Gift Cards Emerge as Budgeting Tools for US and UK Adults, Tillo Research Finds
A new study by Tillo reveals that a significant portion of adults in both the U.S. and the UK are using gift cards to manage their spending and budget effectively.
New research from Tillo, a global gift card and rewards platform, indicates a significant shift in how consumers perceive and use gift cards. A survey of 3,081 adults across the U.S. and U.K. found that 79% of Americans and 74% of Britons have purchased gift cards for their own use. Crucially, nearly one in five consumers (18% in both markets) reported buying gift cards specifically as a tool to control their spending. The findings suggest that consumers are increasingly turning to gift cards as a method for managing personal finances, especially amid ongoing economic pressures. Beyond self-gifting, 42% of respondents in both countries cited redeeming a reward or incentive, such as cashback or promotions, as a reason for purchasing a gift card for themselves. This trend indicates that gift cards are moving beyond their traditional role as gifts for others and are becoming integrated into personal budgeting strategies. When offered a choice of reward, a majority of consumers in both markets (53% in the U.S. and 58% in the U.K.) prefer a gift card over delayed cashback or future discounts. Furthermore, a strong majority believe receiving a gift card positively impacts their perception of a brand, with 89% of Americans and 92% of Britons more likely to try a new brand if offered one. The research, titled "The Gift Card Opportunity 2026," also highlights the impact of gift cards on purchasing behavior. A quarter of adults in both the U.S. (25%) and U.K. (24%) treat gift cards as a built-in spending limit, only spending the exact value. Additionally, 33% of U.K. adults and 29% of U.S. adults reported making purchases sooner than they otherwise would have because they had a gift card.