Gifting is a joyous way of marking the many important occasions in our lives, from birthdays and anniversaries to retirements, graduations and Christmas. But the real impetus behind gifting is the emotional message sent between giver and receiver. It’s this underlying message and the emotional connections we’re longing to make through gifting that we sought to uncover through this study. We want to understand consumer desire around more meaningful engagement through not just gifting itself but also through digital messaging—which is increasingly the method of choice for America. Understanding the digital gifting experience—both what the current reality is and what is possible through enhanced personalization—is critical for consumers and companies alike. The emotional connections that can be formed through personalization are a remarkable turning point in the history and legacy of gift cards and how we connect in today’s digital world.