How Businesses Will Recognize and Reward in 2025
October 16, 2025
Mastercard’s 2025 Holiday Forecast calls gift cards a “tariff-proof” consumer-gifting option, predicting inflation will push even more shoppers toward flexible, digital-first gifting. That same shift is influencing corporate rewards programs, where gift cards continue to outperform swag and physical gifts—delivering more value per dollar and a better experience for recipients.
At eGifter, we analyzed platform-wide gift card activity from Q4 2024 to surface key trends shaping reward programs. Whether you’re planning year-end bonuses or ad hoc spot rewards, these insights can help you develop a 2025 holiday gifting strategy that delivers results.
Let’s get to the data.
The Gift Cards People Choose
What Happens When People Can Choose Anything
Another standout trend from Q4 2024 was the strong performance of the eGifter Rewards Choice Card. Ranking among the top three most-gifted rewards—even edging out Visa reward cards—Choice Cards have become a go-to solution for businesses that want to give employees and customers the power of choice without the extra activation fees that often come with open loop cards.
Choice Cards can be redeemed for nearly any eGift card in our catalog, meaning recipients get to pick the brand(s) that matter most to them.
So what happens when people are given that much freedom?
Here’s how Choice Card recipients actually redeemed their rewards (grouped by category) to show what people value most when they can choose anything.
Amazon, Walmart, Target
Starbucks, DoorDash, Chipotle, Dunkin’, etc.
Visa, Mastercard, Amex
Nordstrom, Ulta, Sephora, REI, Dick’s, etc.
Spotify, Hulu, Roblox, iTunes, Disney, Xbox, etc.
Kroger, Safeway, CVS, Walgreens, etc.
Home Depot, Lowe’s, Ace Hardware, HomeGoods, etc.
Airbnb, Delta, Southwest, Hotels.com, etc.
How Quickly Recipients Claim Their Rewards
When it comes to speed, digital gift cards are claimed almost immediately—on average just 2.6 days after creation. Choice Cards take longer, averaging 7.9 days to claim and about 16.9 days before recipients convert them into a brand-specific card. The slower pace reflects the extra decision-making step.
At a Glance:
- Digital gift cards: Claimed in 2.6 days on average
- Choice gift cards: Claimed in 7.9 days and converted (exchanged for a brand-specific card) in 16.9 days on average
These benchmarks are based on digital claim activity. Redemption behavior and physical card usage fall outside our purview.
Flexible vs. Brand: When Each Wins
What to think about when selecting reward cards
- What it is:
One card, lots of ways to spend. - Shines when:
The crowd is mixed and you don’t know what people prefer. - Why people like it:
Freedom to choose; fewer “this isn’t me” moments. - Program wins:
People choose for themselves, so you know the brand “fits.” - Common pitfalls:
Can feel generic if the message is bland—add a personal note. - Make it work:
Add a suggestion. “You worked hard—hope this makes the rest of the week easier. DoorDash?”
- What it is:
One brand with a clear use. - Shines when:
You want to nudge a behavior—coffee for meetups, delivery for WFH, Target for essentials. - Why people like it:
Feels thoughtful; easy to imagine using today. - Program wins:
More “used it this week” moments and a clearer story to tell. - Common pitfalls:
Misses if the brand isn’t their thing; sometimes limited by location. - Make it work:
Match the brand to the win. “Thanks for covering the outage—grab dinner on us tonight.”
What the Data Says About Rewarding Smarter in 2025
The Benefits of Branded vs. Choice Rewards
The Mastercard outlook says gift cards are a tariff-proof, digital-first way to give—and our Q4 data backs that up for rewards, too. Purchases clustered around flexible options (Choice and open-loop) and a tight set of everyday brands (coffee, delivery, weekly essentials). Timelines were clear: standard eGift cards are claimed fast (avg. 2.6 days), while Choice cards take longer to claim and to convert—a normal pause while people decide where to spend.
As you pick gift cards this holiday season: lead with a flexible option so everyone’s covered, then spotlight 2–3 quick picks in the note—coffee for cozy meetups, delivery for no-cook nights, and weekly essentials for year-end restocking. Add one specific line about what they did and why it mattered.
Simple, festive, and easy to choose—so your recognition lands and gets used before the year wraps.