Where to Buy Gift Cards in 2024: What’s Changed?

Do you remember the first gift card you ever received? I'm not talking about those paper gift certificates, but a plastic gift card that you could slip into your wallet (without any folding) and swipe at the cash register like a credit card. I can't quite recall which brand I got first, but I vividly remember falling in love with the newfound ease of gifting. Gone were the days of anxiously searching for a present in the right size, style, or price point. And no more peeling price tags off gifts so the recipient wouldn't guess the cost. Sure, everything retro is trending, but that's one blast from the past I do not miss.

Fast-forward to today, gift cards are a staple in our lives. They are available just about everywhere and for almost anything. But with this convenience comes a few challenges and considerations.

So, if you're wondering where the best place to buy a gift card is this year, keep reading. In this post, I'll share the best places to buy gift cards in 2024, plus a few to avoid so your gift card is a hit and not a headache.

Best Places to Buy Gift Cards

The best place to buy a gift card is one that provides a top-notch gifting experience for both the giver and the receiver.

Here's what I'm looking for. 

First, ease of use is crucial. I look for cards that are redeemable at multiple nearby locations or online. And I either choose a gift card I know the recipient will use (e.g., their favorite restaurant), or I select a card to a store with a wide selection of merchandise. Next, I look for gift cards that come in secure packaging, are closely monitored, or have other protections to prevent tampering, gift card fraud, and gift card scams. Lastly, I expect full customer support. If there's ever an issue with a gift card, I want to know where to turn for help. Whether it's a phone number, chat line, or email, peace of mind should be a few clicks or a call away. (Oh, and gift card personalization is a perk in my book--check out my review of Ulta gift cards for a great example.)

Considering these criteria, here are my top choices for the best places to buy a gift card.

1. Directly from the Store or Restaurant

Not long ago, you could only buy gift cards from where you would redeem them. If you wanted a gift card to a clothing store, you went to that clothing store to buy the gift card. If you wanted a gift card to the ice cream store, you'd buy it from the ice cream store. Though less convenient than other options on this list, in 2024, the benefits of buying physical gift cards directly from the store may outweigh the extra effort.

• Design Variety: Many mid to large-size retailers offer a variety of gift card designs. DSW, for example, has the classic black-and-white striped logo design in stores, plus shoe-themed designs with puns like "you're my sole-mate." Panera Bread has the classic logo card, plus fun cards that say "Time to Soup Up" and "Sending you sunshine & cinnamon rolls!" You can pick a design that works for the person or the occasion, and I dig that.
• Free Gift Card Holders: In addition to style choices, merchants are increasingly offering gift card holders to their in-store gift card customers. The freebies range from foldable cardstock carriers to more novelty items. Sephora is an innovator in this area. They've been sending gift-givers off with mini mirrors, zipper pouches, pop-up holders, and more for years. Nike has mini Nike shoebox gift card holders that are worth buying a gift card to get.
• Enhanced Security: When you purchase directly from a merchant, you reduce the risk associated with third-party sales, where cards are more exposed and thus more susceptible to tampering. It's not to say that larger stores don't have measures in place, but the controlled environment of a single-brand store typically sees fewer incidents. Plus, the type of gift card can influence its security risk. For instance, a gift card from a local soda shop is less likely to be a target on the dark web than a high-demand gaming gift card.
• Customer Support: One of the most significant advantages of purchasing your gift card directly from a store or restaurant is the level of customer support available. From the moment the card is activated to the point of redemption, every transaction involving the card is in the merchant's system, so customer service representatives have access to detailed information should any issues arise.

So yes, it requires a trip to the store to buy directly from a merchant, but the personal touch adds a layer of thoughtfulness to your gift. It's especially worth knowing the card is secure and supported.

