A Runa survey found that 41% of respondents received gift cards primarily through loyalty and rewards programmes. The company published the findings on January 25, 2024, in its study of merchant-branded payments.

The research surveyed 1,000 adult consumers in the United States during January 2024. Its results describe that sample and period.

Respondents reported using cards for different purposes: 49% said they treated themselves, while 45% spent them on essentials. Among the factors encouraging use of merchant-branded payments, discounts attracted 81%, additional rewards 78% and member-only benefits 71%.

Choice also mattered for balances redeemable at several merchants. Respondents cited quick access to money, avoiding conventional banking steps and being able to select where to spend.

For payments from businesses or government bodies, 49% preferred bank transfers and 48% favoured digital wallets. Branded gift cards drew 36%, while Visa or Mastercard options drew 34%.

Runa interpreted the findings as a case for retailers to invest in branded payment programmes. Its founder, Aron Alexander, argued that gift cards can contribute to engagement and sales. That conclusion is the company’s commercial interpretation of the survey.