Happy Midweek, !

This week we dive into shifting consumer spending habits, where experiences like dining, groceries, and travel take priority over material goods, creating a strong opportunity for gift cards to offer flexibility in indulgence and budgeting.

Canadian law protects consumers by prohibiting most gift card expiry dates and fees, ensuring full value while requiring businesses to maintain clear and transparent policies.

Gift cards outperform cash for employee rewards, with studies showing they encourage guilt-free indulgence and boost satisfaction—one company saw a 35% increase after replacing cash bonuses with curated gift cards.

— Consumer 150 Team

Gift Cards & the New Splurge Economy

Consumers are tightening their wallets, but they’re still finding ways to indulge, just more selectively. Dining out, groceries, and travel top the list of planned splurges, while spending on apparel, beauty, and home items is seeing a pullback. This shift suggests a growing preference for experience-based spending over material goods.

For the gift card industry, this presents a clear opportunity: Consumers want flexibility in their treats. Restaurant and grocery gift cards remain strong bets, while travel-focused options could see increased demand as people prioritize experiences.

With economic uncertainty in the mix, expect gift cards to play a bigger role in how consumers balance indulgence and budgeting.

In partnership with Range

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Gift Cards Hold Their Ground in Holiday Gifting

When it comes to holiday gifts, clothing still reigns supreme (54%), but gift cards remain a top-tier choice at 44%, outperforming toys, media, and even food. The data confirms what we’ve long known: people love flexibility, and gift cards offer the perfect mix of thoughtfulness and convenience.

With experiences and practical purchases becoming gifting priorities, expect demand for restaurant, grocery, and entertainment gift cards to rise. The challenge? Brands need to make their gift cards stand out in a crowded market—think personalization, digital-first options, and exclusive perks.

As we head into 2025, one thing is clear: gift cards aren’t just an alternative—they’re a staple of the holiday season.

From Paychecks to Playchecks: Why Gift Cards Beat Cash

It turns out, the magic number for employee appreciation is $120. That’s the average value of a closed-loop gift card given to employees, according to a study by the Incentive Research Foundation (IRF). Why? Because unlike cash, which disappears into bills and gas money, a well-chosen gift card ensures a guilt-free indulgence—whether it’s a weekend getaway, a new gadget, or just a month’s supply of Starbucks.

One company put this theory to the test, swapping out cash bonuses for curated gift cards. The result? A 35% increase in employee satisfaction scores. Turns out, people love a little push to actually treat themselves.

Bottom line: If your team is still getting generic rewards, it might be time to rethink your strategy. The right gift card isn’t just a perk—it’s a productivity booster.

Canada’s Gift Card Rulebook: No Expiry, No Surprises

If you’re hoarding a stack of old gift cards, good news: Canadian law is on your side.

Here’s the deal: most provinces prohibit expiry dates on gift cards (unless they’re promotional). Fees? Also mostly banned—unless you're replacing a lost card or it’s for a specific service. Retailers are required to disclose all terms upfront, and while replacement policies vary, you’ll usually need proof of purchase (and possibly a fee).

The big picture: Consumer protection is the name of the game, ensuring customers don’t get hit with unexpected restrictions. For businesses, clear communication builds trust—and keeps regulators off your back.

In partnership with Range

Marketers Optimize Campaigns. Who’s Optimizing Their Wealth?

Range is a modern, all-in-one wealth management platform designed for high-earning professionals like you. Their flat-fee, fiduciary model ensures that your financial strategy isn’t just managed—it’s optimized. From taxes and estate structuring to investment strategy and equity compensation guidance, Range helps you take full control of your wealth with no hidden fees or conflicts of interest.

Ready to apply a data-driven strategy to your own wealth?

Book a complimentary demo and see how Range helps marketers turn income into lasting financial success.

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"You miss 100% of the shots you don’t take"

Wayne Gretzky