2. Online from the Store or Restaurant

If you can't go directly to the store or restaurant you want to give, then buy gift cards from the merchant's website instead. Here are the reasons I like this option:

• Delivery Options: Purchasing gift cards online allows you to mail a physical gift card or digitally send an egift card, giving you some wiggle room to decide based on how soon you want the gift delivered and how much you want to pay for shipping. Digital gift cards are perfect for last-minute gifting because shipping is free, and you can often schedule delivery for a specific date. Plastic gift cards are nice when you want the recipient to have a physical gift to open.
• Design Variety: Many retailers offer an even wider variety of gift card designs online. For instance, Cabela's has several everyday Cabela's gift card designs, plus seasonal designs for specific holidays such as Father's Day. PetSmart has gift cards with all sorts of furry friends on the front...and a couple of scaly ones, too. (Eeeks.) Even good ol' Boot Barn has a bunch of Boot Barn gift card designs to choose from. And that's just the plastics. When you start counting egift card designs, the options scale up quickly. When you throw in merchants that let you upload your own photo, the choices are endless.
• Free Gift Card Holders: Some stores mail physical gift cards in the same gift card holders offered in stores. You might pay a bit extra for secure shipping, but it’s often less than the cost of driving to the store yourself—not to mention the time you’ll save.
• Enhanced Security: Buying directly from a merchant's online store also carries security advantages. While the physical cards are stored securely, digital cards eliminate the risk of physical tampering altogether. Plus, egift card details are only revealed to the intended recipient, minimizing exposure to fraud.
• Customer Support: The support available for online gift card purchases may surpass in-store options. By purchasing online, you can log into your account, which tracks all your transactions and stores digital receipts. Plus, you'll get transaction receipts via email, too. This setup provides clear "proof of purchase," making resolving any issues with the gift card easier.

Purchasing gift cards online from a specific merchant combines convenience with a personal touch. It offers the same level of thoughtfulness as a physical store visit but from the comfort of your home or on the go. Whether opting for a physical card with a fun design or an egift card with your image, the experience is streamlined, secure, and supported. I like it.

3. Reputable Online Gift Card Sellers

For variety and convenience in your gift card shopping, third-party websites like GiftCardGranny.com, PerfectGift.com, and Giftcards.com are good options. These platforms all boast gift cards from various brands plus bank-issued gift cards like Visa gift cards and Mastercard gift cards. Here's what else you get when buying gift cards from a reputable online gift card seller:

• Broad Selection: One of the most significant advantages of these sites is the sheer variety of gift cards available. Whether you're looking for a gift card to a major retailer, a popular restaurant, or even an online service, you'll likely find it here. This variety makes it easy to shop for anyone (and everyone) on your list, all from one location. And, of course, you can choose physical and digital gift cards, too.
• Unique Gift Cards: I'm not saying to get an off-the-wall gift card that isn't very user-friendly, but browsing through the catalog could inspire a gift card you might not consider otherwise. For example, a DoorDash or Uber Eats gift card is an excellent choice for new parents who might have trouble getting out to a restaurant for a few months (or years). A teenager with a new driver's license might like a gas gift card more than another gaming gift card (maybe). And for pet lovers, you'll find Petco, PetSmart, Chewy, and 1-800-PetSupplies at a minimum. Take a look and see what gift cards you find!
• Customization: Many online gift card sellers offer additional services like custom messages or the ability to include a personal note when sending a gift card. Some even offer custom gift card designs or the option to upload a personal photo, giving the gift card a thoughtful touch.
• Competitive Offers: Some sites provide discounts, rewards, and integrations with cash back programs like Rakuten when purchasing certain gift cards, which can save you money or offer added value. You're not going to save big bucks, but every penny counts. If you sign up for their newsletters, you can buy your favorite gift cards when they go on sale. This can be especially beneficial when you're buying gift cards in bulk.
• Security Features: Reputable gift card sellers implement strong security measures to protect buyers. This service includes guaranteeing the validity of gift cards and offering protection against fraud. Purchasing from these recognized platforms can give you peace of mind, knowing that the gift cards are legitimate and backed by customer support. However, remember that a seller will have a record of the purchase activation but won't be able to check the balance of a third-party gift card you purchase from them--meaning, they can tell the card got activated, but won't be able to tell you how much money is left on the card. This lack of visibility can create a runaround between the seller and the brand if a gift card doesn't work. Still, since you're buying online, you should easily be able to provide proof of purchase and press customer service to dig into the problem.

