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Gift Cards Scan Their Way Into The Digital-First Economy


There’s no shortage of evidence for the digital shift, especially when it comes to changes in the way consumers are now paying for goods and services. QR codes, installment credit, by now, pay later (BNPL) — all of these and more set the stage for a revolution in payments. One of the overlooked examples may be digital wallets . PYMNTS’ research on the recent holiday season found that 40 percent of shoppers used digital wallets to pay for holiday gifts, a 54 percent increase compared to 2019.

That digital change has spread to many aspects of the business, and it has not gone unnoticed by payments company Blackhawk Network . As Blackhawk Vice President Jayson Berg told PYMNTS in a recent conversation, this genie isn’t going back in the bottle. The result is that retailers are being pushed into a faster pivot to digital optimization than they were even considering a year ago. As Berg sees it, one of those considerations is eGifting, which Blackhawk has continued to refine and optimize.

But beyond the familiar gift card use cases, the larger goal of helping its merchant partners take a more holistic approach on how they fit into the larger payments ecosystem. […]

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