Canonical URL: https://giftcard.news/research-trends/incomm-s-2024-gift-card-research-finds-planned-purchases-lead-shopper-be-4445efa7e455/ --- description: InComm surveyed more than 6,400 gift card shoppers during 2024, tracking planned purchases, brand choice and packaging preferences in its annual review. title: InComm's 2024 gift card research finds planned purchases lead shopper behaviour image: https://giftcard.news/images/social/v1/incomm-s-2024-gift-card-research-finds-planned-purchases-lead-shopper-behaviour-3639a60c8cb4a9d818489313bd4411a9.jpg --- 1. [Home](https://giftcard.news/) 2. [Research & Trends](https://giftcard.news/research-trends/) # InComm's 2024 gift card research finds planned purchases lead shopper behaviour InComm surveyed more than 6,400 gift card shoppers during 2024, tracking planned purchases, brand choice and packaging preferences in its annual review. By [Daniel Brooks](https://giftcard.news/author/daniel-brooks/) April 29, 2025 2 min read Share [ ](https://x.com/intent/post?url=https%3A%2F%2Fgiftcard.news%2Fresearch-trends%2Fincomm-s-2024-gift-card-research-finds-planned-purchases-lead-shopper-be-4445efa7e455%2F%3Futm%5Fsource%3Dx%26utm%5Fmedium%3Dsocial&text=InComm's%202024%20gift%20card%20research%20finds%20planned%20purchases%20lead%20shopper%20behaviour "X") [ ](https://www.linkedin.com/sharing/share-offsite/?url=https%3A%2F%2Fgiftcard.news%2Fresearch-trends%2Fincomm-s-2024-gift-card-research-finds-planned-purchases-lead-shopper-be-4445efa7e455%2F%3Futm%5Fsource%3Dlinkedin%26utm%5Fmedium%3Dsocial "LinkedIn") [ ](https://wa.me/?text=InComm's%202024%20gift%20card%20research%20finds%20planned%20purchases%20lead%20shopper%20behaviour%20https%3A%2F%2Fgiftcard.news%2Fresearch-trends%2Fincomm-s-2024-gift-card-research-finds-planned-purchases-lead-shopper-be-4445efa7e455%2F%3Futm%5Fsource%3Dwhatsapp%26utm%5Fmedium%3Dsocial "WhatsApp") ![InComm's 2024 gift card research finds planned purchases lead shopper behaviour](https://giftcard.news/images/variants/v1/incomm-s-2024-gift-card-research-finds-planned-purchases-lead-shopper-behaviour-w1280.webp) Photo: Source: incomm.com Planned purchases accounted for 68% of gift card buying in [InComm Payments](https://giftcard.news/company/incomm-payments/)' 2024 research, compared with 21% described as spontaneous and 11% as last-minute purchases. The company published its annual review in April 2025, drawing on quarterly surveys of more than 6,400 gift card shoppers during 2024. InComm reported that the planned-purchase share rose 13% year over year. That is the change as expressed in the company's report, rather than a statement that the share increased by 13 percentage points. [Tammy McGill](https://giftcard.news/person/tammy-mcgill/), director of market research, presented the findings as a way to examine how consumers selected and used gift cards across the year. Convenience influenced 62% of open-loop card shoppers and 59% of closed-loop card shoppers. These figures relate to the respective groups in the research and help distinguish the role of a broadly accepted prepaid reward from a card tied to a particular retailer or brand. The study found that 71% of cards were bought for other people and 29% for the purchaser's own use. InComm reported year-over-year growth of 9% in gift 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-2024-gift-card-research-finds-planned-purchases-lead-shopper-be-4445efa7e455%2F)[ Continue with Google ](https://giftcard.news/api/reader/auth/google/?returnTo=%2Fresearch-trends%2Fincomm-s-2024-gift-card-research-finds-planned-purchases-lead-shopper-be-4445efa7e455%2F)[ Continue with Facebook ](https://giftcard.news/api/reader/auth/facebook/?returnTo=%2Fresearch-trends%2Fincomm-s-2024-gift-card-research-finds-planned-purchases-lead-shopper-be-4445efa7e455%2F) No payment required. Newsletter signup is optional. [Already registered? Sign in](https://giftcard.news/login/?returnTo=%2Fresearch-trends%2Fincomm-s-2024-gift-card-research-finds-planned-purchases-lead-shopper-be-4445efa7e455%2F) ## Sources and documents ExpandCollapse * [2024 Gift Card Year in Review](https://www.incomm.com/insights/2024-gift-card-year-in-review/?utm%5Fsource=giftcard.news) — incomm.com ## In this article ### Companies * [InComm Payments](https://giftcard.news/company/incomm-payments/) ### People * [Tammy McGill](https://giftcard.news/person/tammy-mcgill/) Share [ ](https://x.com/intent/post?url=https%3A%2F%2Fgiftcard.news%2Fresearch-trends%2Fincomm-s-2024-gift-card-research-finds-planned-purchases-lead-shopper-be-4445efa7e455%2F%3Futm%5Fsource%3Dx%26utm%5Fmedium%3Dsocial&text=InComm's%202024%20gift%20card%20research%20finds%20planned%20purchases%20lead%20shopper%20behaviour "X") [ ](https://www.linkedin.com/sharing/share-offsite/?url=https%3A%2F%2Fgiftcard.news%2Fresearch-trends%2Fincomm-s-2024-gift-card-research-finds-planned-purchases-lead-shopper-be-4445efa7e455%2F%3Futm%5Fsource%3Dlinkedin%26utm%5Fmedium%3Dsocial "LinkedIn") [ ](https://wa.me/?text=InComm's%202024%20gift%20card%20research%20finds%20planned%20purchases%20lead%20shopper%20behaviour%20https%3A%2F%2Fgiftcard.news%2Fresearch-trends%2Fincomm-s-2024-gift-card-research-finds-planned-purchases-lead-shopper-be-4445efa7e455%2F%3Futm%5Fsource%3Dwhatsapp%26utm%5Fmedium%3Dsocial "WhatsApp") ![Portrait of Daniel Brooks](https://giftcard.news/images/variants/v1/daniel-brooks-editorial-portrait-w320.webp) About the author ## [Daniel Brooks](https://giftcard.news/author/daniel-brooks/) Journalist — Payments, Security & PCI DSS Daniel Brooks covers payment networks, financial technology, payment security, gift card fraud and PCI DSS 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? A State-by-State Guide](https://giftcard.news/research-trends/can-you-cash-out-your-gift-card-state-by-state-guide/) [Oliver Reed](https://giftcard.news/author/oliver-reed/) September 17, 2026 79 min ```json {"@context":"https://schema.org","@graph":[{"@type":"Organization","@id":"https://giftcard.news/#publisher","name":"Gift Card News","url":"https://giftcard.news/","logo":{"@type":"ImageObject","url":"https://giftcard.news/brand/giftcard-news-logo.svg"}},{"@type":"Person","@id":"https://giftcard.news/author/daniel-brooks/#person","name":"Daniel Brooks","url":"https://giftcard.news/author/daniel-brooks/","description":"Daniel Brooks covers payment networks, financial technology, payment security, gift card fraud and PCI DSS for Gift Card News.","jobTitle":"Journalist — Payments, Security & PCI 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