The Short Version
Where to buy a gift card comes down to three main options: directly from the brand, through an online gift card marketplace, or from a grocery store or other retailer. Buying direct tends to win on packaging and personal touches, an online marketplace wins on flexibility and digital delivery, and a retail store wins on convenience when you’re already out. The right one depends on what matters most for the occasion—not which is universally “best.”
⚠️ Quick note: If someone is asking you to buy a gift card, be careful. No legitimate business or government agency—not the IRS, not your bank, not a utility company—accepts gift cards as payment for bills, fines, bail, or debt. If you’re here because someone told you to buy one, stop before you pay and see the FAQ below.
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Related: If you’re still deciding which brand to choose, start with our guide to choosing the perfect gift card. Once you’ve picked the right brand, the next decision is where to buy it.
Why There Are So Many Places to Buy Gift Cards Today
Not that long ago, if you wanted to give someone a gift card to their favorite store or restaurant, you had to buy it directly from that business.
As online shopping grew, many brands began selling gift cards on their websites, making it easier to purchase and send gifts without visiting a store. Around the same time, gift card technology companies and third-party distribution networks emerged, making it possible for retailers and online marketplaces to sell gift cards for hundreds of different brands.
Today, you’ll find gift cards almost everywhere—from grocery stores and warehouse clubs to pharmacies, big-box retailers, and online marketplaces. Instead of visiting five different stores to buy five different gift cards, you can often purchase them all in one place.
This expansion has benefited everyone involved. Consumers have more choices and greater convenience. Brands can reach more customers by making their gift cards available in more places. Retailers can offer shoppers another useful product that encourages store visits and additional purchases.
Behind the scenes, an entire gift card ecosystem makes this possible. Technology companies, processors, and distribution partners connect brands with retailers, while the retailers selling the gift cards also earn a small portion of each sale. It’s a model that benefits everyone—from the brand issuing the gift card, to the retailer selling it, and ultimately, the consumer.
Having more places to buy gift cards is a win for consumers. The key is understanding which option makes the most sense for your situation.
The 3 Best Places to Buy Gift Cards
Where you buy a gift card can affect convenience, customer service, packaging, payment options, and the overall gifting experience.
Here’s a closer look at the best places to buy gift cards.
1. Buy Directly From the Brand (Best Overall Experience)
Best for: One gift card for one specific retailer or restaurant with a few extra perks.
If you have the time and you know exactly which brand your recipient loves, I almost always recommend buying the gift card directly from that brand. Many retailers offer gift card packaging, holders, and exclusive designs that you simply won’t find anywhere else. If you’re handing someone a gift in person, those little details make the gift feel more personal and thoughtful because the recipient knows you went to their favorite store to pick it out.
At Sephora, for example, the cashier will wrap that gift card inside a keepsake compact mirror or another small gift, accordion-fold some tissue paper, and place it in one of Sephora’s signature shopping bags. You can literally walk out of the store and head straight to the birthday party without wrapping a thing—or spending extra money on a greeting card or gift wrap.
Nike is another favorite. In its stores or on its website, you’ll often find exclusive gift card designs and a complimentary miniature shoe box that many recipients keep long after the gift card has been redeemed. Other retailers, like Ulta, REI, and DSW, regularly offer seasonal designs with fun messages like “Happy Birth-YAY!,” “Take a Hike!,” or “Buy the Shoes!”
One of my favorite gift-giving tricks is creating themed gift card pairings, and buying directly from the brand is half the work. You’re already shopping where your recipient loves to shop, so it’s easy to add one small item that complements the gift card. Pick up a travel-size beauty product at Sephora, a mini basketball or water bottle at Nike, some beef jerky to go with that REI gift card, or another inexpensive item that completes the gift. Those small additions can transform a practical gift card into a gift that feels thoughtful and intentional.
Around the holidays, you may also find special gift card promotions, like a bonus gift card, a free appetizer with the purchase of a restaurant gift card, or another thank-you for buying directly from the brand. If you’re already planning to buy that gift card, it’s worth checking the retailer’s website or asking in-store if a promotion is available.
Finally, there’s a practical advantage to consider. Buying directly from the brand keeps the entire transaction within the retailer’s ecosystem. If you ever have a question about your purchase, run into a problem with the gift card, or need customer support, the retailer can see the purchase and redemption history and usually resolve the issue more quickly.
Pros
- Exclusive gift card designs and packaging
- Merchant-specific promotions and seasonal extras
- Simple gift pairings and add-on purchases
- Direct customer support from the brand
- Available as both physical and digital gift cards
Considerations
- Less convenient if you’re shopping for several different brands
- May require a special trip to the store
2. Buy From an Online Gift Card Marketplace (Best for Multiple Brands)
Best for: Buying gift cards for several people, shopping across multiple brands, and sending digital gifts.
If you’re buying gift cards for several people or want to purchase more than one brand, an online gift card marketplace can save you a tremendous amount of time. Instead of visiting five different retailer websites—or driving to five different stores—you can complete your purchase in a single checkout. It’s one of the easiest ways to tackle birthdays, teacher appreciation, employee recognition, or holiday shopping all at once.
