Gift cards are often hailed as the perfect solution for simplifying gift-giving, removing the guesswork of personal preferences and potential duplicate presents. They reigned supreme as the most requested gift for the 18th consecutive year in 2024. However, the reality is that not all gift cards are created equal. This disparity is highlighted by the billions of dollars in gift card value that remain unspent annually, pointing to a critical need for informed choices.
To assist you in navigating the world of gift cards and selecting the Best Gift Cards for every occasion – be it birthdays, holidays, graduations, or just because – we have meticulously evaluated the 50 most popular gift card options. Our comprehensive comparison spans five crucial categories:
- Popularity: Gauging the demand and recognition of each gift card.
- Buyer Discounts: Identifying opportunities to purchase gift cards at prices below their face value.
- Resale Value: Assessing the potential to recoup value from unwanted gift cards.
- Retailer Rating: Reflecting customer satisfaction and overall brand perception.
- Shipping & Purchase Fees: Analyzing any additional costs associated with acquiring the gift cards.
Below are our top recommendations, designed to guide you towards making the most rewarding gift card choices.
2025’s Best Gift CardsTop Tips for Gift Card SuccessGift Card Popularity TrendsOur Evaluation Methodology
2025’s Best Gift Cards
| Gift Card | WalletHub Score | Popularity Rank | Shipping or Purchase Fees | Average Buyer Discount | Average Resale Value | Retailer Rating |
|---|---|---|---|---|---|---|
| Amazon Gift Card | 65 | 2 | $0.00 | 5.00% | $75.00 | 2.25 |
| Target Gift Card | 65 | 3 | $0.00 | 2.59% | $82.22 | 2.51 |
| Sephora Gift Card | 65 | 4 | $0.00 | 5.97% | $76.99 | 2.14 |
| Walmart Gift Card | 61 | 5 | $0.00 | 3.68% | $83.64 | 1.63 |
| Starbucks Gift Card | 60 | 6 | $0.00 | 5.12% | $77.62 | 2.92 |
| Disney Gift Card | 56 | 7 | $0.00 | 2.03% | $84.00 | 1.54 |
| Home Depot Gift Card | 55 | 11 | $0.00 | 2.34% | $85.50 | 2.07 |
| REI Gift Card | 55 | 17 | $0.00 | 7.04% | $81.00 | 2.28 |
| eBay Gift Card | 51 | 9 | $0.00 | 0.62% | $83.50 | 1.62 |
| Nike Gift Card | 51 | 18 | $0.00 | 7.24% | $80.21 | 1.67 |
| SONIC Gift Card | 51 | 43 | $0.00 | 16.30% | $67.25 | 1.35 |
| Chick-fil-A Gift Card | 50 | 12 | $0.00 | 0.50% | $83.50 | 2.45 |
| iTunes Gift Card | 50 | 19 | $0.00 | 2.47% | $80.00 | 2.10 |
| Best Buy Gift Card | 50 | 20 | $0.00 | 2.12% | $84.31 | 2.89 |
| Costco Gift Card | 46 | 13 | $0.00 | N/A | $87.10 | 1.99 |
| Netflix Gift Card | 46 | 15 | $0.00 | 9.18% | $74.00 | 1.91 |
| Ikea Gift Card | 46 | 25 | $0.00 | 5.10% | $79.20 | 1.63 |
| Lowe’s Gift Card | 46 | 37 | $0.00 | 7.40% | $82.00 | 1.37 |
| Michaels Gift Card | 46 | 41 | $1.95 | 8.50% | $80.00 | 2.15 |
| Texas Roadhouse Gift Card | 45 | 23 | $0.00 | 4.69% | $77.27 | 2.00 |
| Marshalls Gift Card | 45 | 49 | $0.00 | 3.33% | $81.50 | 2.30 |
| Hobby Lobby Gift Cards | 43 | 26 | $1.00 | 2.60% | $80.00 | 2.25 |
| Google Play Gift Card | 41 | 10 | $0.00 | 5.33% | N/A | 1.52 |
| Nordstrom Gift Card | 41 | 24 | $0.00 | 2.16% | $78.50 | 1.80 |
| Macy’s Gift Card | 41 | 33 | $0.00 | 5.23% | $78.76 | 1.75 |
| Kohl’s Gift Card | 41 | 42 | $0.00 | 5.27% | $79.33 | 1.50 |
| T.J. Maxx Gift Card | 40 | 30 | $0.00 | 2.89% | $79.00 | 2.25 |
| Olive Garden Gift Card | 40 | 31 | $0.00 | 7.78% | $72.64 | 2.45 |
| Whole Foods Gift Card | 40 | 35 | $0.00 | N/A | $84.00 | 2.05 |
| Aerie Gift Card | 40 | 47 | $0.00 | 2.72% | $78.00 | 2.25 |
| Red Lobster Gift Card | 38 | 46 | $0.65 | 5.75% | $70.00 | 2.35 |
| Chipotle Gift Card | 36 | 16 | $2.40 | 4.49% | $78.10 | 1.95 |
| Taco Bell Gift Card | 36 | 22 | $2.50 | 3.85% | $77.92 | 1.90 |
| McDonald’s Gift Card | 36 | 27 | $0.00 | 1.00% | $83.50 | 1.80 |
| GameStop Gift Card | 36 | 32 | $0.00 | 7.85% | $73.46 | 1.57 |
| Ticketmaster Gift Card | 36 | 36 | $1.15 | 1.30% | $83.00 | 2.00 |
