[Gift Card Navigator] Gift Cards: 2024 Review and Key Trends for 2025

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Hello

I’m thrilled to announce the release of our annual reports on the 2024 performance of gift card programs in France—covering the market as a whole and key verticals.

Whether in B2C or B2B, gift cards remain an essential lever for acquisition, loyalty, and conversion.

In this special edition, I’ll walk you through key market insights, followed by direct access to in-depth sector-specific reports.

Feel free to reach out if there’s a topic you’d like to explore further. 💬

But before we dive in, I have an announcement to make! 🎉

Buybox is now on Instagram! 🚀 We’re here to make gift card market insights more accessible for brands.

📲 Join us here: https://www.instagram.com/buybox_giftcard/

Happy reading, and talk soon!

Emilie de Buybox

Key Insights from the 2024 Gift Card Market 📊

The global gift card market in 2024: still expanding

The global gift card market reached $534.4 billion in 2023 and is expected to grow to $607 billion by 2032, with an average annual growth rate of 7.7%. This momentum is primarily driven by:

The rise of digital adoption, with e-gift cards accounting for up to 52% of sales in some countries.
The surge in B2B transactions, which already make up 66% of the market and could reach 80% in the coming years.

Strong performance in B2C

The average gift card value remains stable at €100, with €50 being the most sold denomination, while the average additional spend per card has increased to €74 (+30% vs 2023), demonstrating their ability to drive incremental revenue.

Omnichannel remains key:

70% of gift cards are redeemed in-store, while 30% are spent online.
53-54% of consumers want gift cards to be redeemable across all sales channels.

Seasonality continues to play a major role, with 39% of annual sales occurring at Christmas, peaking at 49% in the last week of December.

B2B transactions continue to grow

The average face value of B2B gift cards has increased to €87 (+12% vs 2023), with an average order value of €11,500. Companies continue to prioritize brands that:

Have strong brand recognition, ensuring a high perceived value.
Offer a wide product range, maximizing appeal for end users.

Distribution through third-party partners

CSE and HR platforms still dominate B2B, capturing 68% of the market—but loyalty programs are also on the rise, now accounting for 19% of total B2B gift card transactions.

Average distributed values vary by sector, with €50 and €100 being the most common face values.

Higher and more frequent additional spending:

1 in 2 gift cards redeemed triggers an additional spend, with an average upsell of €67—higher than in B2C.
This makes gift cards a powerful driver for boosting average basket value across industries.

Download the global report

Key Focus Areas for Success in 2025 🎯

1️⃣ Accelerate digital and omnichannel integration
Enhance visibility and user experience across your e-commerce site, mobile app, and external channels. Use mobile wallets as an omnichannel gateway and integrate direct e-gift card purchases via social media.

2️⃣ Convert gift cards into additional purchases
Encourage higher spending by leveraging targeted merchandising and exclusive promotional offers to drive upsells and basket expansion.

3️⃣ Leverage B2B as a growth driver
Align your offering with corporate expectations and optimize distribution via employee benefit/incentive platforms, incentive programs, and HR benefits.

4️⃣ Minimize gift card expiration rates
Implement automated reminders and strategic incentives to encourage usage and maximize revenue impact.

5️⃣ Optimize third-party distribution channels
Strengthen your positioning by balancing an attractive commission structure with margin optimization. Develop targeted marketing campaigns with key distributors to increase visibility amid growing competition.

The key challenge for brands? Turning gift cards into a core element of your marketing and loyalty strategy.