Trend Analysis of Holiday Gift Card Sales
The holiday season is marked by various shopping trends, particularly regarding gift cards, which have seen an impressive increase in purchases. This year, reports indicate an 8% rise in holiday gift card sales, particularly during the Thanksgiving weekend. Retailers have noted that consumers are shifting their buying habits, opting to purchase gift cards earlier compared to previous years.
Changes in Consumer Habits
Paytronix, a leader in guest engagement solutions, observed these shifts closely. The data shows that consumers decided to purchase gift cards earlier in the Thanksgiving holiday period, which is a notable shift from the last year's trends. Black Friday and the entire weekend saw an overall increase in sales compared to last year. However, Cyber Monday posted a decline in sales by nearly 7% as customers opted for earlier purchases during the holiday.
The Impact of Online and In-Store Sales
As sales channels continue to evolve, it's clear that there has been an increase in third-party gift card sales while traditional in-store sales have seen a slight dip. For instance, corporate gift card sales surged significantly this year, reaching $641.2 million for the holiday season, up from $561.5 million last year. Although digital sales remained stable at $7.8 million, in-store purchases dropped, with only $8.6 million spent this year compared to $8.8 million in 2024.
Sales Performance Throughout the Weekend
Breaking down daily sales, Paytronix found that Black Friday gift card sales amounted to $6.5 million in 2025, a slight increase from $6.3 million in 2024. Overall, weekend sales also showed growth, reaching $6.5 million compared to $6 million last year. However, Cyber Monday sales were lower this year, dropping to $6.6 million from $6.8 million.
Dollars and Cards Loaded Trends
Another interesting trend is the average dollar amount loaded onto gift cards. On Black Friday, consumers loaded an average of $47 per card, a decrease from $56 last year. Overall, while the weekend average improved slightly to $52 per card, Cyber Monday saw an uptick at an average of $49, compared to $47 in 2024.
A Closer Look at Different Restaurant Types
When diving into the data by food sector, full-service restaurants (FSRs) experienced a mixed bag. On Black Friday, the average dollars loaded on cards were $63, down from $68 the previous year. However, the weekend performance was better, averaging $65. Conversely, quick-service restaurants (QSRs) experienced a significant drop in average amounts loaded, averaging only $29 on Black Friday compared to $40 last year.
Gift Card Redemption Trends
The enthusiasm for gift cards didn’t just end at sales; redemption rates also saw a boost. Overall, there was an 8.1% increase in consumers redeeming gift cards accumulated throughout the year. For instance, Black Friday saw 37.9 thousand cards redeemed this year, up from 34.8 thousand in 2024. Additionally, the entire weekend witnessed increased redemptions, indicating that consumers were eager to utilize their gift cards.
Understanding the Methodology
This analysis of holiday gift card sales is based on data collected from various types of restaurants during the holiday weekend, highlighting the evolving nature of consumer preferences and behaviors.
About Paytronix
As an Access Group company, Paytronix stands at the forefront of digital guest engagement platforms tailored for the hospitality sector. By delivering comprehensive solutions that encompass loyalty programs, online ordering systems, and strategic insights, Paytronix serves over 1,800 top brands across 50,000 locations globally. Their commitment for over two decades has been to enhance guest experiences, ensuring brands can leverage their relationships for sustainable growth.
Frequently Asked Questions
What caused the increase in gift card sales during the holiday season?
Consumers are shifting their purchasing behavior, opting for earlier gift card purchases during the Thanksgiving holiday weekend.
Which sales channel saw the biggest change?
There has been an increase in third-party gift card sales while in-store sales experienced a slight decline this year.
How much was spent on corporate gift cards in 2025?
Corporate gift card sales reached $641.2 million in 2025, indicating a significant increase from previous years.
What was the average amount loaded on gift cards this year?
The average amount loaded on gift cards was $47 on Black Friday, a decrease from $56 the prior year.
How did gift card redemption rates change?
The redemption rates increased by 8.1% overall, showing that consumers are more inclined to use their gift cards.
