Results from the 2022 Holiday Gift Card Study

Gift Card Granny conducted its annual survey on gift card usage and trends for the 2022 holiday season. This year, over 2,200 US-based consumers who have visited submitted responses. Topics such as most popular retailers, purchasing behavior, digital gift card growth and gift card purchasing were analyzed. 

Most Requested Gift Cards

  • Amazon won the popular vote for the third year in a row at 74%.
  • Visa was in second with 64%.
  • Walmart came in third at 45%.
  • Target was in fourth with 42%.

Gift card popularity was based on what respondents preferred to give or receive as a gift.

eGift Card Trends

  • 53% of respondents indicate they have used a mobile app to purchase a gift card.
  • 79% of respondents have purchased an eGift card or digital gift card.

Top 5 Retailers for 2021 Holiday Shopping

Not surprising, Amazon remains the favored retailer for holiday shopping for the fifth year in a row at 51%, while the following merchants are still preferred for holiday shopping among consumers: Visa (15%), Walmart(11%) and Target (7%).

Gift Card Purchasing and Usage

When questioned about the number of gift cards purchased per year, 27% of consumers said they typically buy seven or more gift cards a year for gift-giving occasions like birthdays, wedding and holidays. What’s more, 18% of respondents said they buy seven or more gift cards a year for their personal use.

Forty-one percent of consumers admitted to buying a gift card based on promotions such as extra reward points, cashback rewards, or buy one, get one offers.

What’s interesting to note is that last year 40% of respondents claim to have lost a gift card, and again this year 40% of respondents claim to have a lost a gift card.

Virtual Gift Card Trends

eGift card popularity remains steady in 2022 with 78% of respondents confirming that they have purchased an eGfit card. As far as which type of gift card people prefer, 42% of respondents prefer digital gift cards over physical, while 26% prefer physical and 32% have no preference.

Down three percentage points from 2021, fifty-three percent of respondents indicate they have used a mobile app to purchase a gift card. Additionally, 35% of respondents indicated that they have used a card linked offer. Meaning they have linked their Visa, Mastercard or Amex to receive discounts from websites like Dosh and others. 

Gift Card Fraud

In 2022, 13% of respondents confirmed that they have been a victim of fraud related to gift card scams and criminal activity. 

Survey Methods

Results for this Gift Card Granny poll are based on survey responses from October 25, 2022 - November 11, 2022, with a sample of adults aged 18 and older who have visited For results based on the total sample of 2,281, the margin of sampling error is two percentage points at the 98% confidence level.