Store-specific gift cards were the most frequently selected option in a new U.S. holiday survey from The Strawhecker Group and the Electronic Transactions Association. The study found that 71% planned to buy at least one gift card. In the gift-card question, 52% selected a card tied to a store or retailer, ahead of restaurant and general-purpose cards. [S1] [S2]

Store cards lead the reported gift-card choices

The two organizations surveyed 1,099 U.S. adults from September 8 to 13. The gift-card figure gives a separate question base of 1,030 and allows more than one choice. Restaurant cards drew 39% and general-purpose cards 35%. The report also lists 21% for digital cards, a format that can overlap with any of the card types. [S2]

The data behind the story

U.S. holiday gift-card types selected in the TSG and ETA survey

Selected card types from the same multiple-response question. The gift-card figure lists a base of 1,030, separate from the overall survey sample of 1,099 adults.

percent of the gift-card question base
Source
TSG and ETA Consumer Holiday Spending Study, page 17

U.S. adults, surveyed September 8–13, 2026. Respondents could select more than one answer. These are reported intentions for the 2026 holiday season; the study did not track purchases, dollars spent or redemption.

Show data tableHide data table
Scroll left or right to see all columns
U.S. holiday gift-card types selected in the TSG and ETA survey (percent of the gift-card question base)
CategoryReported selection
Store or retailer-specific52 percent of the gift-card question base
Restaurant39 percent of the gift-card question base
General-purpose35 percent of the gift-card question base
Gaming or entertainment20 percent of the gift-card question base

The store-specific result matters to retailers because it shows where respondents say they are willing to direct spending. The same survey also found demand for cards that can be used more broadly. The numbers say little about which option brings in more money because the study does not report gift-card purchase values by type. [S2]

The Strawhecker Group published the study on October 28. The Electronic Transactions Association followed with a formal release on October 30. In an interview with Digital Transactions, TSG senior research analyst Kelly Prange said a store-specific card can signal that the buyer knows the recipient’s tastes. She also pointed to promotions, lower fees and ease of purchase as possible considerations. The survey’s gift-card question did not measure the effect of any of those factors. [S1] [S2] [S3] [S4]

The 71% measures what respondents planned to buy. A separate National Retail Federation survey asked shoppers what they would like to receive. InComm Payments’ holiday study asked about intended purchases using its own sample and question. Each survey addresses a different population or question, so the percentages do not establish a rise or fall in demand.