Canonical URL: https://giftcard.news/research-trends/most-shoppers-aged-35-or-older-to-shop-online-this-black-friday-44609082c2a4/ --- description: The November 2018 release found strong gift-card interest among respondents, alongside a preference for shopping online on Black Friday. title: Gift Card Granny’s 2018 survey puts online shopping and gift cards at the centre of holiday plans image: https://giftcard.news/images/social/v1/gift-card-granny-s-2018-survey-puts-online-shopping-cards-centre-holiday-62184c40885ef6313d68e10bf591ba6d.jpg --- 1. [Home](https://giftcard.news/) 2. [Research & Trends](https://giftcard.news/research-trends/) # Gift Card Granny’s 2018 survey puts online shopping and gift cards at the centre of holiday plans The November 2018 release found strong gift-card interest among respondents, alongside a preference for shopping online on Black Friday. By [Suzie Elis](https://giftcard.news/author/suzie-elis/) November 20, 2018 3 min read [ Google News ](https://google.com/preferences/source?q=giftcard.news&utm%5Fsource=giftcard.news&utm%5Fcampaign=giftcard.news) Share [ ](https://x.com/intent/post?url=https%3A%2F%2Fgiftcard.news%2Fresearch-trends%2Fmost-shoppers-aged-35-or-older-to-shop-online-this-black-friday-44609082c2a4%2F%3Futm%5Fsource%3Dx%26utm%5Fmedium%3Dsocial&text=Gift+Card+Granny%E2%80%99s+2018+survey+puts+online+shopping+and+gift+cards+at+the+centre+of+holiday+plans&utm%5Fsource=giftcard.news&utm%5Fcampaign=giftcard.news "X") [ ](https://www.linkedin.com/sharing/share-offsite/?url=https%3A%2F%2Fgiftcard.news%2Fresearch-trends%2Fmost-shoppers-aged-35-or-older-to-shop-online-this-black-friday-44609082c2a4%2F%3Futm%5Fsource%3Dlinkedin%26utm%5Fmedium%3Dsocial&utm%5Fsource=giftcard.news&utm%5Fcampaign=giftcard.news "LinkedIn") [ ](https://wa.me/?text=Gift+Card+Granny%E2%80%99s+2018+survey+puts+online+shopping+and+gift+cards+at+the+centre+of+holiday+plans+https%3A%2F%2Fgiftcard.news%2Fresearch-trends%2Fmost-shoppers-aged-35-or-older-to-shop-online-this-black-friday-44609082c2a4%2F%3Futm%5Fsource%3Dwhatsapp%26utm%5Fmedium%3Dsocial&utm%5Fsource=giftcard.news&utm%5Fcampaign=giftcard.news "WhatsApp") ![Official portrait of Jason Wolfe supplied in Gift Card Granny’s media kit](https://giftcard.news/images/variants/v1/gift-card-granny-s-2018-survey-puts-online-shopping-cards-centre-holiday-w500.webp) Official illustrative portrait of Jason Wolfe from the company’s media resources; not a photograph of the 2018 survey. Photo: Gift Card Granny / Wolfe [Gift Card Granny](https://giftcard.news/company/gift-card-granny/) reported on November 20, 2018 that nearly 80% of respondents planned to give a gift card during the holiday season. Its survey release also described a strong preference for online Black Friday shopping, including among respondents aged 35 and older. [\[S01\]](#article-source-1) ## How respondents expected to shop The data behind the story ### Black Friday shopping preferences reported in 2018 Share of respondents choosing each shopping channel. Respondents % Tap or hover for details. All values are also available in the data table. Source [\[S01\]](#article-source-1) Gift Card Granny release, November 20, 2018 Company survey. The release does not disclose sample size, recruitment, fieldwork dates or weighting. These are reported preferences, not verified purchases. Show data tableHide data table Scroll left or right to see all columns __Black Friday shopping preferences reported in 2018 (%)__ | Category | Respondents | | ------------------- | ----------- | | Online only | 50% | | Online and in store | 37% | | In store only | 13% | The company said 80% of respondents aged 35 or older planned an online Black Friday purchase. Approximately 80% of respondents also said they would be happy or thrilled to receive a gift card. [\[S01\]](#article-source-1) ## Interest is different from measured sales These findings describe a survey conducted before the holiday shopping period. They cannot establish the value of gift cards subsequently sold, the rate at which recipients redeemed them or the spending delivered to individual retailers. The release