| Circle K Gift Card | 36 | 38 | $0.00 | 1.00% | $81.50 | 1.90 |
| Zara Gift Card | 36 | 39 | $0.00 | 0.50% | $81.95 | 1.23 |
| Old Navy Gift Card | 36 | 50 | $0.00 | 7.61% | $73.31 | 1.73 |
| Dairy Queen Gift Card | 34 | 45 | $0.48 | 7.40% | $72.00 | 1.75 |
| Subway Gift Card | 32 | 40 | $1.50 | 6.79% | $73.05 | 1.75 |
| Visa Gift Card | 31 | 1 | $6.90 | N/A | N/A | 1.40 |
| Etsy Gift Card | 31 | 14 | $0.00 | 3.00% | N/A | 1.43 |
| Dunkin Donuts Gift Card | 31 | 28 | $2.40 | 2.53% | $77.82 | 1.75 |
| American Airlines Gift Card | 31 | 34 | $4.95 | 4.50% | $78.00 | 1.45 |
| Cinemark Gift Card | 31 | 44 | $0.00 | 9.89% | $68.00 | 1.70 |
| Fandango Gift Card | 27 | 29 | $1.95 | 8.32% | $69.87 | 1.07 |
| American Express Gift Card | 26 | 8 | $4.95 | N/A | N/A | 1.45 |
| Smoothie King Gift Card | 20 | 48 | $0.00 | N/A | $69.00 | N/A |
| MasterCard Gift Card | 16 | 21 | $6.90 | N/A | N/A | 1.30 |
Top Tips for Gift Card Success
The holiday season reliably brings a few things: time away, festive decorations, and an abundance of gift cards. Gift cards are a popular choice for good reason – they are generally well-received and offer flexibility. However, to ensure your gift card is a hit, and not just another forgotten plastic in a drawer, consider these essential tips to maximize your gift card strategy.
1. Seek Out Discounts on Gift Cards
It’s a common misconception that discounts don’t apply to gift cards. However, many best gift cards can be purchased online for less than their face value. Keep an eye out for promotions and deals, especially from online gift card marketplaces.
2. Steer Clear of Card-Network Gift Cards
While Visa and Mastercard gift cards might appear to be as versatile as cash, their utility is often overshadowed by fees. These network-branded gift cards generate revenue through fees, unlike retailer-specific cards. For true cash-like flexibility without the added costs, opting for cash itself is often a more straightforward and economical choice.
3. Understand the Difference: Gift Cards vs. Prepaid Cards
Despite their frequent co-location in store displays, gift cards and prepaid cards are fundamentally different. Gift cards are designed for one-time use until the balance depletes. Prepaid cards, conversely, are reloadable and function similarly to debit cards linked to a checking account. Prepaid cards often come with various fees that can diminish their value, making them a less desirable gift compared to traditional gift cards.
4. Be Aware of Loyalty Card Restrictions
A legal loophole allows gift cards obtained through loyalty, reward, or promotional programs to have expiration dates without the standard restrictions. Regular gift cards are protected from expiring for at least five years from issuance. Therefore, it’s crucial to confirm you are purchasing or receiving a standard gift card and to carefully review the fine print for any expiration policies.
5. Resale is a Viable Option for Unwanted Gift Cards
If a gift card isn’t to your liking, or the recipient can’t use it, resale platforms offer a convenient solution. Numerous gift card exchange websites and services allow you to sell or swap unwanted gift cards for cash or cards you prefer.
6. When Undecided, Cash is King
While seemingly less personal, cash offers unmatched versatility and eliminates any guesswork. It ensures the recipient receives the full intended value without concerns about shipping costs or specific store preferences.
7. Unlock the Value of Unused Gift Cards
Billions in gift card value remain unredeemed each year. Take a moment to check your drawers for forgotten gift cards. Most gift cards issued within the last five years are likely still valid. You have several options for utilizing these: sell them for cash, trade them in at stores for new cards (ideal for re-gifting older cards), or investigate state unclaimed property laws for potential recovery of funds from expired cards.
