Australia Gift Card and Incentive Card Market Report and Forecast 2025-2034

According to this report, the Australia gift card and incentive card market size was valued at USD 6.61 billion in 2024. The market is further projected to grow at a CAGR of 8.20% between 2025 and 2034, reaching a value of USD 14.56 billion by 2034. The market is experiencing robust growth, fueled by the increasing shift toward digital payment solutions, the rising adoption of employee reward programs, and the expansion of the e-commerce sector.

Giftand incentive cards provide consumers and businesses with a convenient and flexible payment solution, enhancing customer engagement and brand loyalty. The integration of digital and mobile payment technologies has further strengthened the demand in the Australia gift card and incentive card market, making transactions more seamless and accessible. The shift toward a cashless economy, driven by the growing penetration of smartphones and digital wallets, has further contributed to the expanding market for gift and incentive cards across multiple industries.

Retailers remain one of the primary drivers of the Australia gift card and incentive card market growth, utilizing gift cards as an effective strategy to boost sales and enhance customer retention. Consumers increasingly favor these cards due to their convenience, flexibility, and ability to allow recipients to purchase products or services based on personal preference. The demand for e-gift cards has seen significant growth, particularly as they offer instant delivery via email or mobile applications, meeting the rising demand for contactless and last-minute gifting solutions.

The availability of customized and branded gift cards has further enhanced consumer engagement, allowing businesses to differentiate themselves in a competitive retail environment. The ability to incorporate loyalty programs and promotional discounts within gift cards has also contributed to their popularity, driving sales and repeat purchases for retailers.

Moreover, the rapid expansion of the e-commerce sector has significantly positively contributed to the Australia gift card and incentive card market value, with online retailers increasingly utilizing these payment solutions to attract and retain customers. As online shopping continues to gain popularity, digital gift cards have become an essential payment method, offering consumers the ability to shop conveniently across various platforms. The seamless integration of gift cards with digital wallets, loyalty programs, and mobile payment systems has further enhanced their usability, driving consumer adoption.

Subscription-based services, including streaming platforms, meal delivery services, and gaming subscriptions, have also contributed to the demand for prepaid cards, allowing customers to manage recurring expenses more efficiently. The rise of digital-first retail experiences and the growing penetration of online marketplaces continue to reinforce the significance of gift and incentive cards in the evolving e-commerce landscape.

The corporate sector has emerged as another key contributor to the Australia gift card and incentive card market expansion, with businesses leveraging these prepaid solutions to motivate employees, incentivize sales teams, and reward loyal customers. Companies across industries such as banking, telecommunications, healthcare, and hospitality have integrated incentive card programs into their employee engagement and customer retention strategies. These cards offer a versatile approach to rewarding performance, allowing recipients to redeem their incentives based on personal preferences.

The integration of digital platforms and mobile applications in incentive programs has simplified distribution and redemption processes, making it easier for organizations to manage and track their reward initiatives efficiently. The increasing emphasis on employee engagement, productivity, and talent retention has further propelled the adoption of incentive card solutions in the corporate landscape.

The travel and hospitality industry has also boosted the Australia gift card and incentive card market revenue, with airlines, hotels, and travel agencies leveraging prepaid travel cards as an innovative payment solution. Travel gift cards have gained popularity among consumers seeking flexible options for booking flights, accommodations, and experiences, while businesses use these cards for corporate travel incentives and promotional campaigns. The resurgence of travel demand following global economic recovery and the increasing adoption of digital booking platforms have further strengthened this segment. The implementation of contactless payment solutions in the travel industry has encouraged the use of prepaid travel cards, providing travelers with a secure and convenient payment method.

Emerging trends such as blockchain and cryptocurrency-based gift card solutions are reshaping the overall Australia gift card and incentive card market dynamics, offering consumers innovative and decentralized payment alternatives. The adoption of blockchain technology enhances transaction security, reduces the risk of fraud, and facilitates seamless cross-border transactions.

The rise of tokenized incentives and loyalty programs has also introduced cryptocurrency-based incentive cards, enabling businesses to offer rewards in digital assets that can be traded or redeemed across multiple platforms. The growing influence of financial technology and the increasing acceptance of digital currencies are expected to drive further innovation in the gift and incentive card market, paving the way for new prepaid payment solutions.

Despite the positive outlook, the Australia gift card and incentive card market faces challenges, including concerns related to fraud, expiration policies, and regulatory compliance. The rise of digital gift cards has led to an increase in fraudulent activities, prompting businesses to enhance security measures such as multi-factor authentication, tokenization, and real-time transaction monitoring.

Regulatory frameworks governing gift card expiration dates and fees have also played a crucial role in shaping market dynamics, ensuring transparency and consumer protection. However, ongoing advancements in fraud prevention technologies and regulatory policies are expected to address these concerns, fostering a more secure and consumer-friendly market environment.

Market Segmentation

The market can be divided based on card type, consumer, spend category, and region.

Market Breakup by Card Type

• Open- loop Card
• Closed- loop Card
• Others

Market Breakup by Consumer

• Corporate
• Individual
• Others

Market Breakup by Spend Category

• E- commerce and departmental Stores
• Travel
• Restaurant & Bars
• Convenience Stores
• Health & Wellness
• Entertainment & Gaming
• Hypermarket and Supermarkets
• Others

Market Breakup by Region

• New South Wales
• Victoria
• Queensland
• Australian Capital Territory
• Western Australia
• Others

Competitive Landscape

The report looks into the market shares, plant turnarounds, capacities, investments, and mergers and acquisitions, among other major developments, of the leading companies operating in the Australia gift card and incentive card market. Some of the major players explored in the report are as follows:

• Oxygen Global Pty Ltd.
• The Good Guys Discount Warehouse (Australia) Pty Ltd
• Woolworths Group Limited
• Unified Incentives Pty Ltd.
• eComm Store Pty Limited
• Coles Group Limited
• Others