STUDY - The gift card market in France in 2024

Gift card: a well-established habit among the French

The gift card market continued its growth in 2024. The figures for gift card purchases show a strong increase compared to 2023:

• +13,25 % in-store
• +13,14 % online

Gift cards are increasingly seen as a convenient and versatile solution.

At the same time, the average amount per gift card has also increased:

• In-store: +1.23% (€44.40 in 2024 vs. €43.86 in 2023)
• Online: +6.31% (€56.22 vs. €52.88)

These figures confirm the market’s momentum, with strong growth in digital gift cards.

Activated gift card figures

Which sectors are leading?

The gift card market relies on key sectors, which remained unchanged between 2023 and 2024. The top 3 sectors with the most activated gift cards reflect the consistency of consumer habits.

Top 3 in 2023

Top 3 in 2024

While the ranking of sectors remains relatively stable, there is a slight decline in the children’s segment online, offset by a significant increase in fashion. This sector grew from 10% of activations in 2023 to 16% in 2024, confirming the rising popularity of online fashion, including in the digital gift card market.

Gift card figures 2024

A fast-growing payment method

In 2024, gift cards were not only activated but also increasingly used as a means of payment:

• +14.94% in-store
• +22.08% online

This growth highlights the key role of e-gift cards, seamlessly integrated into retailers’ e-commerce experiences.

The average spending amounts have also increased:

• 1.04% in-store (€35.16)
• +6.28% online (€47.93)

The dominant sectors remain unchanged:

1. 56% Culture / Multimedia / Household appliances
2. 18% Children
3. 10% Fashion

B2B gift card figures

The rise of B2B

The B2B segment has become the main driver of the market in 2024, accounting for nearly 50% of activations.

Another striking figure: in 2024, the number of activated B2B gift cards increased by 22.05%, compared to only +5.30% for B2C.

The average value of B2B gift cards also rose: +3.59% (€48.46 in 2024 vs. €46.78 in 2023).

Gift cards : Strategic periods for boosting sales

Once again in 2024, the gift card market was driven by key sales periods:

• Winter sales
• Valentine’s Day
• Mother’s and Father’s Day
• Summer sales
• Black Friday
• Christmas

These key moments account for a significant portion of annual gift card sales.

This success is no coincidence. The convenience and flexibility of gift cards make them the perfect present for both buyers and recipients.

For example, for Mother’s and Father’s Day, gift cards offer a wide range of choices for parents. During Black Friday, they play a crucial role in year-end shopping preparations. At Christmas, they remain a popular last-minute gift option.

Key figures for gift cards

What are the prospects for 2025?

he numbers speak for themselves: the French gift card market is booming! And there are no signs of slowing down this year.

Current trends present many opportunities for 2025, with strategic areas that retailers can capitalize on:

• Digital expansion: Online gift cards continue their rapid growth. For retailers, investing in efficient digital solutions is essential. Ensure your e-gift cards are easily accessible, customizable, and seamlessly integrated into the customer journey for a smooth and immediate experience.
• B2B growth: B2B represents a significant opportunity to boost revenue. Develop partnerships with companies, employee committees, or corporate gift providers. Offer customized deals tailored to professional needs to maximize sales in this segment.
• Diversification of uses: Gift cards can play a key role in marketing strategies. Integrate them into loyalty programs to reward customers, or use them in promotional campaigns to drive sales during slow periods. By enhancing their appeal with unique offers, you can reach a wider audience.
• Highlighting key sales periods: Identify the key moments of the year (Christmas, Black Friday, Mother’s Day, etc.) and structure your campaigns around these dates. Showcase the practicality and flexibility of gift cards to attract buyers looking for quick and personalized solutions.

In 2025, retailers who anticipate these trends and adapt their strategy accordingly will fully capitalize on the booming gift card market!

The results in this article are based on data collected between January 1 and December 31, 2024, compared to the same period in 2023. This information comes exclusively from retailers using the Easy2Play gift card solution by Global POS.