As we head into the Christmas and New Year holiday season, the National Restaurant Association has served up some great news for the foodservice industry – and the onion industry in particular. According to a new survey, restaurant gift cards are topping holiday wish lists, signaling thriving demand for dining out during this festive time. This trend is good news not just for foodservice operators and buyers but also for onion growers and shippers supplying these establishments.
Restaurant Gift Cards: The Holiday Gifting Favorite
The latest National Restaurant Association survey reveals that 59% of adults plan to give restaurant gift cards this holiday season. Younger generations are leading the charge, with a notable 74% of Gen Z adults and 70% of Millennials saying they plan to gift restaurant cards.
“Restaurant gift cards are a thoughtful way to make holiday gift-giving meaningful and easier, especially when you have a long list of friends and family to purchase gifts for,” said Michelle Korsmo, President & CEO of the National Restaurant Association. She added that the flexibility and convenience of these gift cards bring people together over shared meals, creating lasting memories.
Generational Trends in Gift Card Giving
- Gen Z (74%): This generation loves practical, experience-based gifts, often choosing to give cards to friends and family their own age.
- Millennials (70%): Millennials top the list as both givers and receivers of restaurant gift cards, extending their generosity across all age groups.
- Gen X (54%) and Baby Boomers (44%): While less likely to give gift cards than their younger counterparts, older generations value the thoughtful nature of gifting a dining experience. For Boomers, 77% noted they choose restaurant gift cards because recipients enjoy dining out.
What Consumers Want in Gift Cards
The survey also highlighted key insights into consumer preferences:
- Full Meal Coverage: 81% of adults want gift cards that cover the entire cost of a meal.
- Familiarity Over Novelty: 77% prefer cards from favorite restaurants, while only 36% are interested in trying somewhere new.
- Flexibility: 76% of adults appreciate the option to use gift cards for delivery or takeout, a preference particularly strong among Millennials (82%).
These preferences align with ongoing trends in the National Restaurant Association’s 2025 What’s Hot Culinary Forecast, where value, convenience, and budget-friendly options drive consumer choices.
Where Shoppers Are Buying Restaurant Gift Cards
Convenience plays a major role in how shoppers are purchasing gift cards:
- Major Retailers: 55% of adults opt for gift cards from Walmart, supermarkets, or similar large retailers.
- Direct from Restaurants: 48% buy directly from the restaurant, ensuring support for their favorite establishments.
- Online Retailers: Platforms like Amazon are especially popular among Gen Z (44%) and Millennials (46%), leveraging Black Friday and holiday deals.
A Boost for the Onion Industry
The popularity of restaurant gift cards reflects strong consumer enthusiasm for dining out, which translates to increased demand for ingredients like onions in foodservice. From holiday menus featuring onion soups and appetizers to robust demand for onions in fast-casual and fine dining establishments, this trend underscores a thriving foodservice industry during the holidays.
For onion growers, shippers, and foodservice buyers, this report serves as a reminder of the vital role onions play in creating the memorable meals that diners love.
A Season to Celebrate
As restaurant gift cards become the go-to gift for many Americans, the holiday season is shaping up to be a win for foodservice operators and the onion industry alike. Whether it’s a cozy meal at home or a festive outing at a favorite restaurant, the demand for high-quality ingredients – like onions – will only continue to grow.
From all of us at OnionBusiness.com, here’s to a thriving holiday season for the onion and foodservice industries!