8. Maximize Rewards by Purchasing Gift Cards with Credit Cards
Many credit card rewards programs allow you to redeem points or miles for gift cards from a wide array of retailers. This redemption strategy can often yield a higher value compared to cash redemption.
9. Embrace E-Gift Cards for Last-Minute Gifts
E-gift cards are increasingly popular, especially with enhanced mobile accessibility. They are perfect for time-sensitive situations, eliminating shipping fees typically associated with physical gift cards ordered online.
10. Avoid Overspending When Using Gift Cards
Consumers often spend beyond the value of their gift cards. This psychological phenomenon, similar to overspending with credit cards, can lead to unnecessary expenses. Be mindful of your spending habits when using gift cards to stay within budget.
11. Inspect Gift Cards Before Leaving the Store
Ensure the gift card package is intact and the card hasn’t been tampered with. Check that the PIN is securely covered. Thieves can record card details and wait for activation to access funds.
12. Beware of Inactivity Fees
While the CARD Act prevents expiration for five years, inactivity fees can still be applied if a card remains unused for a year. Some states have banned these fees and allow cash redemption for small balances. Always review the terms and conditions to avoid unexpected deductions.
Gift Card Popularity Trends
The following table illustrates projected gift card popularity for the current holiday season, according to WalletHub data, and tracks the year-over-year changes in rankings for the most popular gift cards.
| Gift Card | 2024 Popularity Rank | Change From 2023 Rank | Change From 2022 Rank | Change From 2021 Rank |
|---|---|---|---|---|
| Visa Gift Card | 1 | – | ↑1 | ↑1 |
| Amazon Gift Card | 2 | – | ↓1 | ↓1 |
| Target Gift Card | 3 | – | ↑1 | ↑1 |
| Sephora Gift Card | 4 | ↑2 | ↑8 | ↑18 |
| Walmart Gift Card | 5 | ↑17 | ↓2 | ↓2 |
| Starbucks Gift Card | 6 | ↓2 | ↓1 | ↓1 |
| Disney Gift Card | 7 | ↓2 | ↓1 | ↑4 |
| American Express Gift Card | 8 | ↓1 | ↑3 | ↑2 |
| eBay Gift Card | 9 | ↓1 | ↓1 | ↓2 |
| Google Play Gift Card | 10 | ↑6 | ↓3 | ↓2 |
| Home Depot Gift Card | 11 | ↑1 | ↑2 | ↑1 |
| Chick-fil-A Gift Card | 12 | ↓2 | ↓2 | ↓3 |
| Costco Gift Card | 13 | ↑28 | ↑23 | ↑16 |
| Etsy Gift Card | 14 | ↑1 | ↑1 | ↑1 |
| Netflix Gift Card | 15 | ↓2 | ↑1 | ↑1 |
| Chipotle Gift Card | 16 | ↑3 | ↑2 | ↑2 |
| REI Gift Card | 17 | ↑1 | ↑2 | ↑6 |
| Nike Gift Card | 18 | ↓7 | ↓4 | ↓4 |
| iTunes Gift Card | 19 | ↓10 | ↓10 | ↓13 |
| Best Buy Gift Card | 20 | – | – | ↓1 |
| MasterCard Gift Card | 21 | ↑5 | ↑5 | ↑6 |
| Taco Bell Gift Card | 22 | ↑8 | ↑3 | ↑4 |
| Texas Roadhouse Gift Card | 23 | ↑8 | ↑1 | ↑8 |
| Nordstrom Gift Card | 24 | ↓1 | ↓3 | – |
| Ikea Gift Card | 25 | ↓1 | ↑4 | ↑5 |
| Hobby Lobby Gift Cards | 26 | ↓1 | ↑2 | ↑2 |
| McDonald’s Gift Card | 27 | ↑117 | ↓5 | ↓7 |
| Dunkin Donuts Gift Card | 28 | ↓11 | ↓11 | ↓15 |
| Fandango Gift Card | 29 | ↓15 | ↓6 | ↑20 |
| T.J. Maxx Gift Card | 30 | ↑7 | ↑7 | ↑6 |
| Olive Garden Gift Card | 31 | ↑4 | ↑2 | ↑2 |
| GameStop Gift Card | 32 | ↓11 | ↓5 | ↓7 |
| Macy’s Gift Card | 33 | ↑16 | ↑8 | ↑5 |
| American Airlines Gift Card | 34 | ↓1 | ↑5 | ↑16 |
| Whole Foods Gift Card | 35 | ↓1 | ↓3 | ↓3 |
| Ticketmaster Gift Card | 36 | ↓9 | ↓1 | ↓19 |
| Lowe’s Gift Card | 37 | ↓9 | ↑13 | ↑8 |
| Circle K Gift Card | 38 | ↑68 | ↑88 | ↑147 |
| Zara Gift Card | 39 | ↑1 | ↓9 | – |
| Subway Gift Card | 40 | ↑8 | ↓2 | – |
| Michaels Gift Card | 41 | ↑4 | ↓7 | ↓6 |
| Kohl’s Gift Card | 42 | ↓6 | ↓11 | ↓8 |
| SONIC Gift Card | 43 | ↓1 | ↑2 | ↓1 |
| Cinemark Gift Card | 44 | ↓5 | ↑15 | ↑101 |
| Dairy Queen Gift Card | 45 | ↑15 | ↑26 | ↑20 |
| Red Lobster Gift Card | 46 | ↓3 | – | ↑1 |
| Aerie Gift Card | 47 | ↑16 | ↑52 | ↑88 |
| Smoothie King Gift Card | 48 | ↑75 | ↑82 | ↑80 |
| Marshalls Gift Card | 49 | ↓3 | ↑6 | ↑5 |
| Old Navy Gift Card | 50 | ↓12 | ↑6 | ↑1 |
Our Evaluation Methodology
