Survey of 2,500+ U.S. consumers reveals gift givers seek deals, convenience and gift cards to help save time and money this holiday season
ATLANTA, Oct. 6, 2025 /PRNewswire/ — InComm Payments has released its 2025 Annual Holiday Study, based on a survey of 2,517 U.S. consumers, offering a clear look at how gift givers plan to approach the upcoming holiday season. The findings show that shoppers are focused on staying within budget, avoiding stress and choosing gifts that are easy to give and well-received.
Gift cards are the most popular gift choice, with 68% of consumers planning to purchase them, ahead of clothing (61%), toys (44%), and electronics (36%)—a trend driven by convenience, flexibility, and the desire to avoid returns.
“Consumers are making intentional choices this season,” said Tammy McGill, director of market research at InComm Payments. “They’re balancing time, money and meaning to make the holidays feel good for themselves and for the people they care about. The survey data shows that gift cards are a top choice for meeting those needs.”
Key Findings:
- Price is the top factor influencing gift purchases, with more than twice as many consumers (43%) considering it first over both product quality (18%) or brand (15%).
- More than half of holiday shoppers (53%) plan to shop early to avoid price increases, and about two out of three (62%) say economic conditions will impact their holiday shopping. Additionally, about one-third of holiday shoppers (34%) say sales and deals determine what they buy for others.
- Making fewer stops is a key consideration, as 8 in 10 shoppers say they’re likely to return to the same merchant more than once this season, with omnichannel retailers leading the way.
- When it’s the thought that counts, gift cards reign supreme. 91% of consumers agree gift cards can be just as thoughtful as other gifts, and 92% would rather receive a gift card than return a gift that’s not right for them.
More Generous, More Intentional
It’s not just their budgets that gift givers are concerned about—it’s also their recipients’ budgets. Nearly one third of respondents plan to buy higher denomination gift cards this year compared to 2024, citing stronger financial footing and a desire to help recipients stretch their budgets in the face of inflation. Additionally, 39% say they’ll give more physical gift cards and 23% plan to give more digital cards, reflecting a desire to choose the format that best reflects the individual relationship.
Matching the Gift to the Moment
Consumers are thoughtful not just about how much they give on a gift card, but also how the recipient can use it. While open-loop cards are the most commonly purchased (61%), single brand cards (45%) and multi-brand cards (29%) also play important roles depending on the recipient and occasion.
Gift card givers tend to match card type to context: open-loop cards for maximum flexibility, single brand for known preferences and multi-brand when variety is helpful, especially for recipients whose interests span categories like dining, entertainment and retail.
“The holidays mean different things to different people, but what we see consistently is a desire to make the season feel manageable and meaningful,” added McGill. “Whether it’s planning ahead to stay on budget, finding ways to reduce stress or getting the right gift card for each recipient, shoppers are approaching the season with sensibility.”
To view the full report, visit www.incomm.com/insights/incomm-payments-2025-holiday-report.
About InComm Payments
InComm Payments is an innovative global payments technology provider. Leveraging dynamic technology and proven expertise, InComm Payments delivers enhanced end-to-end payment platforms and emerging financial technology solutions through a single integration, helping businesses grow across a wide range of industries including retail, healthcare, tolling & transit, incentives, mobile payments, digital currencies and financial services. By enabling omnichannel connections and alternative payment options to an ever-expanding consumer base in an increasingly digital ecosystem, InComm Payments creates seamless and valuable commerce experiences across the globe. With three decades of experience, over 525,000 points of retail and online distribution, 412 global patents and a presence in more than 40 countries, InComm Payments leads the payments industry from its headquarters in Atlanta, Ga. Learn more at www.InCommPayments.com.
Media Contacts
Anthony Popiel
Communications Manager
InComm Payments
[email protected]
Brandon Davis
Communications Manager
InComm Payments
[email protected]
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SOURCE InComm Payments
