How leading brands are rethinking the role of gift cards
Gift cards were once seen as a simple gifting product, often managed in isolation and measured by breakage.
Now, they've become a much more strategic lever for brands. As market insights show, gift cards can unlock growth, deepen customer relationships, and connect multiple parts of the business.
From industry-wide data to hands-on retailer examples, the session paints a picture of a sector that is expanding, evolving, and full of untapped potential. But it also highlights a gap - many retailers and brands are still only scratching the surface of what their program could deliver.
Key takeaways:
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Gift cards are growing across both B2C and B2B channels, with B2B now representing the largest share. More importantly, organisations are recognising their broader value - as drivers of acquisition, retention, and loyalty. Whether used in employee rewards, incentives, cashback platforms, or partnerships, gift cards are increasingly embedded in wider commercial strategies.
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Customers now expect gift cards to be as seamless as any other digital payment method - easy to access, simple to redeem, and usable across channels. Retailers are using digital capabilities to go further: personalising the gifting experience, re-engaging customers, and using data to understand how and when gift cards are used. The result is a more dynamic, customer-centric approach.
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Most retailers now offer gift cards, but fewer have a fully developed strategy behind them. This is a common challenge: gift cards are often treated as a bolt-on. To move beyond this, retailers need to invest in: visibility, alignment, and expertise. This is where partnerships can enable faster innovation, better security, and stronger execution.
If you’re looking to better understand how gift cards can fit into your wider business strategy - or how to take your existing program to the next level - the full webinar dives deeper into these themes with practical examples and expert insights.
Watch the recording to explore the opportunities, learn from real-world use cases, and start building a more strategic, customer-focused gift card program.
Let us help you launch and scale your gift card program
With over 20 years of industry experience, we've supported leading brands to build, launch, and optimise successful gift card schemes.
