Canonical URL: https://giftcard.news/research-trends/runa-highlights-gift-card-growth-expectations-in-ima-2025-incentives-report-287b040c97e5/ --- description: Runa’s reading of the IMA’s 2025 research emphasizes gift card demand, recipient choice, API integration and fraud prevention. title: Runa highlights gift card growth expectations in IMA 2025 incentives report image: https://giftcard.news/images/social/v1/runa-highlights-gift-card-growth-expectations-ima-2025-incentives-report-418cff4ffb469a670ef066219d89f1d7.jpg --- 1. [Home](https://giftcard.news/) 2. [Research & Trends](https://giftcard.news/research-trends/) 3. Runa highlights gift card growth expectations in IMA 2025 incentives report [Research & Trends](https://giftcard.news/research-trends/) News # Runa highlights gift card growth expectations in IMA 2025 incentives report Runa’s reading of the IMA’s 2025 research emphasizes gift card demand, recipient choice, API integration and fraud prevention. By [Emma Carter](https://giftcard.news/author/emma-carter/) Published: April 25, 2025 at 12:32 PM 2 min read Share [ ](https://x.com/intent/post?url=https%3A%2F%2Fgiftcard.news%2Fresearch-trends%2Fruna-highlights-gift-card-growth-expectations-in-ima-2025-incentives-report-287b040c97e5%2F%3Futm%5Fsource%3Dx%26utm%5Fmedium%3Dsocial&text=Runa%20highlights%20gift%20card%20growth%20expectations%20in%20IMA%202025%20incentives%20report "X") [ ](https://www.linkedin.com/sharing/share-offsite/?url=https%3A%2F%2Fgiftcard.news%2Fresearch-trends%2Fruna-highlights-gift-card-growth-expectations-in-ima-2025-incentives-report-287b040c97e5%2F%3Futm%5Fsource%3Dlinkedin%26utm%5Fmedium%3Dsocial "LinkedIn") [ ](https://wa.me/?text=Runa%20highlights%20gift%20card%20growth%20expectations%20in%20IMA%202025%20incentives%20report%20https%3A%2F%2Fgiftcard.news%2Fresearch-trends%2Fruna-highlights-gift-card-growth-expectations-in-ima-2025-incentives-report-287b040c97e5%2F%3Futm%5Fsource%3Dwhatsapp%26utm%5Fmedium%3Dsocial "WhatsApp") ![Runa highlights gift card growth expectations in IMA 2025 incentives report](https://giftcard.news/images/variants/v1/runa-highlights-gift-card-growth-expectations-ima-2025-incentives-report-w1280.webp) Photo: Source: runa.io [Runa](https://giftcard.news/company/runa/) has drawn attention to gift card growth expectations in the Incentive Marketing Association’s 2025 global research on incentives and recognition. Its April 25 article examines the report’s implications for businesses selecting and distributing rewards. In the figures Runa attributes to the report, 63% of executives considered gift cards highly important to client initiatives, and 61% expected growth in gift card incentives. The findings reflect executives' expectations in the 2025 survey. The article also highlights choice within the category. Among executives matching the IGCC profile, universal and multistore gift cards were among the formats expected to grow. That distinction is relevant to program operators deciding between a single retailer and a 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%2Fruna-highlights-gift-card-growth-expectations-in-ima-2025-incentives-report-287b040c97e5%2F)[ Continue with Google ](https://giftcard.news/api/reader/auth/google/?returnTo=%2Fresearch-trends%2Fruna-highlights-gift-card-growth-expectations-in-ima-2025-incentives-report-287b040c97e5%2F)[ Continue with Facebook ](https://giftcard.news/api/reader/auth/facebook/?returnTo=%2Fresearch-trends%2Fruna-highlights-gift-card-growth-expectations-in-ima-2025-incentives-report-287b040c97e5%2F) No payment required. Newsletter signup is optional. [Already registered? Sign in](https://giftcard.news/login/?returnTo=%2Fresearch-trends%2Fruna-highlights-gift-card-growth-expectations-in-ima-2025-incentives-report-287b040c97e5%2F) ## Sources and documents ExpandCollapse * [The Future of Incentives Is Gift Cards. Runa Gets You There First](https://runa.io/blog/ima-incentives-report?utm%5Fsource=giftcard.news) — Runa ## In this article ### Companies * [Runa](https://giftcard.news/company/runa/) Share [ ](https://x.com/intent/post?url=https%3A%2F%2Fgiftcard.news%2Fresearch-trends%2Fruna-highlights-gift-card-growth-expectations-in-ima-2025-incentives-report-287b040c97e5%2F%3Futm%5Fsource%3Dx%26utm%5Fmedium%3Dsocial&text=Runa%20highlights%20gift%20card%20growth%20expectations%20in%20IMA%202025%20incentives%20report "X") [ ](https://www.linkedin.com/sharing/share-offsite/?url=https%3A%2F%2Fgiftcard.news%2Fresearch-trends%2Fruna-highlights-gift-card-growth-expectations-in-ima-2025-incentives-report-287b040c97e5%2F%3Futm%5Fsource%3Dlinkedin%26utm%5Fmedium%3Dsocial "LinkedIn") [ ](https://wa.me/?text=Runa%20highlights%20gift%20card%20growth%20expectations%20in%20IMA%202025%20incentives%20report%20https%3A%2F%2Fgiftcard.news%2Fresearch-trends%2Fruna-highlights-gift-card-growth-expectations-in-ima-2025-incentives-report-287b040c97e5%2F%3Futm%5Fsource%3Dwhatsapp%26utm%5Fmedium%3Dsocial "WhatsApp") ![Portrait of Emma Carter](https://giftcard.news/images/variants/v1/emma-carter-editorial-portrait-w320.webp) About the author ## [Emma Carter](https://giftcard.news/author/emma-carter/) Journalist — Retail & E-commerce Emma Carter covers retail, e-commerce and the gift card shopping experience 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/emma-carter/#person","name":"Emma Carter","url":"https://giftcard.news/author/emma-carter/","description":"Emma Carter covers retail, e-commerce and the gift card shopping experience for Gift Card News.","jobTitle":"Journalist — Retail & E-commerce","image":{"@type":"ImageObject","url":"https://giftcard.news/images/emma-carter-editorial-portrait.webp","contentUrl":"https://giftcard.news/images/emma-carter-editorial-portrait.webp","width":256,"height":256,"caption":"Illustrated portrait representing the Emma Carter editorial profile."}},{"@type":"ImageObject","url":"https://giftcard.news/images/runa-highlights-gift-card-growth-expectations-ima-2025-incentives-report.webp","contentUrl":"https://giftcard.news/images/runa-highlights-gift-card-growth-expectations-ima-2025-incentives-report.webp","width":1728,"height":956,"@id":"https://giftcard.news/images/runa-highlights-gift-card-growth-expectations-ima-2025-incentives-report.webp#image"},{"@type":"NewsArticle","@id":"https://giftcard.news/research-trends/runa-highlights-gift-card-growth-expectations-in-ima-2025-incentives-report-287b040c97e5/#article","url":"https://giftcard.news/research-trends/runa-highlights-gift-card-growth-expectations-in-ima-2025-incentives-report-287b040c97e5/","headline":"Runa highlights gift card growth expectations in IMA 2025 incentives report","description":"Runa’s reading of the IMA’s 2025 research emphasizes gift card demand, recipient choice, API integration and fraud prevention.","datePublished":"2025-04-25T12:32:01.000Z","dateModified":"2025-04-25T12:32:01.000Z","inLanguage":"en","mainEntityOfPage":{"@id":"https://giftcard.news/research-trends/runa-highlights-gift-card-growth-expectations-in-ima-2025-incentives-report-287b040c97e5/#webpage"},"isPartOf":{"@id":"https://giftcard.news/#website"},"isAccessibleForFree":false,"hasPart":{"@type":"WebPageElement","isAccessibleForFree":false,"cssSelector":".reader-restricted"},"image":[{"@type":"ImageObject","url":"https://giftcard.news/images/runa-highlights-gift-card-growth-expectations-ima-2025-incentives-report.webp","contentUrl":"https://giftcard.news/images/runa-highlights-gift-card-growth-expectations-ima-2025-incentives-report.webp","width":1728,"height":956,"@id":"https://giftcard.news/images/runa-highlights-gift-card-growth-expectations-ima-2025-incentives-report.webp#image"}],"articleSection":"Research & Trends","keywords":["Runa"],"mentions":[{"@type":"Organization","@id":"https://giftcard.news/company/runa/#entity","name":"Runa","url":"https://giftcard.news/company/runa/"}],"wordCount":222,"citation":["https://runa.io/blog/ima-incentives-report"],"author":[{"@id":"https://giftcard.news/author/emma-carter/#person"}],"publisher":{"@id":"https://giftcard.news/#publisher"}},{"@type":"WebPage","@id":"https://giftcard.news/research-trends/runa-highlights-gift-card-growth-expectations-in-ima-2025-incentives-report-287b040c97e5/#webpage","url":"https://giftcard.news/research-trends/runa-highlights-gift-card-growth-expectations-in-ima-2025-incentives-report-287b040c97e5/","name":"Runa highlights gift card growth expectations in IMA 2025 incentives report","description":"Runa’s reading of the IMA’s 2025 research emphasizes gift card demand, recipient choice, API integration and fraud prevention.","inLanguage":"en","isPartOf":{"@id":"https://giftcard.news/#website"},"mainEntity":{"@id":"https://giftcard.news/research-trends/runa-highlights-gift-card-growth-expectations-in-ima-2025-incentives-report-287b040c97e5/#article"},"breadcrumb":{"@id":"https://giftcard.news/research-trends/runa-highlights-gift-card-growth-expectations-in-ima-2025-incentives-report-287b040c97e5/#breadcrumbs"},"primaryImageOfPage":{"@id":"https://giftcard.news/images/runa-highlights-gift-card-growth-expectations-ima-2025-incentives-report.webp#image"}},{"@type":"BreadcrumbList","@id":"https://giftcard.news/research-trends/runa-highlights-gift-card-growth-expectations-in-ima-2025-incentives-report-287b040c97e5/#breadcrumbs","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https://giftcard.news/"},{"@type":"ListItem","position":2,"name":"Research & Trends","item":"https://giftcard.news/research-trends/"},{"@type":"ListItem","position":3,"name":"Runa highlights gift card growth expectations in IMA 2025 incentives report","item":"https://giftcard.news/research-trends/runa-highlights-gift-card-growth-expectations-in-ima-2025-incentives-report-287b040c97e5/"}]}]} ```