also reported two selected reactions to receiving a gift card: approximately 80% would feel happy or thrilled, while 10% would feel indifferent. These are stated feelings. The approximate first value and the unreported remaining response categories prevent an exact full distribution, and neither response measures later sales or redemption. [\[S01\]](#article-source-1) The data behind the story ### Selected reactions to receiving a gift card in 2018 Selected attitudes reported by Gift Card Granny before the 2018 holiday season. % of respondents % of respondents Tap or hover for details. All values are also available in the data table. Source Gift Card Granny original November 20, 2018 release Happy or thrilled is approximately80%, not an exact80.0%. The original does not disclose sample size, field dates, recruitment or weighting. Other response categories are not reconstructed. These are attitudes, not actual gift-card purchases or redemptions. Show data tableHide data table Scroll left or right to see all columns __Selected reactions to receiving a gift card in 2018 (% of respondents)__ | Category | % of respondents | | --------------------------------- | ------------------- | | Happy or thrilled (approximately) | 80 % of respondents | | Indifferent | 10 % of respondents | The release did not disclose the sample size, recruitment method, fieldwork dates or weighting. Its results are therefore presented here as responses to the company’s survey, without treating them as a precise estimate for all US adults. For a gift-card seller, the useful connection is between the purchase channel and the product being considered. A shopper who intends to buy online may need clear delivery timing, a straightforward choice of value and an explanation of whether the recipient receives a physical card or a digital code. The survey does not measure which of those features changes conversion. The 2018 findings also sit in a specific historical setting. They should not be used as a current forecast or compared with a later survey unless the questions, sample and timing are sufficiently similar. ## In this article ### Companies * [Gift Card Granny](https://giftcard.news/company/gift-card-granny/) ### People * [Jason Wolfe](https://giftcard.news/person/jason-wolfe/) ### Sources and documents * [\[S01\] Gift Card Granny holiday survey release, November 20, 2018](https://www.prweb.com/releases/majority-of-shoppers-35-or-older-will-shop-online-this-black-friday-871372678.html?utm%5Fsource=giftcard.news&utm%5Fcampaign=giftcard.news) — Gift Card Granny via PRWeb * [\[S02\] Official media resources and portrait of Jason Wolfe](https://www.giftcardgranny.com/press/brand-resources/?utm%5Fsource=giftcard.news&utm%5Fcampaign=giftcard.news) — Gift Card Granny Share [ ](https://x.com/intent/post?url=https%3A%2F%2Fgiftcard.news%2Fresearch-trends%2Fmost-shoppers-aged-35-or-older-to-shop-online-this-black-friday-44609082c2a4%2F%3Futm%5Fsource%3Dx%26utm%5Fmedium%3Dsocial&text=Gift+Card+Granny%E2%80%99s+2018+survey+puts+online+shopping+and+gift+cards+at+the+centre+of+holiday+plans&utm%5Fsource=giftcard.news&utm%5Fcampaign=giftcard.news "X") [ ](https://www.linkedin.com/sharing/share-offsite/?url=https%3A%2F%2Fgiftcard.news%2Fresearch-trends%2Fmost-shoppers-aged-35-or-older-to-shop-online-this-black-friday-44609082c2a4%2F%3Futm%5Fsource%3Dlinkedin%26utm%5Fmedium%3Dsocial&utm%5Fsource=giftcard.news&utm%5Fcampaign=giftcard.news "LinkedIn") [ ](https://wa.me/?text=Gift+Card+Granny%E2%80%99s+2018+survey+puts+online+shopping+and+gift+cards+at+the+centre+of+holiday+plans+https%3A%2F%2Fgiftcard.news%2Fresearch-trends%2Fmost-shoppers-aged-35-or-older-to-shop-online-this-black-friday-44609082c2a4%2F%3Futm%5Fsource%3Dwhatsapp%26utm%5Fmedium%3Dsocial&utm%5Fsource=giftcard.news&utm%5Fcampaign=giftcard.news "WhatsApp") ![Portrait of Suzie Elis](https://giftcard.news/images/variants/v1/suzie-elis-editorial-portrait-w320.webp) About the author ## [Suzie Elis](https://giftcard.news/author/suzie-elis/) Journalist — Gift Cards & Digital Gifting Suzie Elis covers gift card products, digital gifting and distribution 