Most online gift card marketplaces specialize in digital gift cards, and that’s where they really shine. You can often personalize your gift with photos, custom greetings, videos, memes, or other creative touches that many individual retailers don’t offer. Better yet, you can schedule delivery for a specific date and time, making it easy to buy everyone’s gifts today and have each one arrive exactly when you want. There’s nothing to wrap, no shipping charges, and no wondering whether your gift card will arrive before the big day.
Plus, there’s a digital transaction history. Because your purchase is tied to your account, you have a record of when you bought the gift card, when it was delivered, and, in many cases, whether it has been claimed. If someone accidentally deletes the email or can’t find the gift card later, you can usually resend it or contact customer support for assistance.
Some online marketplaces also offer physical gift cards. If you prefer that option, remember to factor in shipping costs and delivery time. I also recommend choosing a shipping method with tracking so you can confirm your gift arrives safely and have documentation if there’s ever a delivery issue.
Another benefit is that online marketplaces often run promotions across multiple brands. Instead of checking individual retailer websites one by one, you can browse current gift card offers in one place and compare promotions across dozens—or even hundreds—of brands.
Finally, some online gift card marketplaces offer features you simply won’t find when buying directly from a retailer. One of my favorites is the Choice Card. Instead of guessing which brand someone would prefer, you can let the recipient choose. At eGifter, for example, the eGifter Choice Card can be redeemed for hundreds of participating brands, making it a great option when you’re not quite sure what they’d like.
Another feature I love is Swap. Even if you send a specific brand gift card, eligible eGifter gift cards can be exchanged for another participating brand before the recipient reveals the gift card details. It gives the recipient flexibility while still showing that you put thought into the gift—and it can save you from worrying whether you picked the perfect retailer.
Pros
- Multiple brands in one place
- Personalized digital gifts with photos, videos, and messages
- Digital delivery for last-minute gifts
- Scheduled delivery for a future date and time
- Digital purchase history and easy resending
- No shipping costs for digital gift cards
- Marketplace-wide promotions across brands
- Choice Cards for recipient flexibility
- Print-at-home gift card options
Considerations
- No merchant-exclusive packaging or gift presentation
- No merchant-only promotions or seasonal gift card offers
- Shipping costs and delivery time for physical gift cards
3. Buy From Grocery Stores and Other Retailers (Best for Convenience)
Best for: Picking up one or more gift cards while you’re already shopping.
Grocery stores, warehouse clubs, pharmacies, and gas stations don’t dedicate valuable floor space to gift cards by accident. Selling gift cards benefits both retailers and shoppers. Retailers earn revenue from gift card sales, attract additional store traffic, and know that customers will likely purchase other items during the same trip. For shoppers, the benefit is convenience—you can pick up a gift card while you’re already buying groceries, filling up your gas tank, or running errands.
If you’re already at the store, grabbing a gift card at checkout is often the fastest and easiest option. It’s perfect for last-minute birthdays, thank-you gifts, or any occasion when you don’t have time to make a special trip.
You’ll also find a good variety of popular brands. While the selection isn’t as extensive as an online gift card marketplace, you’ll typically find gift cards for national restaurants, retailers, entertainment, gaming, and travel all in one display. Many retailers also sell open-loop prepaid cards, like Visa gift cards, and multi-brand gift cards that give recipients more flexibility than a single-brand card.
And you can save too. Many grocery stores also offer fuel rewards or loyalty points on eligible gift card purchases, giving you an extra reason to buy while you’re already shopping.
But that convenience does come with a few tradeoffs.
Unlike buying directly from a brand or through an online marketplace, purchasing a gift card from a retail display involves several companies behind the scenes. The retailer, gift card technology providers, processors, distributors, and the brand issuing the gift card all play a role. If there’s ever a problem with activation or redemption, resolving it can sometimes take longer because no single company has complete visibility into the entire transaction. Each party only sees its portion of the purchase, which can make it more difficult to identify the source of the problem and determine who is responsible for resolving it.
Physical gift cards displayed on store racks can also be more susceptible to fraud than digital gift cards. Before purchasing, inspect the packaging for signs of tampering, avoid cards with scratched or exposed PINs, and keep your receipt until the recipient has successfully redeemed the card.
Despite those considerations, buying a gift card while you’re already shopping remains one of the easiest ways to pick up a thoughtful gift without making a special trip.
Pros
- Extremely convenient while running errands
- Great for last-minute gifts
- Wide selection of popular national brands
- Open-loop prepaid cards (like Visa gift cards)
- Multi-brand gift card options
- Fuel rewards or loyalty points at participating retailers
Considerations
- More limited brand selection than online marketplaces
- No merchant-exclusive packaging or gift presentation
- No merchant-only promotions or seasonal gift card offers
- Greater risk of physical gift card tampering or fraud
- More complex customer service when issues arise
How to Choose the Best Place to Buy a Gift Card
The best place to buy a gift card depends on what matters most for the occasion. If you know exactly which brand your recipient loves, buying directly from the brand usually provides the best overall gifting experience. If you’re buying gift cards for multiple people or across several brands, an online gift card marketplace offers the greatest flexibility. And if you’re already running errands or need a last-minute gift, buying a gift card from a grocery store or other retailer is hard to beat for convenience.
