Sales of restaurant gift cards are expected to remain strong this holiday season, with nearly 3 of 5 adult consumers (59%) telling researchers for the National Restaurant Association that they intend to buy at least one as a gift.
The younger the gift-giver, the more likely he or she is to buy a card, according to the research. Nearly three-fourths (74%) of the Gen Zers who participated in the survey said they plan to give a card as a present, compared with the 70% of millennials who said the same.
In contrast, only 44% of Baby Boomers indicated that they’ll buy a card as a gift.
The research suggests that the type of cards purchased may be evolving as recipients’ preferences change.
For instance, 76% of respondents said they value cards that can be used for delivery or takeout as well as dine-in occasions. And 81% said the card should be loaded with enough money to cover the full cost of the meal, so the receiver doesn’t have to dig into their own cash.
Nearly half the survey participants (48%) said they intended to purchase a restaurant gift card directly from the operation where it can be redeemed. But more than half (55%) intend to buy the gift from a middleman retailer like Walmart or their local supermarket.
The findings came in an online canvass of 1,000 consumers between Nov. 22 and the 24th.
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