Merchant Gift Cards vs Branded Prepaid Cards
A merchant gift card carries a store's brand and is spent with that merchant or category. A branded prepaid card carries your company's brand and can be used widely across a payment network. The difference is whose brand is on the card and how freely it can be spent.
Side by Side Comparison
| FACTOR | MERCHANT GIFT CARD | BRANDED PREPAID CARD |
|---|---|---|
| Whose brand | The merchant's brand | Your company's logo and artwork |
| Where it is spent | At that merchant or category | Anywhere the network is accepted in the U.S. |
| Spend flexibility | Focused on one brand or category | Broad, recipient's choice |
| Best for | Steering spend to a brand recipients love | Broad rewards that reinforce your brand |
When Merchant Gift Cards Win
Choose merchant gift cards when recipients have a favorite brand, or when you want to focus the reward on a category such as fuel, grocery, or dining. They make a natural fit for programs tied to a specific experience or store. See our merchant cards.
When Branded Prepaid Cards Win
Choose a branded prepaid card when you want your company front and center, and your recipients want the freedom to spend anywhere. These open-loop cards put your logo on the reward while still working across many merchants. See our custom-branded Visa cards.
How to Choose
Weigh two things: whose brand should the card carry, and how much spending freedom do recipients need? More brand focus and category control points to merchant gift cards, while broad spend and your own branding points to branded prepaid.
Frequently Asked Questions
It can be used anywhere its network is accepted in the U.S.
They primarily carry the merchant's brand, so branding options are limited.
Yes. Many programs pair branded prepaid cards with merchant gift options.
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