Canonical URL: https://giftcard.news/research-trends/tsg-eta-2026-us-holiday-gift-card-purchase-plans/ --- description: TSG and ETA found that 71% planned to buy gift cards, with retailer cards at 52%, restaurant cards at 39% and general-purpose cards at 35%. title: Store gift cards lead TSG and ETA’s 2026 U.S. holiday survey image: https://giftcard.news/images/social/v1/store-gift-cards-lead-u-s-holiday-purchase-plans-tsg-eta-survey-0809fd4a169d131f1e1a5bf0fe2cc5c0.jpg --- 1. [Home](https://giftcard.news/) 2. [Research & Trends](https://giftcard.news/research-trends/) # Store gift cards lead U.S. holiday purchase plans in TSG and ETA survey In the joint TSG and ETA survey, 71% planned to buy at least one gift card. Store-specific cards led the multiple-choice question at 52%, followed by restaurant cards at 39%. By [Emma Carter](https://giftcard.news/author/emma-carter/) October 28, 2026 2 min read [ Google News ](https://google.com/preferences/source?q=giftcard.news&utm%5Fsource=giftcard.news&utm%5Fcampaign=giftcard.news) Share [ ](https://x.com/intent/post?url=https%3A%2F%2Fgiftcard.news%2Fresearch-trends%2Ftsg-eta-2026-us-holiday-gift-card-purchase-plans%2F%3Futm%5Fsource%3Dx%26utm%5Fmedium%3Dsocial&text=Store+gift+cards+lead+U.S.+holiday+purchase+plans+in+TSG+and+ETA+survey&utm%5Fsource=giftcard.news&utm%5Fcampaign=giftcard.news "X") [ ](https://www.linkedin.com/sharing/share-offsite/?url=https%3A%2F%2Fgiftcard.news%2Fresearch-trends%2Ftsg-eta-2026-us-holiday-gift-card-purchase-plans%2F%3Futm%5Fsource%3Dlinkedin%26utm%5Fmedium%3Dsocial&utm%5Fsource=giftcard.news&utm%5Fcampaign=giftcard.news "LinkedIn") [ ](https://wa.me/?text=Store+gift+cards+lead+U.S.+holiday+purchase+plans+in+TSG+and+ETA+survey+https%3A%2F%2Fgiftcard.news%2Fresearch-trends%2Ftsg-eta-2026-us-holiday-gift-card-purchase-plans%2F%3Futm%5Fsource%3Dwhatsapp%26utm%5Fmedium%3Dsocial&utm%5Fsource=giftcard.news&utm%5Fcampaign=giftcard.news "WhatsApp") ![The 2026 Consumer Holiday Spending Study banner with the TSG and ETA marks above an illustrated winter village.](https://giftcard.news/images/variants/v1/store-gift-cards-lead-u-s-holiday-purchase-plans-tsg-eta-survey-w1280.webp) Publisher artwork for the 2026 Consumer Holiday Spending Study, with the TSG and ETA marks and an illustrated winter village. Photo: TSG / Electronic Transactions Association Store-specific gift cards were the most frequently selected option in a new U.S. holiday survey from [The Strawhecker Group](https://giftcard.news/company/the-strawhecker-group/) and the [Electronic Transactions Association](https://giftcard.news/organization/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. [\[S1\]](#article-source-1) [\[S2\]](#article-source-2) ## 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. [\[S2\]](#article-source-2) 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. Reported selection percent of the gift-card question base Tap or hover for details. All values are also available in the data table. 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)__ | Category | Reported selection | | -------------------------- | ----------------------------------------- | | Store or retailer-specific | 52 percent of the gift-card question base | | Restaurant | 39 percent of the gift-card question base | | General-purpose | 35 percent of the gift-card question base | | Gaming or entertainment | 20 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. [\[S2\]](#article-source-2) 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. [\[S1\]](#article-source-1) [\[S2\]](#article-source-2) [\[S3\]](#article-source-3) [\[S4\]](#article-source-4) The 71% measures what respondents planned to buy. A separate [National Retail Federation survey](https://giftcard.news/research-trends/nrf-2026-holiday-gift-card-wish-list/) asked shoppers what they would like to receive. [InComm Payments’ holiday study](https://giftcard.news/research-trends/incomm-2026-holiday-gift-card-purchase-plans/) 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. ## In this article ### Companies * [The Strawhecker Group](https://giftcard.news/company/the-strawhecker-group/) ### Organizations * [Electronic Transactions Association](https://giftcard.news/organization/electronic-transactions-association/) ### Sources and documents * [\[S1\] Original October 28 study release](https://tsgpayments.com/payment-choice-wins-holiday-shoppers-four-trends-shaping-the-2026-season/?utm%5Fsource=giftcard.news&utm%5Fcampaign=giftcard.news) — The Strawhecker Group * [\[S2\] 2026 Consumer Holiday Spending Study, full report](https://webview.tsgpayments.com/hubfs/TSG%5FETA%5FConsumer%5FHoliday%5FSpending%5FStudy%5F2026.pdf?utm%5Fsource=giftcard.news&utm%5Fcampaign=giftcard.news) — The Strawhecker Group and Electronic Transactions Association * [\[S3\] Formal October 30 announcement](https://www.prnewswire.com/news-releases/holiday-shoppers-face-greater-financial-pressure-making-payment-choice-more-important-302924996.html?utm%5Fsource=giftcard.news&utm%5Fcampaign=giftcard.news) — Electronic Transactions Association via PR Newswire * [\[S4\] Specialist coverage and TSG interview](https://www.digitaltransactions.net/holiday-shoppers-eye-bnpl-and-gift-cards/?utm%5Fsource=giftcard.news&utm%5Fcampaign=giftcard.news) — Digital Transactions Share [ ](https://x.com/intent/post?url=https%3A%2F%2Fgiftcard.news%2Fresearch-trends%2Ftsg-eta-2026-us-holiday-gift-card-purchase-plans%2F%3Futm%5Fsource%3Dx%26utm%5Fmedium%3Dsocial&text=Store+gift+cards+lead+U.S.