Runa has reviewed GCVA consumer research pointing to stronger demand for gift card choice and cross-channel redemption. Its April 2025 article combines gift card purchasing findings with the report’s outlook for UK retail spending.
According to the figures cited by Runa, the proportion of buyers selecting multistore gift cards reached 39.5% in February 2025, compared with 34.7% a year earlier. The company interprets the increase as evidence that recipients value flexibility beyond a single retailer.
Redemption access is another theme: 53.8% of respondents expected a retailer’s gift cards to work across its sales channels. For merchants and reward platforms, that puts attention on whether a recipient can use the card online and in
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Oliver Reed
Oliver Reed covers industry acquisitions, investment and market research for Gift Card News.