InComm Payments has examined how digital gift cards fit into consumer gifting and business reward programmes, drawing on interviews conducted in July 2022 and its holiday report published in September 2023. The findings describe digital cards as an additional way to give a gift, with physical cards continuing to serve occasions where presentation and packaging matter.

In the holiday research cited by InComm, 68% of shoppers considered digital gift cards as thoughtful as other gifts. More than three quarters said they were easy to send and receive. Those findings relate to the research periods identified in the article, rather than a new survey conducted when the article appeared in December 2023.

Digital delivery can help when a giver and recipient live far apart or cannot meet for an occasion. InComm describes how a message or a conversation by video can accompany the reward, allowing the interaction to remain personal without posting a physical card. Delivery can also accommodate a last-minute purchase.

Brand availability is another use case. A shopper may be able to buy a digital card for a retailer that is absent from a local store's gift card display, or use digital delivery when the physical version has sold out. The reward can be retained in an email account or on a phone, subject to the provider's access and redemption arrangements.

For businesses, the article identifies employee recognition and customer incentives as applications for digital gift cards. It also notes that some consumers buy cards for their own use, including to organise spending. These different purposes make delivery choice relevant beyond birthday and holiday presents.

InComm's account leaves a continuing role for physical cards, particularly when the giver wants a greeting card or a wrapped presentation. The research supports offering a convenient digital option while matching the format to the recipient and the occasion.