Fold Holdings and Blackhawk Network have launched the Fold Bitcoin Gift Card across major U.S. digital retailers, aiming to make Bitcoin easily accessible to consumers as of July 31, 2025.
This launch taps into the $300 billion U.S. gift card market, integrating Bitcoin into existing payment channels, potentially boosting crypto accessibility and consumer adoption.
Fold Holdings and Blackhawk Network have partnered to launch the Fold Bitcoin Gift Card, enabling access to Bitcoin through over 400,000 U.S. retail locations. This product integrates Bitcoin into existing retail payment systems, simplifying cryptocurrency gifting.
The partnership between Fold, a Nasdaq-listed company, and Blackhawk, a leader in branded payments, represents a strategic move to target the $300B U.S. gift card market. The initiative aims to make Bitcoin accessible without requiring technical knowledge or a crypto wallet.
Gift Card Market Could Drive BTC Adoption
Industry response has been cautiously optimistic, highlighting the potential to broaden Bitcoin’s user base. The initiative seeks to leverage familiar payment channels, potentially increasing cryptocurrency adoption among mainstream consumers.
Data suggests the U.S. gift card market, currently valued at $300B, may spur enthusiasm for crypto-based solutions. Although on-chain technology is unaffected, experts believe it positions Bitcoin more solidly within consumer transactions.
Limited Past Initiatives Now Overcome by Scale
Previously, limited crypto gift card initiatives existed but lacked scale. The new partnership offers broad digital retail integration, potentially expanding the demographic reach for Bitcoin users.
Experts from Kanalcoin emphasize increased accessibility as a crucial factor, aligning with growth trends observed in mainstream financial adoption of cryptocurrency. This development might signal a pivotal shift within the broader payment infrastructure.
“By making bitcoin available as a gift card, we’re opening access to the millions of consumers who already buy, send, and use gift cards. This isn’t about novelty. It’s about meeting people where they are and integrating bitcoin into the financial tools and channels they already understand. We’re building infrastructure for everyday adoption. BHN gives us that path into mainstream retail, opening access to a new segment of users.” – Will Reeves, Chairman and CEO, Fold Holdings
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