2026 Prepaid Holiday Preview: Gift Cards Are Reliable Winners, Even in Uncertain Times

The 2026 holiday season presents a mixed outlook for prepaid and gift card programs, but returning customers can help overcome any departures. Though topline economic indicators remain favorable, they may not translate into uniform spending across all consumer segments. Interest rates, retail spending growth, and the divide between higher- and lower-income consumers will shape purchasing and influence the decisions gift card stakeholders make ahead of the peak season. 

This report shows where holiday gift card demand is expected to be most reliable, how repeat buyers can anchor fourth-quarter performance, and which merchandising choices can influence purchases. Readers will understand how retail placement, card design, packaging, and category mix can help programs capture buyers while giving recipients useful and more personal gift options. Through it all, one fact remains: Gift cards are the gift of choice for buyers and recipients.

Key questions discussed in this report: 

• What macroeconomic factors will impact the 2026 holiday season?
• How should gift card programs focus their production and promotion to ensure success in 2026?
• How will concentrating on core buyers make a positive impact on 2026 holiday gift card sales? 

Companies Mentioned: 

American Express, Blackhawk Network, Delta, Discover, Disney, Fiserv, InComm, Mastercard, St. Louis Federal Reserve, SVS, Visa