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Infographic Offers View Into Global Gift Card Market

Infographic Offers View Into Global Gift Card Market

Infographic Offers View Into Global Gift Card Market

NAPCO Research, in conjunction with Blackhawk Network, conducted a comprehensive review of the state of merchants’ gift card programs in three markets: Australia, United Kingdom, United States. The 2023 review included an assessment of retailers’ e-commerce/digital, mobile, and in-store gift card offerings, providing an omnicommerce view into the consumer gift card purchase and recipient experience. After compiling the data, we produced an infographic that outlined some of the high-level findings.

The infographic features data from the assessment of 100 U.S.-based retailers, 50 Australia-based retailers, and 50 UK-based retailers. Those retailers, which represented multiple product verticals (apparel, convenience, department store, general merchandise, grocery, health/beauty, home furnishings, home improvement, restaurant – casual, restaurant – quick serve, specialty, sporting) were evaluated across 150-plus unique criteria. Key components evaluated included the online consumer purchase and recipient experience of both digital and physical cards (e.g., ease of discoverability, payment options, delivery options); in-store consumer purchase experience of physical cards (e.g., how well stocked were gift card checkstands and fixtures; how helpful was signage); and the mobile consumer purchase and recipient experience of digital and physical cards, as well as in-store mobile payment options and functionality.

The research was conducted from October 2022 to January 2023. Our analysts went through the research and buying experience, purchasing both physical and digital gift cards from each of the 200 retailers evaluated.

What’s at Stake

The global gift card market is forecasted to reach $1.4 trillion by 2026. The 2023 Multinational Merchant Gift Card Infographic reveals average omnicommerce scores from Australia, the United Kingdom, and the United States, along with best practices for maximizing your gift card program’s potential. You can dive deeper into the rankings with our country-specific reports, available for download here.

Here’s a look at some of the data included in the infographic:


  • Total Omnicommerce Average Score = 63%
  • E-Commerce/Digital: 58%
  • In-Store: 51%
  • Mobile: 80%

United Kingdom

  • Total Omnicommerce Average Score = 62%
  • E-Commerce/Digital: 57%
  • In-Store: 59%
  • Mobile: 69%

United States

  • Total Omnicommerce Average Score = 70%
  • E-Commerce/Digital: 64%
  • In-Store: 69%
  • Mobile: 77%

This is just some of the data included in the infographic. Download the full version today.