This holiday season, restaurant gift cards are emerging as a popular choice among shoppers, according to a recent survey by the National Restaurant Association. The survey indicates that 59% of adults plan to give restaurant gift cards, with younger generations showing significant interest—74% of Gen Z adults and 70% of Millennials intend to participate in this trend.
Michelle Korsmo, President & CEO of the National Restaurant Association, remarked on the appeal of these gifts: “Restaurant gift cards are a thoughtful way to make holiday gift giving meaningful and easier, especially when you have a long list of friends and family to purchase gifts for.” She added that nearly half (46%) of adults choose these cards for their convenience and flexibility.
The survey highlights generational differences in gifting preferences. While younger adults like Gen Z and Millennials are more inclined towards giving restaurant gift cards, older generations show less enthusiasm. About 54% of Gen Xers and 44% of baby boomers plan to give such gifts. Notably, 77% of baby boomers prefer this option because they know recipients enjoy dining out.
In terms of what recipients value in a gift card, the survey found that most want it to cover the full cost of a meal (81%) and prefer it from familiar restaurants (77%). Flexibility is also important; 76% appreciate options for delivery or takeout, with Millennials particularly favoring this aspect.
Regarding purchasing habits, over half (55%) plan to buy these cards from major retailers like Walmart or supermarkets. Meanwhile, nearly half (48%) opt to purchase directly from restaurants. Online platforms such as Amazon also play a role in shopping decisions for Gen Z adults (44%) and Millennials (46%).
The survey conducted by the National Restaurant Association involved 1,000 adults surveyed online between November 22-24, 2024.
