The Evolution of Digital Gift Cards: Top Performers and Key Trends in 2025
As digital commerce continues to evolve, gift cards have transformed into a strategic engagement tool for merchants. The 2025 edition of the Best Digital Gift Card Programs report, produced by Blackhawk Network and NAPCO Research, offers a deep dive into how 100 U.S. brands are optimizing their digital gift card programs — and which ones are setting the standard.
Benchmarking the Best
The study evaluated 100 U.S. brands, spanning 17 product verticals, across 175 unique criteria. Key components evaluated included ease of discoverability (e.g., gifting section of the website/app, site search), offering flexibility (e.g., ability to purchase other brands' gift cards, design options, delivery options), checkout/post-purchase (e.g., payment options, integration with loyalty program), and recipient experience (mobile wallet-friendly, split tender, balance check).
Data was collected between September 2023 and December 2023. Criteria related to gift card promotions and the gifting section of merchant websites carrying gift cards were evaluated during the holiday season (December 2023). New components of the 2025 report include:
- A shift to digital-only gift cards to reflect consumers’ increasing preference for digital gifting.
- An expansion of criteria related to digital delivery options for gift cards beyond email (e.g., SMS).
- The addition of two verticals: consumer electronics, convenience stores.
What Sets the Best Apart
The report revealed significant differences between the top-tier programs and those lower on the scale. “Best in Class” brands stood out in several key areas:
- Omnichannel Gift Card Access: These brands offered seamless gift card access across desktop and mobile (including apps). Many also integrated digital gift card purchases within their loyalty programs.
- Enhanced Customization: The ability for customers to personalize gift cards with images, messages, and delivery options (e.g., email scheduling) proved a strong differentiator.
- Streamlined Purchasing: Simple navigation, intuitive designs, and frictionless checkout experiences were common among top performers.
- Post-Purchase Engagement: Leading programs included thoughtful post-delivery engagement, such as reminders to use the gift card, loyalty points integration, or promotional tie-ins.
2025 Top Performers
These brands ranked the highest among all digital categories, including mobile web, desktop, and mobile app experiences.
- Staples (104 percent*)
- Amazon.com (101 percent*)
- Best Buy (99 percent)
- Sephora (99 percent)
- Target (99 percent)
- Cinemark (96 percent)
- Panera Bread (92 percent)
- Williams-Sonoma (92 percent)
- Office Depot (90 percent)
- Ulta Beauty (90 percent)
*Criteria included bonus point opportunities, which drove some scores to be over 100 percent.
The Mobile Mandate
One of the most prominent themes in this year's report is the growing importance of mobile. Brands that failed to optimize their mobile experience saw lower overall scores. Conversely, the best programs provided mobile-first layouts, fast loading times, and the same features available on desktop — including scheduling of delivery and customization of digital gift cards.
Areas for Growth
Despite the progress seen in this year's data — year-over-year improvements in scores across
channels, including mobile web (+9 percent); desktop (+6 percent); and mobile app (+5 percent) — the report identified several areas for improvement among the broader brand sample:
- Limited Personalization: Nearly 40 percent of brands offered no way to personalize digital gift cards with a message or image.
- Lack of Promotion: Many brands failed to market their digital gift card offerings prominently, missing key opportunities during seasonal and promotional campaigns.
- Inconsistent Support: Some brands lacked clear FAQs or support access for digital gift card issues, creating friction for both senders and recipients.
Recommendations for 2025 and Beyond
To stay competitive and maximize revenue from digital gift card sales, the report suggests brands focus on:
- Investing in mobile-first UX and checkout design.
- Adding personalization options such as video messages or themed card designs.
- Integrating gift cards into loyalty programs for enhanced customer retention.
- Promoting gift card offerings through email, social media, and seasonal campaigns.
- Ensuring post-purchase engagement to drive redemption and brand affinity.
The digital gift card landscape has become a key battleground for customer engagement and loyalty. As brands strive to meet the expectations of today’s digital-savvy consumers, those who prioritize user experience, personalization, and omnichannel accessibility are poised to lead. The 2025 Best Digital Gift Card Programs report makes it clear: gift cards are no longer just a convenient gifting option; they’re a strategic asset retailers can leverage to increase sales and profits.
