image":{"@type":"ImageObject","url":"https://giftcard.news/images/suzie-elis-editorial-portrait.webp","contentUrl":"https://giftcard.news/images/suzie-elis-editorial-portrait.webp","width":256,"height":256,"caption":"Illustrated 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