Europe Gift Card and Incentive Card Market Intelligence and Future Growth Dynamics (Databook) - Q2 2024 Update

The gift card industry in the region is expected to grow by 7.9% on annual basis to reach US$71.4 billion in 2024.

The gift card industry in Europe will continue to grow over the forecast period and is expected to record a CAGR of 6.4% during 2024-2028. Gift card market in the country will increase from US$66.2 billion in 2023 to reach US$91.7 billion by 2028.

The European gift card sector is thriving, driven by significant product innovations and strategic partnerships like Marks & Spencer's with Runa. Local government initiatives are also making a substantial impact, with rising sales and support for independent retailers, signaling continued growth and positive economic influence in the region.

Key Developments in the Gift Card Sector in Europe

The European gift card sector has seen several noteworthy product launches that reflect the growing demand and innovation within the market.

Product Launches and Innovations

Marks & Spencer's Gift Card Revenue Surge: Marks & Spencer reported a 245% increase in gift card revenue in 2023, attributed to its partnership with Runa, a digital value payments network. This collaboration has enabled Marks & Spencer to enhance its gift card distribution and streamline its ordering process, thereby expanding its customer base and improving sales performance.

Strategic Partnerships

Marks & Spencer's Partnership with Runa: Marks & Spencer reported a 245% increase in gift card revenue in 2023, attributed to its partnership with Runa, a digital value payments network. This collaboration has enabled Marks & Spencer to enhance its gift card distribution and streamline its ordering process, thereby expanding its customer base and improving sales performance.

Local Gift Card Programs: Various local governments in the United Kingdom initiated gift card programs aimed at boosting economic activity in their communities. For instance, Miconex reported a substantial increase in local gift card sales, which reached £12.4 million in 2023, with a 69% rise compared to the previous year. This trend is expected to continue, with more towns and cities launching their own local gift card initiatives to support local businesses.

Regulatory Changes

Local Government Gift Card Programs: Numerous local governments, especially in the United Kingdom, have launched gift card initiatives aimed at revitalizing local economies. These programs are designed to encourage spending in local businesses and have seen significant success. For instance, Miconex reported that local gift card sales reached £12.4 million in 2023, with a 69% increase compared to the previous year. This trend is expected to continue, with more towns and cities adopting similar programs in 2024.

Support for Independent Retailers: The local gift card programs are specifically aimed at driving consumer spending in high streets and downtown areas, supporting both independent and national retailers. The initiatives have proven effective in encouraging consumers to spend above the value of the gift cards, further stimulating local economies.

Gift card market in 2023 was driven a wide range of factors, which supported growth across retail and corporate segments. The primary factors included growth of ecommerce, increased adoption to incentivize employees working remotely, digital gifting, and initiatives undertaken by government, hospitality, and travel industries to revive growth.

This report provides a detailed data centric analysis of gift card market, covering market opportunities and risks across a range of retail categories. With over 75 KPIs at country level, this report provides a comprehensive understanding of gift card market dynamics, market size and forecast.

This title is a bundled offering, comprising 1 regional and 15 country reports

• Regional Report - Europe Gift Card and Incentive Card Market Intelligence (Databook)
• Country Report 1 - Norway Gift Card and Incentive Card Market Intelligence (Databook)
• Country Report 2 - France Gift Card and Incentive Card Market Intelligence (Databook)
• Country Report 3 - Germany Gift Card and Incentive Card Market Intelligence (Databook)
• Country Report 4 - Italy Gift Card and Incentive Card Market Intelligence (Databook)
• Country Report 5 - Spain Gift Card and Incentive Card Market Intelligence (Databook)
• Country Report 6 - United Kingdom Gift Card and Incentive Card Market Intelligence (Databook)
• Country Report 7 - Netherlands Gift Card and Incentive Card Market Intelligence (Databook)
• Country Report 8 - Austria Gift Card and Incentive Card Market Intelligence (Databook)
• Country Report 9 - Belgium Gift Card and Incentive Card Market Intelligence (Databook)
• Country Report 10 - Greece Gift Card and Incentive Card Market Intelligence (Databook)
• Country Report 11 - Switzerland Gift Card and Incentive Card Market Intelligence (Databook)
• Country Report 12 - Poland Gift Card and Incentive Card Market Intelligence (Databook)
• Country Report 13 - Denmark Gift Card and Incentive Card Market Intelligence (Databook)
• Country Report 14 - Finland Gift Card and Incentive Card Market Intelligence (Databook)
• Country Report 15 - Russia Gift Card and Incentive Card Market Intelligence (Databook)

Scope

This bundled offering provides the following detailed gift card market opportunity at country level.

