Canonical URL: https://giftcard.news/research-trends/incomm-s-2024-holiday-survey-finds-demand-for-both-physical-and-open-d812e8f57415/ --- description: InComm’s survey of 2,510 U.S. consumers details 2024 gift card shopping plans, price sensitivity, physical-card preferences and demand across card types. title: InComm 2024 Holiday Survey: Gift Card Demand and Retail Channels image: https://giftcard.news/images/social/v1/incomm-s-2024-holiday-survey-finds-demand-both-physical-open-loop-gift-c0d2a9c6140de55aabe151d8e0da720b.jpg --- 1. [Home](https://giftcard.news/) 2. [Research & Trends](https://giftcard.news/research-trends/) # InComm’s 2024 Holiday Survey Finds Demand for Both Physical and Open-Loop Gift Cards InComm’s survey of 2,510 U.S. consumers details 2024 gift card shopping plans, price sensitivity, physical-card preferences and demand across card types. By [Oliver Reed](https://giftcard.news/author/oliver-reed/) November 20, 2024 2 min read Share [ ](https://x.com/intent/post?url=https%3A%2F%2Fgiftcard.news%2Fresearch-trends%2Fincomm-s-2024-holiday-survey-finds-demand-for-both-physical-and-open-d812e8f57415%2F%3Futm%5Fsource%3Dx%26utm%5Fmedium%3Dsocial&text=InComm%E2%80%99s%202024%20Holiday%20Survey%20Finds%20Demand%20for%20Both%20Physical%20and%20Open-Loop%20Gift%20Cards "X") [ ](https://www.linkedin.com/sharing/share-offsite/?url=https%3A%2F%2Fgiftcard.news%2Fresearch-trends%2Fincomm-s-2024-holiday-survey-finds-demand-for-both-physical-and-open-d812e8f57415%2F%3Futm%5Fsource%3Dlinkedin%26utm%5Fmedium%3Dsocial "LinkedIn") [ ](https://wa.me/?text=InComm%E2%80%99s%202024%20Holiday%20Survey%20Finds%20Demand%20for%20Both%20Physical%20and%20Open-Loop%20Gift%20Cards%20https%3A%2F%2Fgiftcard.news%2Fresearch-trends%2Fincomm-s-2024-holiday-survey-finds-demand-for-both-physical-and-open-d812e8f57415%2F%3Futm%5Fsource%3Dwhatsapp%26utm%5Fmedium%3Dsocial "WhatsApp") ![InComm Payments 2024 Holiday Report artwork](https://giftcard.news/images/variants/v1/incomm-s-2024-holiday-survey-finds-demand-both-physical-open-loop-gift-w1200.webp) Photo: Source: incomm.com [InComm Payments](https://giftcard.news/company/incomm-payments/)’ 2024 Holiday Report found that gift card shoppers were planning purchases carefully while retaining demand for several card formats. The report, published on November 20, draws on a September 2024 survey of 2,510 U.S. consumers about their intended holiday shopping. Economic conditions were a consideration for 58% of respondents, although more than half expected to spend the same amount on gifts as in the previous year. Their proposed responses included looking harder for lower prices, buying for fewer people, reducing the number of gifts and spreading purchases across paychecks. ## Planned purchases across gift card types Nearly 79% of holiday gift card purchases were expected to be planned in advance, and about 13% of gift card shoppers anticipated buying higher denominations than in 2023\. The survey describes intentions for the 2024 season. Among holiday gift card shoppers, 54% anticipated purchasing a closed-loop card for a particular brand or brand group, 47% expected to buy an open-loop card such as [Visa](https://giftcard.news/company/visa/), [Mastercard](https://giftcard.news/company/mastercard/) or [American Express](https://giftcard.news/company/american-express/), and 35% planned to buy a multi-brand card. InComm also reported that 81% anticipated buying between two and five closed-loop brands. When respondents were asked what they wanted to receive, open-loop gift cards led the range of choices. The report distinguishes those widely accepted network-branded products from closed-loop cards and multi-brand cards redeemable within a defined selection of businesses. ## Physical cards and retail discovery Physical presentation remained significant: 88% said they preferred giving physical gift cards, while 68% preferred receiving them. More than a quarter expected to give more physical cards than in the previous year. Respondents cited wrapping, in-person presentation and ease of use among their reasons. Digital cards also featured in holiday plans, with 52% of holiday shoppers expecting to give the same number as a year earlier. InComm’s discussion links digital delivery with avoiding postal loss and keeping track of gifts. The preferred ways to hear about gift card promotions included in-store displays, retailer websites or apps, direct email and personalized coupons. For retailers, InComm recommended combining card availability with convenient shopping and visible offers across store and online channels. It also noted that 28% of respondents expected to do at least some shopping on Christmas Eve. ## Sources and documents ExpandCollapse * [InComm Payments 2024 Holiday Report](https://www.incomm.com/insights/incomm-payments-2024-holiday-report/?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-2024-holiday-survey-finds-demand-for-both-physical-and-open-d812e8f57415%2F%3Futm%5Fsource%3Dx%26utm%5Fmedium%3Dsocial&text=InComm%E2%80%99s%202024%20Holiday%20Survey%20Finds%20Demand%20for%20Both%20Physical%20and%20Open-Loop%20Gift%20Cards "X") [ ](https://www.linkedin.com/sharing/share-offsite/?url=https%3A%2F%2Fgiftcard.news%2Fresearch-trends%2Fincomm-s-2024-holiday-survey-finds-demand-for-both-physical-and-open-d812e8f57415%2F%3Futm%5Fsource%3Dlinkedin%26utm%5Fmedium%3Dsocial "LinkedIn") [ ](https://wa.me/?text=InComm%E2%80%99s%202024%20Holiday%20Survey%20Finds%20Demand%20for%20Both%20Physical%20and%20Open-Loop%20Gift%20Cards%20https%3A%2F%2Fgiftcard.news%2Fresearch-trends%2Fincomm-s-2024-holiday-survey-finds-demand-for-both-physical-and-open-d812e8f57415%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 ### [MENA’s Digital Gift Card Markets: A Country-by-Country Research Atlas](https://giftcard.news/research-trends/mena-digital-gift-card-markets/) [Oliver Reed](https://giftcard.news/author/oliver-reed/) September 18, 2026 66 min [Research & Trends](https://giftcard.news/research-trends/) Analysis ### [India’s Digital Gift Card Market: Growth, Consumers and Regulation](https://giftcard.news/research-trends/india-digital-gift-card-market/) [Oliver Reed](https://giftcard.news/author/oliver-reed/) September 18, 2026 30 min [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 ```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/oliver-reed/#person","name":"Oliver Reed","url":"https://giftcard.news/author/oliver-reed/","description":"Oliver Reed covers industry acquisitions, investment and market research for Gift Card News.","jobTitle":"Journalist — Industry Deals & 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