Philippines Gift Card and Incentive Card Market Intelligence and Future Growth Dynamics (Databook) - Q1 2024 Update

According to the publisher, the gift card industry in the country is expected to grow by 10.8% on annual basis to reach US$0.7 billion in 2024.

The gift card industry in Philippines will continue to grow over the forecast period and is expected to record a CAGR of 9.0% during 2024-2028. Gift card market in the country will increase from US$0.7 billion in 2023 to reach US$1.0 billion by 2028.

The gift card industry is poised to record strong growth over the medium term in the Philippines. The thriving e-commerce market, coupled with enhanced digital payment infrastructure and smartphone penetration, are among the factors aiding the adoption of digital gift cards. This trend is projected to continue further in the Philippines in 2024, thereby supporting market growth over the medium term.

Several new businesses, across industry verticals, are expected to launch innovative gift card programs amid rising adoption of the payment tool. This will aid the competitive landscape in 2024. The industry will also receive growth support from government disbursement programs in 2024. Overall, the publisher maintains a positive growth outlook for the gift card market in the Philippines over the next three to four years.

Indian gift card providers are forging strategic partnerships to widen the distribution of their products in the Philippines

The Philippines gift card market is poised to grow at a steady rate over the medium term. India-based gift card providers are targeting this growth through strategic partnerships and new product launches in 2024.

• Qwikcilver, owned by Pine Labs, entered into a strategic partnership with foodpanda in December 2023. The two firms have collaborated to launch foodpanda Gift Cards. Initially, the gift cards will be made available for corporate customers of foodpanda in Singapore and Thailand.
• Going forward, however, the gift cards will be made available across all 11 markets where foodpanda operates, including in the Philippines. With a presence in over 400 cities, foodpanda is a leading player in the online food delivery and grocery delivery segment. This partnership is, therefore, expected to further strengthen the position of Qwikcilver as a leading gift card provider in the region over the medium term.

The publisher expects more such gift card providers to enter into similar strategic collaborations in 2024. This will further aid the competitive landscape, while also supporting the market growth over the next three to four years.

Government disbursement programs to aid the growth of Filipino gift card industry in 2024

To disburse monetary support to the underserved and underprivileged community in an efficient manner, government institutions make use of gift cards globally, and similar trends are emerging in the Philippines.

• Parañaque City Government, in December 2023, disbursed Christmas gift cards to a total of 15,000 individuals with disabilities. Each of the beneficiaries, notably, received P2,000 worth of gift certificates. These gift cards are available to be redeemed at grocery stores, restaurants, and other food establishments.

The publisher expects more regional governments to undertake gift card disbursement programs in 2024. This will support the growth of the broader gift card industry in the Philippines from a short to medium-term perspective.

Online marketplaces are introducing gift card solutions to expand portfolios and diversify revenue stream

With gift cards gaining strong popularity among Filipino nationals, online marketplaces are seeking to tap into the growing demand as part of their strategy to expand their portfolio and diversify their revenue stream.

• PLDT Inc., the owner of an online marketplace catering to overseas Filipino workers (OFWs), has expanded its range of digital services to offer more options for customers to stay connected with their families back in the Philippines. Tindahan ni Bossing (TINBO), managed by PLDT Global Corp., launched gift vouchers and online shopping features on its platform in December 2023. This is part of the firm’s strategy to better address the needs of OFWs, while also targeting higher sales and growth of the platform. The gift vouchers are also available to be bought on e-commerce platforms like Lazada and Shopee through TINBO for their families in the Philippines.

Going forward, the publisher expects more such marketplaces to launch gift card products, thereby aiding the competitive landscape. This will also support the growth of the gift card market from the short to medium-term perspective in the Philippines.

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 Philippines

• 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 Philippines

• 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 Philippines

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

Digital Gift Card Market Size in Philippines

• 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 Philippines

• By Functional Attribute
• By Occasion

1. Festivals & Special Celebration Days
2. Milestone Celebration
3. Self-Use
4. Other

• Value by Purchase Channel

Gift Card Spend by Consumer Behavior and Demographics in Philippines

• 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 Philippines

• By Functional Attribute
• By Occasion

1. Employee Incentive
2. Sales Incentive
3. Consumer Incentive

• By Scale of Business

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

• 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 Philippines

• 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 Philippines

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

Gift Card Sales Estimates by Key RetailersReasons to buy

• In-depth understanding of gift card and incentive card market dynamics: Understand market opportunity, key trends and drivers along with five-year forecast (2019-2028) for gift cards and incentive cards in the Philippines.
• Develop market specific strategies: Identify growth segments and target specific opportunities across consumer segments and occasions to formulate your gift cards strategy; assess market specific key trends and risks.
• Get insights into consumer attitude and behaviour in the Philippines: Understand changing consumer attitude and behaviour and boost ROI. Get detailed insights into retail spend through gift cards for both retail and corporate consumers.
• Get complete perspective through six essential KPIs: number of cards in circulation, load value, unused value, average purchase value, average value per transaction, and value of transactions.
• Distribution channel insights: Understand gift cards sales dynamics by channels - online vs offline and by 1st party vs 3rd party sales.