Total Spend on Gifts

• By Consumer Segment (Retail and Corporate)
• By Product Categories (13 Segments)
• By Retail Sectors (7 Segments)

Gift Card Market Size by KPIs across Consumer Segments

• Gross Load Value
• Transaction Value
• Unused Value
• Average Value Per Transaction
• Transaction Volume
• Average Value of Card Purchased
• Number of Cards

Gift Card Market Size by Consumer Segment

• Retail Consumer
• Corporate Consumer (Small Scale, Mid-Tier, Large Enterprise)

Digital Gift Card Market Size

• By Retail Consumer
• By Retail Purchase Occasion
• By Corporate Consumer
• By Corporate Purchase Occasion
• By Company Size

Gift Card Market Size by Retail Consumer

• By Functional Attribute
• By Occasion
• Festivals & Special Celebration Days
• Milestone Celebration
• Self-Use
• Other
• Value by Purchase Channel

Gift Card Spend by Consumer Behavior and Demographics

• Consumer Purchase Behaviour
• Gift Card Buyer by Age Group
• Gift Card Buyer by Income Level
• Gift Card Buyer by Gender

Gift Card Market Size by Corporate Consumer

• By Functional Attribute
• By Occasion
• Employee Incentive
• Sales Incentive
• Consumer Incentive
• By Scale of Business

Gift Spend by Product Categories (Split by Retail and Corporate Consumers)

• Food & Beverage
• Health, Wellness & Beauty
• Apparel, Footwear & Accessories
• Books & Media Products
• Consumer Electronics
• Restaurants & Bars
• Toys, Kids, and Babies
• Jewelry
• Sporting Goods
• Home & Kitchen Accessories & Appliances
• Travel
• Entertainment & Gaming
• Other

Gift Card Spend by Retail Sector (Split by Retail and Corporate Consumers)

• Ecommerce & Department Stores
• Restaurants & Bars
• Supermarket, Hypermarket, Convenience Store
• Entertainment & Gaming
• Specialty Stores
• Health & Wellness
• Travel

Gift Card Spend by Distribution Channel (Split by Retail and Corporate Consumers)

• Gift Card Online Sales
• Gift Card Offline Sales
• 1st Party Sales
• 3rd Party Sales
• Sales Uplift

Closed Loop Gift Card Market Share by Key Retailers. Key Retailers Covered Include:

• Aldi Group
• XXXLutz Group
• Schwarz Beteiligungs GmbH
• Steinhoff International Holdings Ltd
• M-Preis Warenvertriebs GmbH (Mölk)
• Amazon.com Inc
• Etn Franz Colruyt NV
• Delhaize Group Sa
• Inter Ikea Systems BV
• Blokker Nederland BV
• FDB Group
• Dansk Supermarked A/S
• Dagrofa ApS
• Reitangruppen AS
• Dixons Carphone Plc
• Jysk Holding A/S
• S Group
• Kesko Oyj
• Alko Oy
• Suomen Lahikauppa Oy
• Stockmann Oyj Abp
• Carrefour SA
• E Leclerc
• ITM Enterprises SA
• Auchan Group SA
• Systéme U Centrale Nationale Sa
• Edeka Zentral AG & Co KG
• Rewe Group
• dm-Drogerie Markt GmbH & Co KG
• Tengelmann Group, The
• Dirk Rossmann KG
• Globus Holding GmbH & Co
• H&M Hennes & Mauritz AB
• Sklavenitis J&S SA
• Marinopoulos SA
• Diamantis Masoutis SA
• Inditex, Industria de Diseño Textil SA
• Hondos Bros
• Coop Italia scarl
• CONAD - Consorzio Nazionale Dettaglianti Scrl
• Esselunga SpA
• Selex Gruppo Commerciale SpA
• Gruppo Eurospin
• Crai Secom SpA
• Apple Inc
• Royal Ahold NV
• Jumbo Supermarkten BV
• Sperwer Holding BV
• Intergamma BV
• Hema BV
• Detailresult Groep NV
• Jéronimo Martins SGPS SA
• Tesco Plc
• Eurocash SA
• Metro AG
• Euro-net Sp zoo
• Magnit OAO
• X5 Retail Group NV
• Dixy Group OAO
• Lenta OOO
• M Video OAO
• DNS Group
• El Corte Inglés SA
• Eroski Grupo
• Migros Genossenschaftsbund eG
• Coop Genossenschaft
• Maus Frères SA
• fenaco-LANDI Gruppu
• Associated British Foods Plc
• Next Plc
• J Sainsbury Plc
• Wal-Mart Stores Inc
• TJX Cos Inc, The
• Wm Morrison Supermakets Plc

Reasons to buy

• Comprehensive understanding of the dynamics of the gift card and incentive card markets: Recognise the opportunities in the market, the main drivers and trends, and the five-year projection for gift and incentive cards in Europe.
• Create strategies tailored to the market: To create your gift card strategy, identify growth categories and target particular opportunities across consumer segments and occasions; evaluate important trends and risks unique to your market.
• Learn about the attitudes and behaviours of consumers in Europe: Increase ROI by understanding how consumer attitudes and behaviours are evolving. With gift cards, you may obtain comprehensive information about retail spending for both corporate and retail customers.
• Six key performance indicators (KPIs) provide a comprehensive view: the quantity of cards in circulation, load value, unused value, average purchase value, average value per transaction, and transaction value.
• Distribution channel insights: Recognise the differences in gift card sales across online and offline channels as well as between first-party and third-party sales.