For this 9th edition, we're putting the spotlight on the performance of our clients' gift card programs (200+ brands) during last year’s holiday season—Christmas 2024.
In this newsletter, I’m sharing the key insights you should know to better prepare and steer your gift card strategy ahead of the upcoming festive period.
📥 You’ll also find the link to the full report at the end if you’d like to dig deeper.
Here’s what the numbers confirm: gift cards are here to stay :
A go-to gift for Christmas Gift cards remain in the top 3 most popular gifts in France: 62% have already purchased one, and 59% would like to receive one.
A logistics booster for e-commerce E-gift cards are instant, have no shipping costs, and never go out of stock—making them a powerful lever to maximize revenue right up to the last minute.
A response to shrinking baskets In times of tighter spending, gift cards help buyers stay within budget—while giving recipients the freedom to amplify it.
A proven revenue driver 49% of activated cards triggered an additional payment during Christmas 2024, averaging +€66—and up to +€167 in certain verticals.
Post-holiday performance 87% of gift cards are redeemed within 5 months. They extend your sales cycle beyond December.
A profitable B2B channel Corporate orders averaged €9,000 during the holidays, with strong repeat business year-round. And on third-party platforms? 42% of gift card sales occur during the festive season.
Enjoy the read—and if you're taking time off soon, I wish you a great summer ☀️
On my end, I’ll be working behind the scenes to prepare fresh content for the months ahead.
Talk soon,
Emilie de Buybox
📊 Christmas: Still a Core Pillar… But B2C Needs Sharper Steering
39% of annual B2C gift card sales happen at Christmas, with nearly half of those occurring in the final 7 days.
Yes, the gift card remains a reflex—but no longer an “autopilot” one.
With average face value dropping to €68 at Christmas 2024 (vs. €100 the rest of the year), the key is to focus on volume and especially on complementary spend. Some verticals are skyrocketing: +€167 in Home & Decor, +€274 in Luxury.
How to Increase Complementary Spend?
The challenge: encouraging higher spend and trade-up without direct contact with the end-user (as is often the case with B2B or partner-distributed cards):
Bundle the gift card with a premium narrative: communicate clearly what it unlocks “This card opens the door to high-end experiences.”
Target key moments of indulgence: post-Christmas, sales season, back-to-school
Highlight the value of spending more: free shipping thresholds, limited editions, product bonuses
Enable wallet integration (Apple/Google Wallet) to send push reminders and boost activation
🛍️ Marketing: Fewer Campaigns, Much Higher ROI
27% of gift cards were sold through targeted marketing campaigns—and for those, the results are clear: 46% triggered additional purchases, averaging €106 in complementary spend.
👉 2025 tip: Relaunch your campaigns—even short, even simple ones.
🔄Black Friday: The Real Start of the Holiday Season
In verticals like baby, sports, and beauty, up to 37% of all November gift card sales occur during Black Friday.
But here’s the catch for 2025: the calendar is shifting.
“Fake Friday” lands on November 21: now a key promotional date, with deals starting weeks ahead of the real Black Friday
Cyber Monday is late—on December 1—cutting into the core Christmas window
The result? The conversion window is longer, but it starts earlier.
🎯 Action item: Align your creatives, catalogs, and offers by November 15, and plan for a four-week Black Friday season.
🧠 B2B & Third-Party Channels: Untapped Potential
On the B2B side, the potential is huge: 24% of B2B gift card sales happen at Christmas, with an average order value of €9,000.
And through third-party resellers? 42% of Christmas gift card sales—but only 56% of those lead to a complementary purchase.
💡 In 2025, make it count:
Streamline the B2B journey
Refresh and elevate year-end visuals
Run coordinated marketing campaigns within partner networks to boost sales
Apply B2C strategies to encourage complementary spend
To Activate for Christmas 2025 to Boost Gift Card Sales
Refresh your Christmas visuals and messaging across all channels: Copy, creative assets, and formats tailored for e-commerce, retail stores, B2B portals, and resellers.
Launch a 360° B2C visibility campaign starting early November, with a clear and festive message.
Start early: Anticipate Black Friday purchases with visuals and offers ready in time.
Even with a small budget, a simple promo like "Get €10 free with a €50 purchase" can make a big difference.
Build a smooth B2B purchase journey: Dedicated portal, auto-generated quotes, bulk order features... Make things easier for HR & works councils, while ensuring compliance with URSSAF regulations.
Run a B2B visibility campaign, along with educational content about gift card tax exemptions (URSSAF), to boost corporate demand.
Leverage complementary spend: Highlight premium positioning and encourage upselling.
Maximize last-minute e-gift card sales (Dec 20–24): A focused campaign can capture late shoppers.
Engage third-party resellers: Update visuals and terms 30 days before Christmas, and negotiate integrated marketing campaigns as early as Q2.
Post-Christmas reactivation: 27% of cards are used within 15 days. Launch a targeted campaign starting Dec 26, and enable mobile wallet integration to identify and convert recipients.
