Among the performance drivers for Black Friday, gift cards stand out as a major asset. They lie at the intersection of ease of purchase and powerful customer engagement.
Our analysis* of gift card performance during Black Week 2024 highlights key trends and opportunities to seize. In this article, discover valuable insights to optimize your gift card program!
Black Friday gift cards
A growth lever online
The number of gift cards activated during Black Week has achieved impressive results this year. Indeed, there has been significant growth across all sales channels, with particularly strong growth online. Gift card purchases have increased by 55% in stores and 54% on the web compared to 2023.
The average amount remains stable for in-store gift cards (€49). However, the increase in volume more than compensates, reflecting a growing interest in this product.
Online, the average amount activated on gift cards has risen by 9.4%, reaching €58.
B2B gift cards, a growth driver during Black Friday
The B2B market continues to dominate the gift card sector. It is experiencing steady yet significant growth. It is expanding faster than B2C, both in terms of volume and average value of activated cards.
During Black Week 2024, B2B represents 68% of the total gift card market (up from 66% in 2023). The volume of activated B2B cards surged by 61%, with the average amount increasing by 3%. While the B2C volume has grown (+43%), the average amount remains stable.
In certain sectors, B2B can account for more than 80% of the market during Black Week 2024. This is the case for sectors like Children’s (Clothing & Toys) and Home & Garden.
It is also worth noting that the fashion sector has experienced exceptional growth. The share of B2B in this sector increased from 30% to 48% between 2023 and 2024.
Black Friday gift cards
Which sectors are winning during Black Week?
In stores, the Culture, Multimedia & Household Appliances sector confirms its dominant role with a significant increase. The Children’s sector retains second place but is losing momentum. The Sports & Leisure sector shows slight growth. Home & Garden has disappeared from the top 3.
Online, Culture, Multimedia & Household Appliances fell by 6 points but remains at the top. The Children’s sector follows a similar trend (-3 points), though it retains its second-place position. The Fashion sector remains in third place but shows the strongest growth. It is becoming a key sector for online activations.
Gift cards activation
Top 3 Sectors in 2023
In-store
- 58% Culture / Multimedia / Household Appliances
- 32% Children’s (Clothing / Toys)
- 4% Sports & Leisure + Home & Garden
Online
- 41% Culture / Multimedia / Household Appliances
- 35% Children’s (Clothing / Toys)
- 13% Fashion
Gift cards activation
Top 3 Sectors in 2024
In-store
- 68% Culture / Multimedia / Household Appliances
- 20% Children’s (Clothing / Toys)
- 6% Sports & Leisure
Online
- 35% Culture / Multimedia / Household Appliances
- 32% Children’s (Clothing / Toys)
- 23% Fashion
Black Friday gift cards: how to leverage it?
Discover our tips and advice for making your gift card program the star of Black Friday and Cyber Monday.
Gift cards Black Friday, much more than a payment method
During Black Week 2024, the use of gift cards as a payment method saw a remarkable surge. This was especially true for online payments, where the average amount increased more significantly than in stores.
This trend appears to be part of the ongoing rise in the average amount of activated gift cards observed over the past several years.
Gift cards used as a payment method in-store
- +36% in volume compared to 2023
- +41% in total amount spent (vs. 2023)
- The average amount increased from €39 to €41 (+5.1% vs. 2023).
Gift cards used as a payment method online
- +45% in volume compared to 2023
- +53% in total amount spent (vs. 2023)
- The average amount increased from €49 to €52 (+6.1% vs. 2023).
In comparison, between 2022 and 2023, we saw +19% in volume in-store and +28% online.
Conclusion
The results of this study confirm that gift cards are much more than just a transactional tool. They represent a powerful strategic lever, especially during Black Week. Their performance in terms of customer loyalty and growth potential makes them an essential product for your commercial and marketing strategies.
Key takeaways:
- Gift cards are a strategic product to maximize Black Week opportunities.
- The 2024 results far exceed the increases seen in 2023, with a particularly notable rise in the online channel.
- B2B is a key growth lever for the gift card market, especially in sectors like Fashion and Children’s/Home.
For retailers, the priority is clear: Black Friday is not dead! According to the Alliance of Commerce, sales increased by an average of 9% during this Black Friday compared to 2023. It is essential to capitalize on this momentum by diversifying offerings, optimizing the purchasing journey, and strengthening the B2B strategy.
Ready to boost your gift card program?
Contact us to learn how to integrate gift cards into your commercial strategy.
*Study conducted on the Easy2Play network of retailers for the period from 11/25/2024 to 12/02/2024 compared to the period from 11/20/2023 to 11/27/2023.
