Europe Gift Cards Market Size, Share & Trends Analysis Report By Type (Closed Loop Gift Card, Open Loop Gift Card, E-Gifting), By End-User (Retail Establishments, Corporate Institutions), By Merchant Type (Restaurants, Department Stores, Grocery Stores, Supermarkets/Hypermarkets, Discount Stores, Coffee Shops, Entertainments, Salons/Spa, Book Store, Home Décor Stores, Gas Stations, Visa/Master Card/American Express Gift Card, Others), By Price Range (High (Above 400 US$), Medium (200-400 US$), Low (0-200 US$)), By Sales Channel (Online, Offline) and By Country(U.K., Germany, France, Italy, Russia, Nordic, Benelux, Rest of Europe) Forecasts, 2024-2032

Market Overview

The Europe gift cards market size witnessed significant growth in the past and is expected to grow at a CAGR of 15.1% during the forecast period (2022-2030).

Highlights

• The closed-loop card dominated the market by card type.
• B2C dominates the market by type.
• France dominates the market by region. 

A gift card is like a prepaid debit card with a specific amount of money loaded onto it, which can be used for purchasing goods. These cards often come with minimum and maximum initial loading limits, such as a minimum of USD 10 and a maximum of USD 500. Typically, gift cards cover part of a purchase while the remaining expense is paid through cash, debit, or credit. Many gift cards can be registered online to minimize the risk of loss, allowing users to track their remaining balance and freeze the card if it gets lost. Gift cards offer increased security compared to cash and can be easily traced, reducing fraud risk.

The European market demonstrates an increasing demand for gift cards. This demand is driven by the growing adoption of gift cards by regional corporate offices and financial institutions. Additionally, the rise in awareness and popularity of digital offerings and advancements in payment solutions contribute to the market's growth. The evolution of gift cards and vouchers in Europe has stimulated the gift card market, with a prevailing trend of self-consumption among consumers. Furthermore, using gift cards for travel-related expenses presents a significant market expansion opportunity.

Market Dynamics

Europe gift cards market drivers

Rising demand for advanced payment solutions

Gift cards share similarities with prepaid debit cards and have gained popularity among consumers for their convenience, flexibility, reliability, and security as a payment method. With consumers consistently connected to shopping platforms and utilizing various payment methods, including mobile apps, the rapid growth of digital commerce, particularly on mobile devices, presents an opportunity for merchants and issuers. They can leverage this trend to adopt more innovative and seamless payment options, utilizing new technologies to cater to their customers' needs.

High adoption rate of smartphones

The continuous advancement of smartphones has brought about increased innovation in gift cards. Integrating modern technology and strategic marketing approaches has given rise to new and convenient ways for gift card enthusiasts and smartphone users to combine their preferences into a user-friendly package. This convergence is expected to propel the gift card market forward, as the widespread adoption of smartphones offers customers flexible and convenient payment options.

Europe gift cards market restraints

Lack of security

The gift card market faces several security challenges that significantly restrain its growth. One prominent concern is the heightened risk of hacking and theft by malicious individuals, jeopardizing gift card security. An example of such a threat is the GiftGhostBot, discovered by Distil Networks, which targeted nearly 1,000 websites to gain unauthorized access to gift card balances, exposing vulnerabilities in the system. This incident serves as an illustration of the growing threats faced by the global gift card market.

Furthermore, certain companies like Target and Starbucks have inadvertently overlooked security vulnerabilities in their endeavor to make mobile gift card rollouts convenient and cost-effective. This oversight has resulted in instances where any shopper can utilize funds loaded onto another gift card, presenting security loopholes. These security weaknesses impede the growth of the gift card market.

Europe gift cards market opportunities

Growing demand for gift cards in developing countries

In recent years, there has been a notable rise in the demand for advanced payment solutions and technological advancements in the industry. This trend has been observed globally, with countries showing untapped potential and a growing need for more efficient transactional solutions. As mobile usage and internet penetration continue to increase, the gift card market is experiencing a shift from traditional plastic cards to digital gift cards. Furthermore, the widespread adoption of smartphones and digital wallets presents promising opportunities for the gift card market in the foreseeable future.

Regional Analysis

The Europe gift cards market is segmented by country: Germany, France, The UK, Italy, Spain, Rest of Europe. France dominated the market with a CAGR of 16.8% during the forecast period.

Europe plays a vital role in the gift card market, with countries like the UK, Germany, France, the Netherlands, Spain, Italy, and the Nordic Countries contributing to its growth. The growing acceptance of gift cards by corporate offices and financial institutions, increasing awareness of digital options, and advancements in payment solutions propel the market. The evolving nature of gift cards and the trend of self-consumption among European consumers further drive market expansion. Moreover, there is potential for market growth by utilizing gift cards for travel-related expenses.

The gift card market is experiencing growth due to the increasing adoption of advanced payment technologies and the growing awareness of digital payments worldwide. The widespread use of smartphones and corporate and financial institutions' acceptance of gift cards further contribute to this market expansion. However, concerns about the security of gift cards may impede market growth. Nevertheless, the rising demand for gift cards in developing countries presents promising future market opportunities.

Segmental Analysis

The Europe Gift Cards Market is segmented into card type and type.

By card type, it is further segmented into open and closed-loop cards.

The closed-loop card dominated the market and is expected to register a CAGR of 17.2% over the forecast period.

By type, it is further segmented into B2B and B2C.

The B2C dominates the market and is expected to register a CAGR of 18.4% over the forecast period.

Recent Developments

• June 2022- Blackhawk Network, a global branded payments provider, partnered with Restaurant.com, owned and operated by RDE, Inc. (OTCQB: RSTN), to expand distribution of the dining deal site’s gift card program, which will now feature eGift options offered on GiftCardMall.Com and across other top digital retailers via Blackhawk’s online distribution network.
• June 2022- Blackhawk Network and LibertyX made cryptocurrency more accessible by enabling consumers to purchase bitcoin using their LibertyX accounts at participating US merchants, including Fresco y Mas, Harveys Supermarkets, Southeastern Grocers, Tops, Weis, and Winn-Dixie.