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Blackhawk Network (BHN) Research Finds Gift Card Momentum Building as Consumers Adopt Defensive Spending Strategies
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With Their Eyes on Affordability, Consumers Increasingly Gift Themselves, Blackhawk Finds
The number of consumers planning to buy gift cards for self-use rose from 31% last year to 56% in 2026, according to new research results released Monday by Blackhawk Network Inc., a major prepaid card services and technology provider. Overall, 77% of Americans plan to buy gift cards this year, up from 66% who bought them in 2025, according to the study. The big expected jump in purchases for self use is part of consumers’ recent focus on afford…
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