Every year, gift card categories shift. What was hot in 2024 isn't necessarily what's hot in 2026. Streaming has cooled. Gaming is up. AI subscriptions are new. Here's what we're seeing across Randzify's platform.
By transaction volume
Amazon still leads by a wide margin. It's the flexible option — the recipient can spend it on anything Amazon sells, which is nearly everything. iTunes and Google Play come next, driven by app purchases and gaming.
By growth rate
The fastest-growing category this year is AI subscriptions. OpenAI credits. Claude subscriptions. Cursor. These didn't exist as gift cards two years ago. Now they're a real category.
The best gift is one that expands what someone can already do.
By 'gift-ability'
Some cards feel like a gift. Some feel like cash. Spotify and Netflix land in the first camp — you're giving someone months of a specific experience. Amazon and iTunes land in the second — you're basically giving them money to spend how they want.
For birthdays and special occasions, feel-like-a-gift wins. For thank-yous and quick appreciation, feel-like-cash wins.
Regional notes
In Nigeria specifically, Steam and PlayStation are the two largest gaming categories. Roblox is exploding among younger buyers. Uber and Airbnb credit are picking up as travel returns.
What we're watching
Prediction: by end of 2026, at least three AI companies will have proper gift card programs. When they do, they'll immediately become top-10 categories. Watch this space.