Gift Cards Reign Supreme: New Research Highlights the Most Effective Tool in Incentive Programs

New research by the Incentive Marketing Association and Blackhawk Network reveals that gift cards are the most effective tool in incentive programs, with 60% of executives expecting growth for gift card incentives. The flexibility of gift cards makes them well-suited for customer acquisition and employee rewards. The report also highlights the demand for digital gift cards, with only 17% of executives expecting major changes in how reward recipients want to receive incentives.

A recent study by the Incentive Marketing Association and Blackhawk Network has revealed that gift cards remain the most effective tool in incentive programs. The report, published on July 02, 2025, indicates that 60% of executives expect growth for gift card incentives. This preference is driven by the flexibility of gift cards, making them ideal for both customer acquisition and employee rewards [1].

The demand for digital gift cards is also growing, with only 17% of executives expecting major changes in how reward recipients want to receive incentives. This trend is evident in partnerships like the one between Lyft and Prezzee, which announced a collaboration on July 9, 2025, to enhance driver rewards with personalized, digital-first benefits [2].

Prezzee's digital gifting technology allows Lyft drivers to receive and redeem gift cards seamlessly via email, offering a modern and convenient approach to recognition. The partnership reflects Prezzee's continued international growth and the increasing demand for innovative payment solutions.

In addition to corporate partnerships, consumers can also benefit from gift card deals. For instance, Amazon Prime members can earn a $250 Amazon gift card instantly by applying for the Prime Visa card, which offers 5% cash back on Amazon purchases and other perks [3].

As gift cards continue to dominate the incentive landscape, companies are leveraging their flexibility and digital accessibility to enhance their reward programs. This trend is likely to persist, driven by the convenience and effectiveness of gift cards as a reward mechanism.

References:
[1] Giftbit. (July 10, 2025). Critical Gift Card API Features That Developers Actually Need. Retrieved from https://www.giftbit.com/blog
[2] Finance Yahoo. (July 9, 2025). Elevating Driver Rewards: Lyft Partners with Prezzee. Retrieved from https://finance.yahoo.com/news/elevating-driver-rewards-lyft-prezzee-090000221.html
[3] The Motley Fool. (July 14, 2025). Last Chance: Score a $250 Amazon Gift Card Instantly with This Prime Visa Deal. Retrieved from https://www.fool.com/money/credit-cards/articles/last-chance-score-a-250-amazon-gift-card-instantly-with-this-prime-visa-deal/