In 2024, the challenge for retailers was clear: to redefine the gift card market during the golden quarter—the period from Black Friday to Christmas—in order to achieve the best performance.
In this context, gift cards, often underestimated and forgotten, exceeded all expectations.
During these four intense weeks for retailers, gift cards emerged as the architects of a rethought customer experience. They achieved record numbers!
How did this seemingly simple solution redefine the very concept of a gift? Discover our in-depth analysis* that reveals the major trends of the golden quarter. A retrospective promising rich insights for brands looking to anticipate future trends. The gift card revolution has just begun!
Gift card at Christmas: a popular gift under the tree!
While the number of gift cards activated between Black Friday and Christmas remained stable in-store, it showed significant growth online. In 2024, we saw a more than 6% increase in e-gift card purchases compared to 2023. It is worth noting that this increase occurred despite a shorter golden quarter by 5 days this year (with Black Friday taking place on November 29, 2024, compared to November 24, 2023).
Gift cards are clearly becoming more popular. They reaffirm their place in the top 3 of French people’s favorite Christmas gifts.
More generous French people
The average amount of a gift card is also on the rise. It reached €47 in stores and €54 online in 2024, compared to €46 and €51 in 2023.
In the context of known inflation, it’s plausible that French people are opting for higher amounts on gift cards for various reasons:
- Maintaining a level of generosity. Despite economic challenges, people may still want to maintain a certain level of generosity by giving gift cards with higher amounts.
- Prioritizing practical gifts. In a time when every euro counts, consumers may favor useful and practical gifts. Higher amounts on gift cards may allow recipients to meet essential needs.
- Preference for long-lasting gifts. The French may opt for higher amounts to offer gifts that will be appreciated over time, even in a difficult economic context.
- Wider choice for the recipient. By giving higher-value gift cards, givers allow recipients more flexibility in their choices, adapting the gift to their individual needs.
- A long-term savings strategy. Offering a higher-value gift card could allow the recipient to save or enjoy the benefit over a longer period.
Gift card market study
Top 3 sectors in 2023
In 2023, three categories stood out for recording the highest number of gift card activations.
In physical stores
- 64% Culture / Multimedia / Appliances
- 18% Children’s Universe (Clothing / Toys)
- 9% Sports & Leisure
Online
- 53% Culture / Multimedia / Appliances
- 21% Children’s Universe (Clothing / Toys)
- 8% tied between Sports & Leisure + Fashion
Top 3 sectors in 2024
In 2024, the main categories continue to hold the top three positions, with market shares similar to the previous year.
In stores
- 65% Culture / Multimedia / Appliances
- 18% Children’s Universe (Clothing / Toys)
- 9% Sports & Leisure
On e-commerce sites
- 54% Culture / Multimedia / Appliances
- 19% Children’s Universe (Clothing / Toys)
- 9% Sports & Leisure
The shift in sector preferences between 2023 and 2024 shows stability in consumer purchasing behavior.
A constant consolidation of the “Culture / Multimedia / Appliances” sector highlights the continuing importance of these goods in French people’s preferences, both in-store and online.
These insights are crucial for guiding future marketing strategies!
Gift cards at Christmas: a preferred payment method for holiday shopping
Did the French use gift cards for their Christmas shopping? The answer is a resounding “yes”!
Our study’s results reveal significant growth in gift cards used in-store (+6%) as well as on retailers’ e-commerce sites (+4%).
Again, the top 3 sectors of gift cards used in-store by industry remain mostly unchanged, with the leading trio maintaining its market share.
In-store:
- “Culture / Multimedia / Appliances” remains in first place at 61% (+1 point vs 2023).
- The “Children’s Universe” remains at 27%.
- The “Home / Garden” sector loses 1 point (6% vs 7% in 2023).
On the web:
- “Culture / Multimedia / Appliances” remains in the lead at 52% (vs 51% in 2023).
- The “Children’s Universe” rises from 32% to 33%.
- Finally, the “Home / Garden” sector retains its 13%.
This stability demonstrates the importance that consumers place on these three sectors, especially when it comes to pleasing their loved ones during the Christmas season.
A gift card market driven by B2B
Gift cards activated in B2C show a slight decrease (-1% compared to 2023) with the average amount remaining the same year over year. This stability strongly suggests that B2B is playing a crucial role in the overall growth of the gift card market.
A growing B2B market
As seen in previous highlights, gift cards activated in B2B continue to grow. With volume increases of over 1% and the average amount up by nearly 3%, B2B emerges as a rapidly expanding player.
This underscores the importance for retailers to implement a comprehensive omnichannel gift card program, with a presence in both B2C and B2B, to meet consumers’ various expectations.
The gift card continues to prove itself as a key player in the golden quarter. Detailed trend analysis highlights sustained growth and changes in sector preferences. The B2B market is a driving force. Retailers are encouraged to adjust their strategies to capitalize on this opportunity!
Gift card solution
Want to launch your gift card program? Looking to expand in the B2B market?
The analyses presented in this article are based on data collected between November 25 and December 25, 2023, with a comparison made to the same period in 2022 (November 24 to December 25). These insights are specifically extracted from brands using the Easy2Play gift card solution from Global POS.
