New sharing capability makes digital gifting even easier

Global branded payments provider Blackhawk Network (BHN) is redefining the way consumers can send digital gifts with the launch of eGift Card Links. The new capability simplifies digital gifting in time for the busy holiday shopping season, giving users additional options for delivering eGift cards. BHN partners—including Sephora, Nordstrom, PlayStation, Grubhub, The Cheesecake Factory, Five Guys, Royal Caribbean Cruises, Cracker Barrel Old Country Store and many other brands consumers know and love—now offer shoppers the ability to simply purchase an eGift card and copy/paste a link to it into a text, social messaging app, or email.

The new capability allows users to send eGift cards to their recipient as a short link via multiple channels, including text, email, or any social messaging app. The eGift Card Link comes from the purchaser—rather than an anonymous URL or SMS code. And, the sender knows the recipient receives their gift and has greater reverence as the gifter. Once the recipient opens the link, they can access the eGift card and redeem it instantly. The gifts are shared and delivered by known family and friends, on platforms that the user prefers, allowing for even greater personalization and higher use rates. The feature also removes the need for digital gift-givers to know the recipient’s email address.

“Our research shows that 44% of surveyed consumers purchased an eGift card last holiday season—up from 40% the previous year. As digital gifting increasingly becomes a go-to gifting option for consumers, shoppers have continued to embrace new features and innovations that further enhance their gifting experience,” said Jennifer Philo, GVP, Global Commerce, BHN. “We’re excited to provide this new feature that makes digital gifting easier and demonstrates BHN’s ongoing investment in mobile-first design. Since rolling out the eGift Card Links feature with our U.S. partners, we’ve seen a 43% mobile adoption rate and open click rate improvements of nearly 30%.”

The eGift Card Links feature is currently available to U.S. customers through more than 400 BHN partners with plans to expand internationally to additional areas in 2025.

BHN is a global leader in gift and prepaid cards. Learn more about BHN’s digital gifting platform and capabilities here.

About Blackhawk Network (BHN)

Today, through BHN’s single global platform, businesses of all kinds can tap into the world’s largest network of branded payment solutions. BHN helps businesses grow revenue, increase loyalty, motivate and reward their teams, disburse funds and engage consumers. Branded payment solutions include the issuance and distribution of gift cards, eGifts, corporate payouts and rewards, along with the technology to deliver these products in seamless, integrated ways. BHN’s network spans the globe with more than 400,000 consumer touchpoints. Learn more at BHN.com.

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