"Gift cards remain a win-win for both consumers and retailers, but after years of confusion and anxiety around the economy and the rising cost-of-living, it's important to continue to reassess how consumers are purchasing and utilizing gift cards."

Jay Jaffin, chief marketing officer, BHN, commented on a Blackhawk Network research report on consumer gift card and gifting preferences among U.S. consumers that revealed that the male consumer is the primary gift card buyer in the U.S. for the first time.