Japan 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 7.6% on annual basis to reach US$23.0 billion in 2024.

The gift card industry in Japan will continue to grow over the forecast period and is expected to record a CAGR of 6.5% during 2024-2028. Gift card market in the country will increase from US$21.4 billion in 2023 to reach US$29.7 billion by 2028.

The Japanese gift card sector is evolving rapidly, with companies expanding digital offerings, launching innovative products, and forming strategic partnerships to cater to the growing demand for convenient and personalized gifting options.

Key Developments in the Gift Card Sector in Japan

Product Launches and Innovations: 7-Eleven Japan. The convenience store chain has expanded its gift card offerings, enhancing its digital gift card options to cater to the rising demand for online gifting. This aligns with broader trends in digital transformation within retail, where consumers increasingly prefer e-gift cards for convenience and immediacy.

Lawson: Lawson has introduced new promotional gift cards aimed at boosting sales during peak seasons. Their strategy includes collaborations with popular brands to create themed gift cards, which are particularly appealing to younger consumers. This initiative is part of a larger effort to leverage digital channels for gift card sales, enhancing customer engagement through targeted marketing campaigns.

Rakuten: The e-commerce giant has launched a new line of digital gift cards that can be used across various platforms within its ecosystem. This move is designed to encourage spending within its marketplace, particularly as online shopping continues to grow in popularity.

Amazon Japan: Amazon has also updated its gift card offerings, introducing customizable digital gift cards that allow consumers to add personal messages and designs. This feature aims to enhance the gifting experience, making it more personal and engaging for the recipient.

Strategic Partnerships

Roblox and Blackhawk Network: Roblox has expanded its digital gift card offerings through a partnership with Blackhawk Network. This collaboration allows consumers in Japan to purchase Roblox digital gift cards, which can be used to buy Robux, the platform's virtual currency. The partnership is part of a broader strategy to enhance the accessibility of digital gift cards in various markets, including Japan, where the demand for digital gaming continues to grow.

Amazon Japan and Local Retailers: Amazon Japan has partnered with various local retailers to expand its gift card offerings, allowing customers to purchase gift cards for a wider range of products and services. This initiative aims to enhance customer experience by providing more options for digital gifting, catering to the growing trend of online shopping.

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 Japan

• 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 Japan

• 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 Japan

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

Digital Gift Card Market Size in Japan

• 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 Japan

• 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 Japan

• 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 Japan

• 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 Japan

• 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 Japan

• 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 Japan

• 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:

• Seven & I Holdings Co Ltd
• AEON Group
• Lawson Inc
• FamilyMart Co Ltd
• Yamada Denki Co Ltd
• Rakuten Inc
• Amazon.com Inc
• Isetan Mitsukoshi Holdings Ltd

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 Japan.
• 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 Japan: 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.