WalletHub’s ranking of the best gift cards is based on a comprehensive evaluation of cards from the 50 most popular retailers across the nation. Our methodology assesses each gift card based on five key factors to determine its overall value and appeal. Scores are calculated on a 100-point scale, with 100 representing the most favorable option. In instances where data for discount, resale value, or retailer ratings were unavailable, those categories were assigned 0 points.
Gift Card Popularity Rank (30 points possible): Popularity is determined by the volume of online searches for each gift card, serving as a proxy for consumer demand.
- 30 points: Ranks 1 to 5
- 25 points: Ranks 6 to 10
- 20 points: Ranks 11 to 15
- 15 points: Ranks 16 to 25
- 10 points: Ranks 26 to 50
- 5 points: Ranks 51 to 75
- 0 points: Ranks 76+
Average Buyer Discount (30 points possible): We investigated major gift card exchange platforms to ascertain the typical discounts offered to buyers for each gift card. For platforms not directly purchasing gift cards, we utilized their suggested selling prices.
- 30 points: 15.00%+
- 20 points: 10.00% to 14.99%
- 10 points: 5.00% to 9.99%
- 5 points: 2.00% to 4.99%
- 0 points: < 2.00%
Average Resale Value (20 points possible): To account for scenarios where a purchased or received gift card may go unused, we evaluated the potential resale value. This was calculated by determining the amount a seller could receive for a $100 gift card from each retailer on leading gift card exchange platforms.
- 20 points: $80.00+
- 15 points: $75.00 to $79.99
- 10 points: $70.00 to $74.99
- 5 points: $60.00 to $69.99
- 0 points: < $60.00
Retailer Rating (15 points possible): Customer satisfaction with a retailer significantly impacts the perceived value of their gift cards. We aggregated user ratings from various prominent review websites and averaged them to establish a general sentiment score for each retailer.
- 15 points: 4.0 to 5.0
- 10 points: 3.0 to 3.99
- 5 points: 2.0 to 2.99
- 1 point: 1.0 to 1.99
- 0 points: < 1.0
Shipping or Purchase Fees (5 points possible): Fees associated with purchasing and shipping physical gift cards directly reduce the gift’s value and diminish any achieved discounts.
- 5 points: No fees
- 3 points: $0.01 – $1
- 1 point: $1.01 – $2
- 0 points: $2+
Was this article helpful?
Important Disclosures
Ad Disclosure: Some offers featured on this site originate from paid advertisers. For complete transparency, a list of our current advertisers is available here.
Advertising partnerships influence the placement and presentation of offers on our site, including factors like order and prominence. While WalletHub endeavors to showcase a diverse range of offers, our listings do not encompass all financial service companies or products available in the market.
Advertising revenue enables WalletHub to deliver proprietary tools, services, and content to you at no cost. It’s important to note that advertising does not compromise WalletHub’s editorial integrity. Our best picks, reviews, ratings, and opinions are formulated independently and are not provided, commissioned, or endorsed by any company, adhering to a strict editorial policy.
WalletHub is not a financial advisor. Our mission is to equip you with high-quality content, data, and resources to make informed financial decisions. Ultimately, you are responsible for determining the financial products and providers that best suit your individual needs.
Inclusion of information about a financial institution or professional on WalletHub, whether a paid advertiser or not, does not imply a referral or endorsement by us, nor vice versa.
We strive to present current and accurate product terms; however, this information is provided by external sources, and therefore, we cannot guarantee its absolute accuracy. Actual terms may vary. Always verify all terms and conditions directly with the offering institution before applying. Please contact us if you observe any discrepancies.