The good news is that consumers have more choices than ever before. Whether you prioritize presentation, flexibility, convenience, or savings, understanding the strengths of each buying option makes it easy to choose the right place to buy your next gift card.
Frequently Asked Questions
Is it better to buy gift cards directly from the store?
If you know exactly which brand your recipient loves, buying directly from the store or the brand’s website is often the best choice. Many retailers offer exclusive gift card designs, complimentary gift packaging, seasonal promotions, and direct customer support. It’s also the easiest place to create a themed gift by pairing the gift card with a small item from the store.
Where is the safest place to buy a gift card?
The safest places to buy gift cards are directly from the brand or through a trusted online gift card marketplace. If you buy a physical gift card from a retail display, inspect the packaging carefully for signs of tampering, avoid cards with exposed or scratched PINs, and keep your receipt until the recipient has successfully redeemed the card.
Is it safe to buy gift cards at grocery stores?
Yes, buying gift cards from grocery stores and other major retailers is generally safe and very convenient. However, because physical gift cards are displayed on store racks, it’s important to inspect them before purchasing. Many grocery stores also offer fuel rewards or loyalty points on eligible gift card purchases, making them an attractive option when you’re already shopping.
Is it safe to buy gift cards online?
Yes, as long as you purchase from the brand’s official website or a trusted online gift card marketplace. Digital gift cards eliminate many of the risks associated with physical gift cards displayed in stores, such as tampering or stolen card information. They also provide a digital record of your purchase, delivery, and order history. If a recipient accidentally deletes the email or doesn’t claim the gift card, many online marketplaces allow you to resend the gift or contact customer support for assistance.
Can I buy gift cards for multiple brands at the same time?
Absolutely. Online gift card marketplaces make it easy to purchase gift cards from multiple brands in a single transaction. They’re a great option for holiday shopping, employee appreciation, teacher gifts, or anytime you’re buying for several people at once.
Should I buy a physical or digital gift card?
It depends on how you plan to give it. Physical gift cards can feel more personal when handed to someone in person and are often available with special packaging or gift holders. Digital gift cards are ideal for last-minute gifts, long-distance recipients, scheduled delivery, and personalized messages, photos, or videos.
If you still want to hand someone a gift in person, you don’t necessarily have to choose between digital and physical. Some online marketplaces, including eGifter, offer print-at-home gift cards that let you personalize a digital gift, print it at home, and present it in person—combining the convenience of digital delivery with the experience of giving a physical gift.
Do stores make money selling gift cards?
Yes. When retailers sell gift cards issued by other brands, they typically earn a small portion of each sale. Behind the scenes, gift card technology companies, processors, and distribution partners also earn revenue for facilitating the transaction. Brands benefit by reaching more customers, retailers benefit by attracting shoppers, and consumers benefit from having more places to buy gift cards.
Can gift cards be returned or refunded?
In most cases, no. Gift card purchases are generally considered final sale, and there is no federal law that requires retailers to accept returns or provide refunds for unused gift cards. Some states regulate other aspects of gift cards—such as expiration dates or when small remaining balances must be redeemed for cash—but return policies are typically left to the individual retailer. Since most gift card purchases are final, it’s worth taking an extra moment to make sure you’ve chosen the right brand and amount before you click “Buy.”
Why is someone asking me to buy gift cards?
If someone you’ve never met—or someone claiming to be from the IRS, Social Security Administration, your bank, a utility company, or even a family member in an emergency—is asking you to pay with gift cards, it’s almost certainly a scam. Legitimate businesses and government agencies do not accept gift cards as payment for bills, taxes, fines, bail, or debt collection.
Scammers prefer gift cards because they’re easy to redeem, difficult to trace, and the money is usually impossible to recover once the gift card information has been shared. If anyone pressures you to buy gift cards and send the card numbers or PINs, stop communicating with them.
If you think you’ve been targeted by a gift card scam or want to learn how to protect yourself, the Federal Trade Commission has an excellent guide on how to recognize, avoid, and report gift card scams. It also explains what to do if you’ve already purchased gift cards or shared the card information. Avoiding and Reporting Gift Card Scams (FTC)
Ready to Buy a Gift Card?
Now that you know the best place to buy a gift card for every situation, it’s time to find the perfect one. Browse hundreds of gift cards from top brands, personalize your gift, schedule delivery, or print it at home—all from one place.
Buying gift cards for your business?
Whether you’re recognizing employees, rewarding customers, thanking volunteers, or sending incentives, eGifter Rewards makes it easy to send gift cards in bulk with flexible delivery options and program management tools. And if you want your brand to be the gift card people choose, eGifter Merchants can help you launch or modernize a branded gift card program with a flexible, technology-driven platform.
Today, there are more ways than ever to buy gift cards, and I’ve used them all. Knowing when to buy directly from the brand, shop through an online marketplace, or pick one up while you’re already running errands helps you choose the buying experience that’s right for every occasion.
Here’s to finding the best way for you to buy gift cards.
— Shelley Hunter, Gift Card Expert at eGifter
