Germany 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 10.9% on annual basis to reach US$16.1 billion in 2024.

The gift card industry in Germany will continue to grow over the forecast period and is expected to record a CAGR of 8.3% during 2024-2028. Gift card market in the country will increase from US$14.6 billion in 2023 to reach US$22.2 billion by 2028.

The gift card sector in Germany is evolving rapidly with a shift towards digital solutions and tailored corporate offerings. Regulatory frameworks ensure consumer protection through clear expiration dates, transparency in terms and conditions, and a return policy. This evolution reflects growing consumer demand for convenience and personalized gifting options.

Key Developments in the Gift Card Sector in Germany

Product Launches and Innovations: Digital Gift Cards. The shift towards digital gift cards has accelerated, with many brands enhancing their offerings to include instant delivery and mobile app integration. This trend is largely influenced by consumer preferences for convenience and the growing e-commerce sector.

Corporate Gift Cards: Businesses are increasingly using gift cards for employee rewards and customer incentives. Companies are launching tailored gift card solutions to meet corporate gifting needs, which has expanded the market significantly.

Regulatory Changes

Expiry Dates: In Germany, gift cards and vouchers are subject to a general expiration period of three years. This regulation ensures that consumers have ample time to redeem their vouchers. However, issuers can set shorter validity periods as long as they are deemed reasonable and are clearly stated on the card.

Redemption Rights: Consumers are required to redeem their gift cards within the specified validity period. While they can use the card multiple times until the balance is exhausted, they are not entitled to cash payouts for any remaining balance after a purchase.

Disclosure Requirements: Issuers must provide clear information regarding the terms and conditions of gift cards, including the total value, any restrictions, and potential fees. This transparency is crucial for consumer protection and informed decision-making.

Cancellation Policy: Consumers have the right to return products purchased with gift cards within 14 days, aligning with broader consumer rights legislation in Germany.

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.

Scope

Total Spend on Gifts in Germany

• 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 in Germany

• 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 in Germany

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

Digital Gift Card Market Size in Germany

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

Gift Card Market Size by Retail Consumer in Germany

• 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 in Germany

• 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 in Germany

• 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) in Germany

• 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) in Germany

• 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) in Germany

• 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:

• Edeka Zentral AG & Co KG
• Schwarz Beteiligungs GmbH
• Aldi Group
• Rewe Group
• Amazon.com Inc
• dm-Drogerie Markt GmbH & Co KG
• Tengelmann Group, The
• Dirk Rossmann KG
• Globus Holding GmbH & Co
• Inter Ikea Systems BV
• H&M Hennes & Mauritz AB

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 Germany.
• 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 Germany: 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.