InComm Payments reported strong planned gift card demand in its 2025 Holiday Report, while shoppers described economic conditions and prices as factors influencing their decisions.

In an October 28, 2025 discussion of the findings, the company said 62% of consumers expected economic conditions to affect their shopping. It reported that 69% would reconsider gifts in clothing, food or electronics because of tariffs.

Gift cards ranked first among intended holiday gifts in the report. InComm said respondents planned an average of eight physical and four digital cards, with 39% expecting to buy more physical cards than in 2024 and 23% planning more digital cards.

The company also reported that 61% intended to purchase an open-loop gift card, naming Visa, Mastercard and American Express as examples of payment-network brands. These are stated intentions for the 2025 season, not completed sales.

Promotions and visibility were part of InComm’s advice to merchants. It said 34% of shoppers considered sales and deals when choosing gifts, and recommended coordinating store displays with email, social media and other seasonal communication.

The report classified 76% of holiday gift card purchases as planned and 17% as spontaneous. InComm used the findings to encourage retailers to prepare both their gift card assortments and the information shoppers encounter before and during a visit.