Chances are that you may have received a Starbucks gift card as a holiday gift in 2014. The Seattle-based coffee company announced that for the 2014 holiday season, one in seven Americans received one of its gift cards as a gift, up from one in eight Americans in 2013. When that estimate is applied to recent U.S. Census Bureau numbers on the U.S. population (320 million), that translates to approximately 46 million people, up from 40 million in 2013.
These numbers aren't all that surprising. A recent National Retail Federation survey stated that one in five American consumers intended to purchase coffee shop gift cards this holiday season.
A Starbucks spokeswoman told Fortune that nearly 2.5 million Starbucks cards were activated on Christmas Eve. More than $1.1 billion were loaded on the company's cards in the U.S. and Canada throughout the most recent holiday season. In total, Starbucks generated $16.4 billion in revenue globally in the last fiscal year.
These most recent numbers suggest that Starbucks' gift card strategy is working well, and the company is also working to ensure that those gift card funds are being incorporated into its loyalty program. Gift card recipients can add gift card funds to their Starbucks card and loyalty program accounts to receive additional rewards, discounts, and promotions.
The company also offers a Starbucks Card Corporate Sales program that includes co-branded cards, standard cards, e-gifts, and other special products.