Gift Card Outlook for 2025
In B2C, physical gift cards remain dominant in France and Europe. However, the rapid rise of digital gift cards, driven by the digitalization of payment methods and embraced by millennials, signals a major shift. Generation X and Baby Boomers are also adopting omnichannel expectations, demanding the ability to store physical cards in digital format.
Brands are expanding their services to include digital gift cards to attract millennials and retain all generations, responding to a growing demand for fluidity and instant gratification. Additionally, consumers now expect features such as immediate conversion of loyalty points into e-gift cards and attractive promotions to increase their purchasing power.
With optimized customer journeys, omnichannel solutions, and targeted marketing strategies, gift cards are becoming a key lever for acquisition, engagement, and retention.
B2B remains the growth driver for gift card programs, with over 70% of revenue generated from this segment. Employee benefits represent the main revenue channel for brands using gift cards, playing a central role in talent retention and team loyalty.
These programs, whether offering discounted single-brand gift cards available year-round or cards given during Christmas and key moments, go beyond simple perks. They meet employees' practical needs: replacing broken appliances, renewing furniture, or financing leisure activities or vacations.
Meanwhile, employee incentives, focused on motivation and performance rewards, complement this strategy by helping businesses reach their goals while valuing employee efforts.
Gift cards have become an essential tool in HR programs, improving employees' quality of life while enhancing their engagement and loyalty to the company. For brands, they provide increased visibility and create a lasting emotional connection with a captive audience. Present in these programs, brands build strong relationships with employees who become or are already loyal customers.
Thanks to their flexibility, omnichannel reach, and ease of integration, they are emerging as a win-win lever for both businesses and brands.
The Future of Gift Cards
Gift cards, often underestimated in marketing strategies, have untapped potential, promising a bright future. More than just a payment method, they are evolving into a true "brand currency" integrated across brands' strategic considerations.
The future of gift cards will see the emergence of new synergies, especially with other payment solutions such as employee benefits cards, further enhancing their role in loyalty and motivation dynamics. Additionally, co-marketing campaigns between brands using gift cards will open new opportunities to share audiences, increase visibility, and maximize commercial impact.
With these developments, the gift card will establish itself as an indispensable tool, flexible, engaging, and able to meet the needs of an ever-evolving market.
I now like to say that gift cards have truly become commonplace.
