Gift Card Industry Monthly Update – January 2026
- Eric Thiegs
- Feb 8
- 5 min read
February 8, 2026
I'm going to try something new - a gift card industry monthly update, starting with Jan 2026.
Each month, I receive a steady flow of newsletters, updates, research releases, and event announcements from the major trade organizations across the gift card, prepaid, incentives, and recognition ecosystem — including IGCC, IMA, IMA Europe, GCVA, RGCA, and others.
Rather than letting this information live in silos, I’ve decided to consolidate the most relevant highlights into a single monthly industry update. My goal is simple: make it easier for industry professionals to stay informed, spot trends, and focus on what matters most — without having to read a dozen separate emails.
Below is a curated summary of the key January 2026 developments, grouped by theme and streamlined for easy consumption.
Upcoming & Recent Gift Card Industry Events
January and early Q1 are shaping up to be busy across the global gift card and incentive landscape.
Key upcoming events include:
GCVA Conference 2026 – London, March 4–5
IMA Europe Paris – February 5
IMA MEAPAC Summit – Bangkok, April 15–16
IMA Summit 2026 – Baltimore, July 20–22
IMRA Conference 2026 – Redondo Beach, April 19–21
SITE Global Conference – Abu Dhabi, February 12–15
On the education side, IGCC Member Conversations continue to anchor B2B-focused learning, with upcoming sessions covering:
The evolving $44B B2B gift card market (Javelin research) - January
Holiday B2B gift card performance - February
Global program expansion - March
Open vs. closed loop payout strategies - April
Regional engagement also remains strong, with RGCA Coffee Breaks and in-person networking events — including the March Chicago gathering — bringing together retailers, brands, and solution providers across the U.S.
Industry Statistics & Research Highlights
Several research releases this month reinforced both the resilience and evolution of the gift card market:
Retail spending rose approximately 2–2.4% in late 2025, largely inflation-driven, with gift cards continuing to outperform broader retail (GCVA, BRC/KPMG).
90% of UK holiday gift card purchases occurred in the immediate run-up to Christmas (GCVA).
Physical gift cards rebounded strongly during Peak, particularly in November and December (GCVA).
Experience, leisure, gaming, and music gift cards all saw year-over-year growth.
Millennials increased gift card purchasing frequency to 81%, up from 75% year-over-year (Bank of America / TSG).
In B2B incentives, gift cards remain the #1 reward choice, with dining and restaurant categories moving into the top spot (IRF / IGCC).
Wallet compatibility, instant redemption, and loyalty or cashback integrations continue to rise as core consumer expectations .
Global vs. Domestic Gift Card Trends
A consistent theme across January updates was the continued globalization of gift card programs.
GCVA and RGCA content emphasized regulatory complexity, fraud prevention, and compliance at scale.
IMA Europe and MEAPAC highlighted regional nuance — from sustainability expectations to localization of reward catalogs.
Digital wallets, prepaid cards, and multi-choice payout solutions are increasingly viewed as table stakes for international programs.
The takeaway is clear: global reach matters, but local execution and trust determine success.
Gift Card Government & Regulatory Updates
Regulatory and legislative activity continues to be an important watch area for the gift card industry, with several proposals carrying over into 2026 state legislative sessions, according to updates from the RGCA Government Relations Committee.
Key items currently being monitored include:
Hawaii – SB 985Would introduce strict gift card packaging, signage, and employee training requirements modeled after Maryland law. The bill faced broad industry opposition in 2025 and did not advance significantly before adjournment, but remains active for further consideration.
New York – SB 704A / AB 7916ABuilds on New York’s 2022 model signage law and would impose additional packaging and training requirements. Amendments negotiated by the Retail Council of New York State and RGCA in 2025 improved the bill, and it will restart the legislative process in 2026 with those changes intact.
Pennsylvania – HB 1067Proposes signage, employee training, and photo ID inspection requirements for gift card purchases. Industry discussions are ongoing to align the bill more closely with existing state approaches.
RGCA has emphasized its commitment to keeping members informed with timely updates and encouraging proactive engagement as these legislative discussions evolve .
Incentive & Gift Card Thought Leadership & Industry Dialogue
January delivered strong strategic dialogue across associations:
IGCC and Javelin reframed gift cards as infrastructure, not just incentives.
GCVA’s Small Rewards, Big Impact reinforced the role of recognition in employee motivation and retention.
Enterprise Engagement Alliance content challenged organizations to move beyond activity metrics toward true impact measurement.
Fraud awareness, regulation, and responsible growth were recurring priorities across nearly every organization.
There is growing alignment that the industry’s next phase will be driven less by novelty and more by execution, data, and outcomes .
Job Openings & Career Movement in the Gift Card & Incentive Industry
Hiring activity remains healthy as organizations invest in growth, technology, and global expansion.
Roles highlighted this month include:
B2B Account Executive – GiftCard Partners
Associate Solutions Engineer – TDS Gift Cards
Product Manager – Apple Gift Cards
Outbound Sales Representative – eGifter
Director, Global Business Development – TDS
Sales Coordinator – eGifter
Both IGCC and RGCA continue to promote their job boards as valuable member resources for connecting talent with opportunity across the gift card ecosystem .
Key Deadlines to Flag
Several important deadlines fall at the end of January and into early February:
Membership & Administrative
IMA and IGCC Membership Renewals Due: January 31, 2026
Speaking Opportunities
IMA Summit 2026 – Call for Speakers Deadline: February 13, 2026
Registration & Pricing
GCVA Conference 2026 – Early/Standard Pricing Ends: January 31, 2026
IMA MEAPAC Summit – Early Bird Pricing Ends: January 31, 2026
These deadlines are especially relevant for teams planning budgets, conference attendance, and thought-leadership participation in 2026 .
Gift Card Industry Monthly Update - Jan 2026 Final Takeaway & Executive Summary
January 2026 signals a strong start to the year for the gift card, prepaid, and incentive industry, with momentum building across global events, B2B gift card research, digital wallet adoption, and cross-border expansion. Key trade associations are emphasizing education, fraud prevention, and global scalability, while new data reinforces gift cards as the preferred reward choice in both consumer and B2B programs. Hiring activity remains steady, and several important membership, speaking, and registration deadlines fall before the end of January and early February.
If January is any indication, 2026 is shaping up to be a year of momentum for gift cards (just as I shared in my Year of the Horse Coffee Chat), prepaid, and incentives — particularly in B2B, global programs, and digital delivery.
My intent with this monthly update isn’t to replace the excellent work these associations are doing, but to connect the dots across them.
Till next time!
— Eric