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/) News ### [InComm’s holiday survey puts gift cards first in U.S. purchase plans](https://giftcard.news/research-trends/incomm-2026-holiday-gift-card-purchase-plans/) [Emma Carter](https://giftcard.news/author/emma-carter/) October 21, 2026 5 min [Research & Trends](https://giftcard.news/research-trends/) News ### [Gift cards lead NRF’s 2026 holiday wish list at 47%](https://giftcard.news/research-trends/nrf-2026-holiday-gift-card-wish-list/) [Emma Carter](https://giftcard.news/author/emma-carter/) October 20, 2026 3 min [Research & Trends](https://giftcard.news/research-trends/) News ### [iGift’s three-brand index records a lower Roblox discount in week 42](https://giftcard.news/research-trends/igift-week42-2026-gift-card-discount-index/) [Oliver Reed](https://giftcard.news/author/oliver-reed/) October 19, 2026 4 min ```json {"@context":"https://schema.org","@graph":[{"@type":"NewsMediaOrganization","@id":"https://giftcard.news/#publisher","name":"Gift Card News","url":"https://giftcard.news/","description":"News and analysis covering gift cards, retail, loyalty, rewards and payments worldwide.","logo":{"@type":"ImageObject","url":"https://giftcard.news/icon-512.png","contentUrl":"https://giftcard.news/icon-512.png","width":512,"height":512,"@id":"https://giftcard.news/#logo"},"publishingPrinciples":"https://giftcard.news/editorial-policy/","correctionsPolicy":"https://giftcard.news/editorial-policy/"},{"@type":"WebSite","@id":"https://giftcard.news/#website","url":"https://giftcard.news/","name":"Gift Card News","description":"News and analysis covering gift cards, retail, loyalty, rewards and payments worldwide.","inLanguage":"en","publisher":{"@id":"https://giftcard.news/#publisher"},"potentialAction":{"@type":"SearchAction","target":"https://giftcard.news/search/?q={search_term_string}","query-input":"required name=search_term_string"}},{"@type":"Person","@id":"https://giftcard.news/author/suzie-elis/#person","name":"Suzie Elis","url":"https://giftcard.news/author/suzie-elis/","description":"Suzie Elis covers gift card products, digital gifting and distribution for Gift Card News.","jobTitle":"Journalist — Gift Cards & Digital Gifting","image":{"@type":"ImageObject","url":"https://giftcard.news/images/suzie-elis-editorial-portrait.webp","contentUrl":"https://giftcard.news/images/suzie-elis-editorial-portrait.webp","width":1254,"height":1254,"caption":"Illustrated portrait representing the Suzie Elis editorial profile.","@id":"https://giftcard.news/images/suzie-elis-editorial-portrait.webp#image","encodingFormat":"image/webp","description":"Illustrated portrait for Suzie Elis, a Gift Card News editorial pen name","creditText":"Gift Card News / AI-generated illustration"}},{"@type":"ImageObject","url":"https://giftcard.news/images/gift-card-granny-s-2018-survey-puts-online-shopping-cards-centre-holiday.webp","contentUrl":"https://giftcard.news/images/gift-card-granny-s-2018-survey-puts-online-shopping-cards-centre-holiday.webp","width":500,"height":500,"caption":"Official illustrative portrait of Jason Wolfe from the company’s media resources; not a photograph of the 2018 survey.","@id":"https://giftcard.news/images/gift-card-granny-s-2018-survey-puts-online-shopping-cards-centre-holiday.webp#image","encodingFormat":"image/webp","description":"Official portrait of Jason Wolfe supplied in Gift Card Granny’s media kit","creditText":"Gift Card Granny / Wolfe","isBasedOn":"https://www.giftcardgranny.com/press/brand-resources/"},{"@type":"Dataset","@id":"https://giftcard.news/research-trends/most-shoppers-aged-35-or-older-to-shop-online-this-black-friday-44609082c2a4/#dataset","url":"https://giftcard.news/research-trends/most-shoppers-aged-35-or-older-to-shop-online-this-black-friday-44609082c2a4/","name":"Gift Card Granny’s 2018 survey puts online shopping and gift cards at the centre of holiday plans: figure data","description":"Tabular data for the figures accompanying \"Gift Card Granny’s 2018 survey puts online shopping and gift cards at the centre of holiday plans\". 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