Jan 2026 Gift Card Industry Update by Eric Thiegs

As we kick off a new year, I want to say thank you to everyone who helped make 2025 a meaningful year for the gift card and digital rewards industry. Gift cards, prepaid cards, and digital rewards continue to power loyalty, incentives, and recognition programs around the world. This Coffee Chat is a moment to appreciate the community, the collaboration, and the impact this industry delivers every day.

Last week, I asked about the "The Future of Gift Cards" while on the road in Minneapolis. Thought leaders from across the gift card spectrum responded. Today's chat is a summary of the answers, comments, themes and trends that emerged.

A little help from my friends - the future of gift cards

Pushing Outside of the Comfort Zone

Want to Change a Habit? Start Small and Reward Yourself. I'm live from the Mall of America / Minneapolis this week. We all have habits we’d love to break—or build. But change is hard… unless there’s perhaps a little incentive involved. This week, while I’m on the road as a speaker at the Gift Card Education Forum, I will share how I’m using a personal reward to kick a nagging habit—and you’re welcome to join me...

I'm excited to speak at the Gift Card Education Forum hosted by Best Buy and sponsored by IGCC and RGCA. I'll join Elizabeth Forsberg from Best Buy's Financial Services team to co-present "B2B Innovation Pitches: Understanding Risks and Benefits of New Programs and Use Cases."