Gift Cards Market - Global Forecast 2025-2032

Senior decision-makers navigating the gift cards market face a landscape defined by digital innovation, evolving customer preferences, and increasingly complex regulatory environments. As technology transforms payment solutions and business models, data-driven insight is essential for confidently steering growth and operational efficiency in this dynamic sector.

Market Snapshot: Gift Cards Market Size and Growth

The global gift cards market expanded from USD 879.43 billion in 2024 to USD 935.34 billion in 2025, reflecting healthy momentum. With a projected compound annual growth rate (CAGR) of 6.59%, the sector’s value is forecast to reach USD 1.46 trillion by 2032. This growth illustrates ongoing shifts, led by widespread adoption of digital delivery, increased use of gift cards in corporate settings, and collaboration across previously siloed industries. Senior leaders are prioritizing strategies to capitalize on new channels and unlock value across diverse customer segments while navigating ongoing changes in consumer and commercial use cases.

Scope & Segmentation Overview

This report provides a comprehensive analysis of the gift cards market across key segments, regions, and corporate players to enable strategic decisions. Coverage includes the following:

• Card Types: Encompasses both digital and physical card formats, supporting multiple redemption and distribution options, and meeting a range of business and consumer needs.
• Issuer Types: Covers closed loop cards tied to specific brands as well as open loop cards accepted across a broad payment network, offering flexibility to retailers and corporate clients.
• End Users: Spans consumer applications such as peer-to-peer transfers and personal gifting, as well as corporate uses including B2B gifting and employee incentive programs.
• Distribution Channels: Includes offline arenas (like convenience, drug, grocery, mass merchandising, and specialty retail) alongside online platforms (direct sellers, e-retailers, and mobile applications), addressing diverse purchasing and delivery preferences.
• Applications: Encompasses uses in gifting, various incentive models (such as referral and sales performance incentives), and loyalty rewards (from coalition loyalty programs to tier and points-based schemes).
• Industry Verticals: Offers detailed insights into usage across entertainment, gaming, restaurant, retail, and travel sectors where adoption patterns and partnership models often differ.
• Region: Assesses market dynamics and growth factors across the Americas (with North America and Latin America sub-segments), Europe, Middle East and Africa (including specific country analysis), and Asia-Pacific, capitalizing on regional variations and local trends.
• Leading Companies: Examines the strategies and competitive positioning of pivotal players such as Amazon.com, Inc.; Apple Inc.; Starbucks Corporation; Target Corporation; The Home Depot, Inc.; Best Buy Co., Inc.; InComm Payments, Inc.; Blackhawk Network, Inc.; Visa Inc.; and Edenred Sp. z o.o.

Key Takeaways for Senior Leaders

• Digital transformation is accelerating across the gift cards market as mobile wallets, e-gift platforms, and instant redemption functionality become standard, enhancing user experiences and broadening product acceptance.
• Corporate gifting and employee-driven incentive programs are expanding, adding complexity to product design and reward delivery while prompting greater coordination between issuers and business clients.
• Issuer and retailer collaborations with payment networks are helping scale acceptance both in-store and online, enabling broader consumer reach and stronger brand engagement.
• Ongoing changes in global regulatory frameworks and tariff policies are reshaping supply chains and prompting adoption of digital vouchers, encouraging localized production and compliance-focused sourcing models.
• Advanced technologies such as tokenization and blockchain are being leveraged to enhance security, minimize fraud risk, and improve traceability, supporting elevated stakeholder confidence and safeguarding transactions.
• Distinct consumer behaviors and market infrastructure across regions require tailored go-to-market approaches, with successful operators leveraging local insight and strategic partnerships to drive uptake.

Tariff Impact: Navigating 2025 U.S. Trade Measures

In 2025, new U.S. tariff measures have increased the cost of physical gift card production through elevated import duties on substrates and security components. These increases have prompted issuers to explore alternative sourcing and advance digital transformation initiatives to sustain margins. Retailers with cross-border supply agreements have adjusted their contracts and consolidated logistics networks, while heightened customs oversight has driven greater investment in compliance technologies and digital trade documentation. Collectively, these shifts favor acceleration toward digital issuance and more regionally-focused, resilient supply chains.

Methodology & Data Sources

This report’s findings are based on both primary and secondary research, including interviews with industry executives, conversations with technology and payments specialists, and in-depth review of regulatory filings. Robust quantitative analysis uses statistical modeling and scenario-based forecasting to generate actionable market intelligence.

Why This Report Matters for Decision-Makers

• Empowers executives to anticipate technological, regulatory, and supply disruptions, supporting robust planning and resilience in the gift cards market.
• Provides clear intelligence to refine product strategies, strengthen vendor partnerships, and inform technology investment decisions aligned with evolving trends.
• Presents granular, region-specific data and competitor analysis to guide informed expansion, localization, or market entry strategies for optimal positioning.

Conclusion

The global gift cards market is evolving rapidly in response to digital advances and changing regulations. Decision-makers who rely on insight-led strategies and adapt to ongoing trends can unlock new growth and optimize performance within this multifaceted sector.

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