InComm Payments reported that 57% of consumers in its research had received a gift card for a retailer, restaurant or service they had not previously tried.

The figures appeared in the company’s March 22, 2024 article and accompanying graphics, based on gift card shopper research conducted in 2023. The stated overall sample was 6,475 respondents.

The graphics report that 76% used the card to try the unfamiliar business. They also state that 89% said they would be likely to visit again after trying it. That second figure measures stated intention, rather than a verified subsequent visit.

In a related finding, 34% of recipients of closed-loop, or branded, cards reported spending more than the card’s value when redeeming. The company presented this as another way gift card redemption can connect with retail sales.

InComm’s discussion focuses on a giver choosing a brand they think the recipient may enjoy, even without a prior customer relationship. For merchants, the research positions branded gift cards as an introduction to their product or service as well as a method of payment.