So many factors influence how consumers use gift cards—including the user's age, the gift card format and even where the cards are bought—that we wanted to understand how these factors can help you grow your gift card business. If you manage a gift card program and want to grow your sales, start with this research.

Here are just a few of the key findings:

• Of the 67% of respondents who bought a gift card last year, 59% bought it as a gift and 33% bought it to use themselves—and some did both
• 94% of respondents have used a physical gift card; 69% have used a digital gift card
• 76% of consumers see gift cards as an excuse to treat themselves