GoKawiilNRF Survey: Gift Cards Top Americans' Holiday Wish Lists Again
A new National Retail Federation survey finds that gift cards are the most-requested holiday gift among American consumers this year, outranking electronics and jewelry. The survey also highlights that shoppers are especially focused on finding deals this holiday season.
GoKawiil's interpretation of the reporting above, not reported fact.
The preference for gift cards over physical goods could reflect consumer caution amid economic uncertainty, suggesting shoppers want flexibility rather than committing to specific purchases. Retailers may use this data to adjust marketing and promotional strategies heading into the peak shopping period.
- Gift cards ranked as the most-wanted holiday gift in the NRF survey.
- Electronics and jewelry, typically popular gift categories, ranked lower this year.
- Deal-seeking appears to be a major theme in this year's holiday shopping behavior.
Amazon eGift Card — Since gift cards topped the NRF survey as the most-wanted holiday item, they're a safe bet that lets recipients choose exactly what they want. An Amazon eGift Card can be delivered instantly and used across nearly every category, from electronics to jewelry to everyday essentials.
See Amazon eGift Card on Amazon → Affiliate link — we may earn a commission on purchases, at no extra cost to you. Product picked by AI based on this article; it is not a tested recommendation.Source: fastcompany.com, 2026-10-21
Published there as: “The most-wanted holiday gift in America isn’t electronics or jewelry. Here’s what shoppers actually want”
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