+holiday+purchase+plans+in+TSG+and+ETA+survey&utm%5Fsource=giftcard.news&utm%5Fcampaign=giftcard.news "X") [ ](https://www.linkedin.com/sharing/share-offsite/?url=https%3A%2F%2Fgiftcard.news%2Fresearch-trends%2Ftsg-eta-2026-us-holiday-gift-card-purchase-plans%2F%3Futm%5Fsource%3Dlinkedin%26utm%5Fmedium%3Dsocial&utm%5Fsource=giftcard.news&utm%5Fcampaign=giftcard.news "LinkedIn") [ ](https://wa.me/?text=Store+gift+cards+lead+U.S.+holiday+purchase+plans+in+TSG+and+ETA+survey+https%3A%2F%2Fgiftcard.news%2Fresearch-trends%2Ftsg-eta-2026-us-holiday-gift-card-purchase-plans%2F%3Futm%5Fsource%3Dwhatsapp%26utm%5Fmedium%3Dsocial&utm%5Fsource=giftcard.news&utm%5Fcampaign=giftcard.news "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/) News ### [CardCash quarterly net sales rise 20% as Giftify retains funding warning](https://giftcard.news/research-trends/cardcash-q3-2026-net-sales-giftify-funding-warning/) [Oliver Reed](https://giftcard.news/author/oliver-reed/) November 3, 2026 3 min [Research & Trends](https://giftcard.news/research-trends/) News ### [Cheesecake Factory’s gift card activations fall 5.7% in the third quarter](https://giftcard.news/research-trends/cheesecake-factory-q3-2026-gift-card-activations-liability/) [Oliver Reed](https://giftcard.news/author/oliver-reed/) November 2, 2026 2 min [Research & Trends](https://giftcard.news/research-trends/) News ### [Chipotle reports $131.3 million in outstanding gift-card liability](https://giftcard.news/research-trends/chipotle-q3-2026-gift-card-liability-redemptions/) [Oliver Reed](https://giftcard.news/author/oliver-reed/) October 29, 2026 3 min ```json {"@context":"https://schema.org","@graph":[{"@type":"NewsMediaOrganization","@id":"https://giftcard.news/#publisher","name":"Gift Card News","url":"https://giftcard.news/","description":"News and analysis covering gift cards, retail, loyalty, rewards and payments worldwide.","logo":{"@type":"ImageObject","url":"https://giftcard.news/icon-512.png","contentUrl":"https://giftcard.news/icon-512.png","width":512,"height":512,"@id":"https://giftcard.news/#logo"},"publishingPrinciples":"https://giftcard.news/editorial-policy/","correctionsPolicy":"https://giftcard.news/editorial-policy/"},{"@type":"WebSite","@id":"https://giftcard.news/#website","url":"https://giftcard.news/","name":"Gift Card News","description":"News and analysis covering gift cards, retail, loyalty, rewards and payments worldwide.","inLanguage":"en","publisher":{"@id":"https://giftcard.news/#publisher"},"potentialAction":{"@type":"SearchAction","target":"https://giftcard.news/search/?q={search_term_string}","query-input":"required name=search_term_string"}},{"@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":1254,"height":1254,"caption":"Illustrated portrait representing the Emma Carter editorial profile.","@id":"https://giftcard.news/images/emma-carter-editorial-portrait.webp#image","encodingFormat":"image/webp","description":"Illustrated portrait for Emma Carter, a Gift Card News editorial pen name","creditText":"Gift Card News / AI-generated illustration"}},{"@type":"ImageObject","url":"https://giftcard.news/images/store-gift-cards-lead-u-s-holiday-purchase-plans-tsg-eta-survey.webp","contentUrl":"https://giftcard.news/images/store-gift-cards-lead-u-s-holiday-purchase-plans-tsg-eta-survey.webp","width":1920,"height":905,"caption":"Publisher artwork for the 2026 Consumer Holiday Spending Study, with the TSG and ETA marks and an illustrated winter village.","@id":"https://giftcard.news/images/store-gift-cards-lead-u-s-holiday-purchase-plans-tsg-eta-survey.webp#image","encodingFormat":"image/webp","description":"The 2026 Consumer Holiday Spending Study banner with the TSG and ETA marks above an illustrated winter village.","creditText":"TSG / Electronic Transactions Association","isBasedOn":"https://tsgpayments.com/payment-choice-wins-holiday-shoppers-four-trends-shaping-the-2026-season/"},{"@type":"Dataset","@id":"https://giftcard.news/research-trends/tsg-eta-2026-us-holiday-gift-card-purchase-plans/#dataset","url":"https://giftcard.news/research-trends/tsg-eta-2026-us-holiday-gift-card-purchase-plans/","name":"Store gift cards lead U.S. holiday purchase plans in TSG and ETA survey: figure data","description":"Tabular data for the figures accompanying \"Store gift cards lead U.S. holiday purchase plans in TSG and ETA survey\". 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