InComm Payments reported a 16.6% year-over-year increase in gift cards purchased per quarter in its review of 2021 consumer surveys. Published on April 12, 2022, the analysis examines shopping for both network-branded open-loop cards and closed-loop cards tied to a particular retailer or brand.

Convenience remained central, but promotions gained influence. The report said the importance of getting a deal as a purchase factor increased 47% among closed-loop shoppers and 27% among open-loop shoppers. About a quarter of each group said discounts on multi-packs or multiple cards could influence their decisions.

Email led promotional discovery

Email was the leading channel where both groups expected to learn about promotional offers. In-store signage became less prominent, while social media and digital coupons also ranked among the preferred channels.

Most buying remained deliberate: 77% of open-loop purchases were planned in advance, while 84% of closed-loop purchases were described as mostly or always planned. The company connected that advance planning with the importance of stocking the brands customers had already decided to

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