InComm Payments published profiles of physical and digital gift card shoppers in June 2022, drawing on its quarterly consumer research. The update identifies differences in the audiences buying each format.

Physical gift card shoppers were most often women and married, according to the company's description. Millennials formed the largest generational group, followed by Baby Boomers.

Digital card shoppers were more likely to be men and to have children at home. Millennials were again the largest group, but Generation X was more prominent than Baby Boomers among the other generations.

Across formats, InComm said purchases were regular and often planned in advance. The company connected those habits with the importance of a suitable assortment, convenience and accessibility in a retailer's gift card programme.

The short profile does not provide the sample size or percentages for the demographic descriptions. Its findings relate to the research presented in June 2022 and should not be read as a current profile of every gift card shopper.