Will Reeves, CEO of Fold.
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For years, gift cards were seen as little more than convenient, last minute presents. They were nice to have, but rarely considered a serious financial tool. That perception is changing, and the catalyst is a new generation. Gen Z is redefining how we spend, save, and think about money, and in the process, reshaping what gift cards represent in everyday life.
Unlike previous generations, Gen Z has grown up in a world where digital payments are the norm, not the exception. They are comfortable managing multiple digital wallets, earning rewards, and experimenting with different forms of currency, from gift cards to digital assets. To them, a gift card isn’t just a novelty, it’s a flexible tool for budgeting, gifting, and even investing small amounts in experiences or products they value.
This shift reflects a broader change in consumer behavior. Financial tools are no longer confined to traditional banking products. Every day spending decisions now carry an element of strategy. A gift card, for example, can be part of a plan to maximize rewards, manage cash flow, or try new platforms without risk. For brands, this means that gift cards go beyond marketing tools and have become active components in a consumer’s financial ecosystem.
We’re also seeing a cultural shift. Gen Z values control and autonomy over their finances. They want options that fit their lifestyle, not the other way around. Gift cards, with their versatility and ease of use, provide exactly that. They allow people to participate in the economy on their own terms, bridging the gap between novelty and utility.
What does this mean for the payments landscape? Companies will need to rethink how they approach gift cards, rewards, and incentives. These tools are no longer one-off products; they are gateways to engagement, loyalty, and financial literacy for a generation that prizes convenience, flexibility, and transparency.
Gift cards are evolving from a once-in-a-while convenience into a mainstream, everyday financial asset. For those paying attention, this shift is an early signal of how Gen Z will continue to challenge assumptions, not just about payments, but about the financial system as a whole.