Purchasing from reputable online gift card sellers combines the practicality of having numerous brands in one place with the assurance of secure transactions and thoughtful extras that enhance the gifting experience. If you're looking to simplify your gift-giving, these websites are worth checking out.

4. Multi-Brand Racks at Large Retailers

The convenience of multi-brand racks at large retailers cannot be denied. These racks offer a wide selection of gift cards from various brands all in one place, which can be incredibly convenient, especially when you're already out handling other errands. Here's what to consider if you choose this route:

• Wide Selection: One of the main benefits of these racks is the variety. Whether you need a gift card for a popular restaurant shop, a major department store, or an online service, you're likely to find it here. This makes it easy to grab a gift card along with your groceries or other shopping.
• Convenience: You can pick up a last-minute gift on your way to the party or while shopping for other items, saving you a separate trip. This is great for busy shoppers who like to multitask.
• Gift Card Holders and More: Many large retailers also stock items like greeting cards, special card holders, or small gift items you can pair with a gift card. These extras will cost you (compared to the freebies available when you buy a gift card directly from a merchant), but they can be totally personal to the recipient or fully aligned with the occasion. For example, a hardware store gift card paired with a small houseplant turns a simple gift card into a more thoughtful present.

If you buy gift cards from a kiosk that's in a grocery store, gas station, hardware store, office supply store, or anywhere else that sells a rack full of cards, take these extra steps for a positive gift card experience:

• Monitor for Tampering: Always ensure that the gift card's number matches across the point of sale display, your receipt, and the activation receipt. This helps confirm that the card has not been compromised.
• Look for Secure Packaging: Opt for gift cards that feature covered numbers and secure packaging. This is crucial to avoid any potential tampering before purchase.
• Save Receipts:  Keep all receipts, including the activation receipt, as these are your proof of purchase and activation, should any issues arise. And remember, there are three parties involved in making these gift cards so accessible. There's the store you shop at, the brand of the gift card you buy, and the gift card provider behind the kiosk. If there is a problem with a gift card, you'll likely have to be persistent in finding the right party to help.

That said, when you're short on time and want the convenience of gifting on the go, multi-brand kiosks work great.

Now one last thing...

CAUTION: Where NOT to Buy Gift Cards

Gift card security hinges on controlling controlling who can access the gift card number. Remember, anyone who gets hold of this number can potentially drain the card’s value, regardless of whether they physically possess the card. So I advise against buying gift cards from platforms where verification and security are less rigorous. For example, while scrolling through social media or browsing online marketplaces, you might find gift card deals that seem too good to be true. Often, they are. The sellers on these platforms are frequently unverified, which means you have no guaranteed way to confirm the card’s balance without potentially compromising its security. And if the deal goes sour, there's little to no recourse to recover your funds.

Given these risks, I recommend passing on these options and sticking to buying directly from known retailers, their official online stores, or reputable third-party gift card sellers where the risks are significantly minimized.

To Summarize

The safest and best places to purchase gift cards are directly from merchants, either in-store or online, from reputable online sellers, or from retailers that sell multiple cards. Avoid purchasing from unverified sellers on the internet to minimize the risk of fraud.

Got Gift Card Questions?

What other gift card questions do you have? Let me know in the comments below, and I'll answer you there or write a blog post for more details. Until then, I'm your consumer guide to gift cards and am here to give you peace of mind in every gift.

Happy gifting,

Shelley Hunter, Consumer Guide to Gift Cards