USD | Gift cards have been one of the most popular ways of giving this past holiday season across the United States.
This past holiday season saw the rise of gift cards for many shoppers as a convenient, flexible, and thoughtful way to meet the needs of everyone on the wish list.
The latest survey from the National Restaurant Association found that three in five (59 percent) adults gave restaurant gift cards, with the trend growing among younger generations, particularly Gen Z adults (74 percent) and Millennials (70 percent).
"Restaurant gift cards are a thoughtful way to make holiday gift giving meaningful and easier, especially when you have a long list of friends and family to purchase gifts for,” said Michelle Korsmo, President and CEO of the National Restaurant Association.
“As our survey shows, nearly half (46 percent) of adults buy a restaurant gift card because it offers convenience and flexibility. With the holidays in full swing, there's no better way to bring people together than by sharing a delicious meal at a favourite restaurant. Americans love going to restaurants and a restaurant gift card creates valuable memories for friends and family.”
Older generations were less likely than their younger cohorts to give restaurant gift cards, with 54 percent of Gen Xers adopting the trend, and 44 percent of baby boomers. Interestingly, for boomers, a large majority (77 percent) gave gift cards because they knew the recipient enjoyed dining out – showing the thoughtful nature of the gift.
When it comes to receiving gift cards, consumers know exactly what they want. Recipients want the full meal paid for, as 81 percent of adults said it was important that the gift card covers the full cost of a meal. The survey also found that recipients enjoy what they know. 77 percent of adults preferred a restaurant gift card from a favourite restaurant, while only 36 percent said they want a gift card to somewhere new, showing they're all about familiarity when it comes to using a restaurant gift card.
Recipients also wanted flexibility, as 76 percent of adults value gift cards that can be used for delivery or takeout. Millennials are especially fond of this option, with 82 percent preferring the flexibility to enjoy their gift in the comfort of their own home. This focus on value aligned with recent trends highlighted in the National Restaurant Association's 2025 What's Hot Culinary Forecast, where budget-friendly deals and convenience are key drivers of restaurant spending.
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