Canonical URL: https://giftcard.news/research-trends/runa-study-reveals-growth-of-digital-b2b-gift-card-distribution-channels-735cdc9d2891/ --- description: Runa’s January 2024 survey of 1,000 US adults examines how consumers receive gift cards, redeem rewards and choose business payout methods. title: Runa 2024 Survey: Rewards Programs Are a Major Gift Card Distribution Channel image: https://giftcard.news/images/social/v1/runa-2024-survey-rewards-programs-major-gift-card-distribution-channel-da4b0632bf4291da4c1ab3fde3bc054e.jpg --- 1. [Home](https://giftcard.news/) 2. [Research & Trends](https://giftcard.news/research-trends/) # Runa 2024 Survey: Rewards Programs Are a Major Gift Card Distribution Channel Runa’s January 2024 survey of 1,000 US adults examines how consumers receive gift cards, redeem rewards and choose business payout methods. By [Suzie Elis](https://giftcard.news/author/suzie-elis/) January 25, 2024 1 min read Share [ ](https://x.com/intent/post?url=https%3A%2F%2Fgiftcard.news%2Fresearch-trends%2Fruna-study-reveals-growth-of-digital-b2b-gift-card-distribution-channels-735cdc9d2891%2F%3Futm%5Fsource%3Dx%26utm%5Fmedium%3Dsocial&text=Runa%202024%20Survey%3A%20Rewards%20Programs%20Are%20a%20Major%20Gift%20Card%20Distribution%20Channel "X") [ ](https://www.linkedin.com/sharing/share-offsite/?url=https%3A%2F%2Fgiftcard.news%2Fresearch-trends%2Fruna-study-reveals-growth-of-digital-b2b-gift-card-distribution-channels-735cdc9d2891%2F%3Futm%5Fsource%3Dlinkedin%26utm%5Fmedium%3Dsocial "LinkedIn") [ ](https://wa.me/?text=Runa%202024%20Survey%3A%20Rewards%20Programs%20Are%20a%20Major%20Gift%20Card%20Distribution%20Channel%20https%3A%2F%2Fgiftcard.news%2Fresearch-trends%2Fruna-study-reveals-growth-of-digital-b2b-gift-card-distribution-channels-735cdc9d2891%2F%3Futm%5Fsource%3Dwhatsapp%26utm%5Fmedium%3Dsocial "WhatsApp") ![Runa](https://giftcard.news/images/variants/v1/runa-2024-survey-rewards-programs-major-gift-card-distribution-channel-w1200.webp) Photo: Source: runa.io A [Runa](https://giftcard.news/company/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](https://giftcard.news/company/visa/) or [Mastercard](https://giftcard.news/company/mastercard/) options drew 34%. Runa interpreted the findings as a case for retailers to invest in branded payment programmes. Its founder, [Aron Alexander](https://giftcard.news/person/aron-alexander/), argued that gift cards can contribute to engagement and sales. That conclusion is the company’s commercial interpretation of the survey. ## Sources and documents ExpandCollapse * [Runa Study Reveals Growth of Digital B2B Gift Card Distribution Channels, with Branded Payments Gaining Favor as a Payment Method](https://runa.io/press-release/runa-study-growth-of-digital-b2b-gift-card?utm%5Fsource=giftcard.news) — runa.io ## In this article ### Companies * [Mastercard](https://giftcard.news/company/mastercard/) * [Runa](https://giftcard.news/company/runa/) * [Visa](https://giftcard.news/company/visa/) ### People * [Aron Alexander](https://giftcard.news/person/aron-alexander/) Share [ ](https://x.com/intent/post?url=https%3A%2F%2Fgiftcard.news%2Fresearch-trends%2Fruna-study-reveals-growth-of-digital-b2b-gift-card-distribution-channels-735cdc9d2891%2F%3Futm%5Fsource%3Dx%26utm%5Fmedium%3Dsocial&text=Runa%202024%20Survey%3A%20Rewards%20Programs%20Are%20a%20Major%20Gift%20Card%20Distribution%20Channel "X") [ ](https://www.linkedin.com/sharing/share-offsite/?url=https%3A%2F%2Fgiftcard.news%2Fresearch-trends%2Fruna-study-reveals-growth-of-digital-b2b-gift-card-distribution-channels-735cdc9d2891%2F%3Futm%5Fsource%3Dlinkedin%26utm%5Fmedium%3Dsocial "LinkedIn") [ ](https://wa.me/?text=Runa%202024%20Survey%3A%20Rewards%20Programs%20Are%20a%20Major%20Gift%20Card%20Distribution%20Channel%20https%3A%2F%2Fgiftcard.news%2Fresearch-trends%2Fruna-study-reveals-growth-of-digital-b2b-gift-card-distribution-channels-735cdc9d2891%2F%3Futm%5Fsource%3Dwhatsapp%26utm%5Fmedium%3Dsocial "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/) Analysis ### [MENA’s Digital Gift Card Markets: A Country-by-Country Research Atlas](https://giftcard.news/research-trends/mena-digital-gift-card-markets/) [Oliver Reed](https://giftcard.news/author/oliver-reed/) September 18, 2026 54 min [Research & Trends](https://giftcard.news/research-trends/) Analysis ### [India’s Digital Gift Card Market: Growth, Consumers and Regulation](https://giftcard.news/research-trends/india-digital-gift-card-market/) [Oliver Reed](https://giftcard.news/author/oliver-reed/) September 18, 2026 30 min [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 ```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/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":256,"height":256,"caption":"Illustrated 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