Canonical URL: https://giftcard.news/research-trends/incomm-s-2022-holiday-research-links-gift-card-preferences-to-shopper-d939c112b54d/ --- description: InComm’s generational analysis of 2022 holiday shoppers compares gift card preferences and the marketing channels favored by Gen Z, millennials and older buyers. title: InComm 2022 Research: Gift Card Preferences by Generation image: https://giftcard.news/images/social/v1/incomm-s-2022-holiday-research-links-gift-card-preferences-shopper-generations-61b02e5e5312c526b6b05e7887ec7c57.jpg --- 1. [Home](https://giftcard.news/) 2. [Research & Trends](https://giftcard.news/research-trends/) # InComm’s 2022 Holiday Research Links Gift Card Preferences to Shopper Generations InComm’s generational analysis of 2022 holiday shoppers compares gift card preferences and the marketing channels favored by Gen Z, millennials and older buyers. By [Oliver Reed](https://giftcard.news/author/oliver-reed/) November 30, 2022 2 min read Share [ ](https://x.com/intent/post?url=https%3A%2F%2Fgiftcard.news%2Fresearch-trends%2Fincomm-s-2022-holiday-research-links-gift-card-preferences-to-shopper-d939c112b54d%2F%3Futm%5Fsource%3Dx%26utm%5Fmedium%3Dsocial&text=InComm%E2%80%99s%202022%20Holiday%20Research%20Links%20Gift%20Card%20Preferences%20to%20Shopper%20Generations "X") [ ](https://www.linkedin.com/sharing/share-offsite/?url=https%3A%2F%2Fgiftcard.news%2Fresearch-trends%2Fincomm-s-2022-holiday-research-links-gift-card-preferences-to-shopper-d939c112b54d%2F%3Futm%5Fsource%3Dlinkedin%26utm%5Fmedium%3Dsocial "LinkedIn") [ ](https://wa.me/?text=InComm%E2%80%99s%202022%20Holiday%20Research%20Links%20Gift%20Card%20Preferences%20to%20Shopper%20Generations%20https%3A%2F%2Fgiftcard.news%2Fresearch-trends%2Fincomm-s-2022-holiday-research-links-gift-card-preferences-to-shopper-d939c112b54d%2F%3Futm%5Fsource%3Dwhatsapp%26utm%5Fmedium%3Dsocial "WhatsApp") ![InComm 2022 Holiday Report generational shopping artwork](https://giftcard.news/images/variants/v1/incomm-s-2022-holiday-research-links-gift-card-preferences-shopper-generations-report-w363.webp) Photo: Source: incomm.com [InComm Payments](https://giftcard.news/company/incomm-payments/)’ generational breakdown of its 2022 Holiday Report found broad agreement on the most-wanted gift cards, with sharper differences in how shoppers wanted to hear about offers. The analysis was published on November 30, 2022. [Visa](https://giftcard.news/company/visa/), [Mastercard](https://giftcard.news/company/mastercard/) and [American Express](https://giftcard.news/company/american-express/) cards, followed by online-retailer cards, occupied the leading preference categories across the generations discussed. Below those common choices, Generation X and baby boomers placed more emphasis on restaurant and dining cards and showed greater interest in grocery cards than younger shoppers. Generation Z’s leading choices differed more noticeably: clothing and gaming ranked ahead of restaurants and dining. InComm used the comparison to argue that a gift card selection should reflect the shoppers a retailer is trying to reach. ## Digital discovery and promotion channels Nearly one-third of holiday shoppers said social media was likely to affect what they bought that season. Younger respondents were more susceptible to that influence. Generation Z was also the only group for which Facebook was not the leading social platform influencing holiday shopping. The promotional-channel results showed Your free reader account ## Continue reading for free. Create your account or sign in to get unlimited access. [ Continue with LinkedIn ](https://giftcard.news/api/reader/auth/linkedin/?returnTo=%2Fresearch-trends%2Fincomm-s-2022-holiday-research-links-gift-card-preferences-to-shopper-d939c112b54d%2F)[ Continue with Google ](https://giftcard.news/api/reader/auth/google/?returnTo=%2Fresearch-trends%2Fincomm-s-2022-holiday-research-links-gift-card-preferences-to-shopper-d939c112b54d%2F)[ Continue with Facebook ](https://giftcard.news/api/reader/auth/facebook/?returnTo=%2Fresearch-trends%2Fincomm-s-2022-holiday-research-links-gift-card-preferences-to-shopper-d939c112b54d%2F) No payment required. Newsletter signup is optional. [Already registered? Sign in](https://giftcard.news/login/?returnTo=%2Fresearch-trends%2Fincomm-s-2022-holiday-research-links-gift-card-preferences-to-shopper-d939c112b54d%2F) ## Sources and documents ExpandCollapse * [2022 Holiday Report Generations Breakdown](https://www.incomm.com/insights/2022-holiday-report-generations-breakdown/?utm%5Fsource=giftcard.news) — incomm.com ## In this article ### Companies * [American Express](https://giftcard.news/company/american-express/) * [InComm Payments](https://giftcard.news/company/incomm-payments/) * [Mastercard](https://giftcard.news/company/mastercard/) * [Visa](https://giftcard.news/company/visa/) Share [ ](https://x.com/intent/post?url=https%3A%2F%2Fgiftcard.news%2Fresearch-trends%2Fincomm-s-2022-holiday-research-links-gift-card-preferences-to-shopper-d939c112b54d%2F%3Futm%5Fsource%3Dx%26utm%5Fmedium%3Dsocial&text=InComm%E2%80%99s%202022%20Holiday%20Research%20Links%20Gift%20Card%20Preferences%20to%20Shopper%20Generations "X") [ ](https://www.linkedin.com/sharing/share-offsite/?url=https%3A%2F%2Fgiftcard.news%2Fresearch-trends%2Fincomm-s-2022-holiday-research-links-gift-card-preferences-to-shopper-d939c112b54d%2F%3Futm%5Fsource%3Dlinkedin%26utm%5Fmedium%3Dsocial "LinkedIn") [ ](https://wa.me/?text=InComm%E2%80%99s%202022%20Holiday%20Research%20Links%20Gift%20Card%20Preferences%20to%20Shopper%20Generations%20https%3A%2F%2Fgiftcard.news%2Fresearch-trends%2Fincomm-s-2022-holiday-research-links-gift-card-preferences-to-shopper-d939c112b54d%2F%3Futm%5Fsource%3Dwhatsapp%26utm%5Fmedium%3Dsocial "WhatsApp") ![Portrait of Oliver Reed](https://giftcard.news/images/variants/v1/oliver-reed-editorial-portrait-w320.webp) About the author ## [Oliver Reed](https://giftcard.news/author/oliver-reed/) Journalist — Industry Deals & Research Oliver Reed covers industry acquisitions, investment and market research 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 ### [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 [Research & Trends](https://giftcard.news/research-trends/) Analysis ### [Gift Card Fraud in the United States](https://giftcard.news/research-trends/gift-card-fraud-in-the-united-states/) [Oliver Reed](https://giftcard.news/author/oliver-reed/) September 17, 2026 66 min [Research & Trends](https://giftcard.news/research-trends/) Analysis ### [Can You Cash Out Your Gift Card? 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