Gift cards are often hailed as the perfect solution for simplifying gift-giving, removing the guesswork about personal preferences or potential duplicate presents. They consistently rank as the most desired gifts, holding the top spot for the 18th year in a row in 2024. However, the reality is that not all gift cards offer equal value, which might explain why billions of dollars in gift card value remain unspent.
To assist you in selecting the truly Good Gift Cards for any occasion—be it birthdays, holidays, graduations, or just because—we’ve conducted a thorough comparison of the 50 most popular gift card options. Our evaluation spanned five key criteria: 1) popularity; 2) potential discounts when purchasing; 3) resale value; 4) retailer reputation; and 5) any associated shipping or purchase fees. Below are our top recommendations to ensure you choose a gift card that is both well-received and offers excellent value.
2025’s Best Gift CardsTop Tips for Gift Card SuccessThe Popularity of Gift Cards Through The YearsOur 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
Every holiday season brings familiar traditions: time away from work and school, festive decorations, and the ubiquitous gift card. Gift cards are popular for a reason – they are generally well-received and offer flexibility. To ensure your gift card stands out and is truly appreciated, consider these essential tips to make your gift card strategy a success.
1. Seek Out Discounts on Gift Cards
It might seem counterintuitive, but gift cards, often viewed as currency, can frequently be purchased at a discount. Unlike typical retail items, good gift cards are available online for less than their face value. Take advantage of these deals to maximize your gifting budget.
2. Steer Clear of Card-Network Gift Cards
Visa and Mastercard gift cards may appear as versatile as cash, but they often come with disadvantages. Retailer-specific gift cards generate immediate revenue for the store upon purchase, while network gift cards profit from fees. For ultimate flexibility without added costs, consider giving cash directly instead.
3. Understand the Difference: Gift Cards vs. Prepaid Cards
Although often found side-by-side in stores, gift cards and prepaid cards serve different purposes. Gift cards are designed for single-use until the balance depletes. Prepaid cards, conversely, are reloadable and function similarly to debit cards linked to checking accounts. Prepaid cards often include various fees, potentially reducing the intended gift value.
4. Be Aware of Loyalty Card Restrictions
A legal loophole permits non-reloadable prepaid cards issued through loyalty, reward, or promotional programs to have expiration dates without standard restrictions. Typical gift cards are protected from expiring for five years post-issuance. Confirm you are purchasing genuine gift cards and review the fine print, especially during promotional periods.
5. Reselling Gift Cards is Always an Option
Unwanted gift cards don’t have to go to waste. Gift card exchange platforms offer a marketplace to sell or trade gift cards. This provides a valuable option if a gift card isn’t to personal taste or fits the recipient’s needs.
6. Cash is King When Uncertainty Looms
While perhaps less personal than a gift card, cash offers unmatched versatility and eliminates any guesswork. It ensures the recipient can purchase exactly what they need or desire, without shipping costs or store visits. Cash remains a universally good gift card alternative in its own right.
7. Unlock the Value of Unused Gift Cards
Many people have contributed to the billions of dollars in unredeemed gift card value. Check your drawers for forgotten gift cards – those from the last five years are likely still valid. Options include selling them for cash, trading them in-store for new ones (ideal for re-gifting older cards), or, in some states, recouping funds from expired cards via unclaimed property laws.
8. Earn Rewards by Purchasing Gift Cards
Leverage credit card rewards programs to purchase gift cards. Many programs allow point or mile redemption for gift cards from major retailers, often yielding greater value than cash redemption. This is a smart way to maximize rewards while gifting.
A selection of popular retail gift cards, offering diverse options for recipients.
9. E-Gift Cards: Perfect for Last-Minute Gifts
E-gift cards are gaining popularity, especially with increased mobile usage. They are ideal for time-sensitive gifting, eliminating shipping fees associated with physical cards. Consider e-gift cards for a convenient and quick good gift card solution.
10. Avoid Overspending When Using Gift Cards
Consumers often spend more than a gift card’s value when redeeming it. This is a common psychological effect, similar to increased spending with credit cards. Be mindful of spending habits when using gift cards to avoid unnecessary expenses, even though they are helpful in offsetting purchase costs.
11. Inspect the Gift Card Before Leaving the Store
Ensure the gift card hasn’t been tampered with; check for scratched-off PINs or exposed card numbers. Thieves might record these details and await activation to access funds. For packaged cards, confirm the packaging is sealed.
12. Inactivity Fees: Read the Fine Print
While the CARD Act prevents gift cards from expiring for at least five years, inactivity fees may still apply after a year of no use. Some states prohibit these fees and allow cash redemption for small balances. Review terms and conditions to prevent unexpected value loss.
Gift Card Popularity Over Time
The following table shows projected popularity rankings for gift cards this holiday season, based on WalletHub data. It also illustrates the year-over-year changes in gift card popularity.
| 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 |
Methodology for Selecting the Best Gift Cards
WalletHub’s ranking of good gift cards is based on a comparison of cards from the 50 most popular retailers, evaluated across five categories reflecting their appeal and value. Each gift card received a score out of 100, where 100 represents the best possible option. The scoring rubric is detailed below. Gift cards lacking data for discount, resale value, or store ratings received zero points in those specific categories.
Gift Card Popularity Rank (30 points max): Gift card popularity was determined by analyzing the volume of online searches for each gift card.
- 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 max): We investigated major gift card exchange platforms to ascertain the typical discounts available 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 max): To account for situations where a purchased or received gift card may not be used, we assessed the resale value. This was calculated as the amount a seller could obtain for a $100 gift card from each retailer on leading gift card exchange sites.
- 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 max): Customer experience at the retailer significantly impacts a gift card’s overall value. We aggregated user ratings from various popular review websites to determine an average retailer satisfaction score.
- 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 max): Fees associated with purchasing and shipping physical gift cards diminish the effective gift value and negate potential discounts.
- 5 points: No fees
- 3 points: $0.01 – $1
- 1 point: $1.01 – $2
- 0 points: $2+
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