STUDY – Gift card during the winter sales

The winter sales are a highly anticipated event. According to a study by BFM Business, in 2025, 64% of French consumers stated they intended to take advantage of early-year promotions, with an average budget of €266. But amidst this shopping frenzy, what role did gift card play?

We have analyzed their evolution during the 2025 winter sales, comparing it to trends observed in 2024. Dive into our analysis!

Gift card activations on the rise during the winter sales

The gift card market continues to grow during the 2025 winter sales, with a particularly strong increase in physical store activations. Overall, activations have seen a significant rise:

• +34.74% in stores compared to 2024, confirming consumers’ interest in making in-person purchases using this payment method.
• +5.18% online, a more moderate but still positive growth.

The average amount loaded onto gift cards has also evolved:

• Online: a notable increase from €53.28 in 2024 to €60.71 in 2025 (+13.95%).
• In-store: a stable average around €43 (+1.65% vs. 2024).

Top sectors in the gift card market during the winter sales

Regarding sector distribution, gift cards remain dominated by two main categories, with a new entrant securing third place.

Gift cards: an increasingly popular payment method during the winter sales

Whether physical or digital, the numbers are clear: more and more French consumers are using their gift cards during the winter sales.

This trend is evident in the increase in the number of redeemed gift cards:

• +17.06% in stores

• +15% online

This growing adoption is accompanied by a stable average spend per transaction:

• Physical gift cards: €32.87 in 2025 vs. €33.24 in 2024.
• E-gift cards: €50.69 in 2025 vs. €48.48 in 2024.

The top 3 sectors where gift cards are used remain unchanged:

1. 63% Culture / multimedia / home appliances (+2 percentage points vs. 2024).
2. 19% Children’s sector (unchanged from the previous year).
3. 8% Sports & leisure (-2 percentage points vs. last year).

B2B gift cards gain traction during the winter sales

One striking trend in the 2025 winter sales is the sharp rise in B2B gift card activations. Compared to 2024, the sector saw an impressive +48.83% increase in activated gift cards!

For the first time during the winter sales, B2B has overtaken B2C. While it accounted for only 46% of the gift card market in 2024 (vs. 54% for B2C), it now represents 52.5% in 2025 (vs. 47.5% for B2C).

This shift highlights the growing importance of digital incentives offered by companies and employee benefits programs. The trend is also evident in corporate incentive schemes, where businesses seek more flexible and engaging solutions to motivate their teams.

Conclusion

The 2025 winter sales confirm the central role of gift cards in consumer and corporate purchasing strategies. Their increasing use, particularly in stores, and the significant rise of B2B adoption reflect their growing appeal and alignment with evolving market demands.

As retailers aim to maximize the impact of key sales periods, gift cards once again prove to be an essential strategic tool—offering consumers greater spending flexibility and businesses a powerful loyalty driver.

_{*The analyses presented in this article are based on data collected between January 8 and February 4, 2025, compared to the period from January 10 to February 6, 2024. These insights specifically derive from retailers using the Easy2Play gift card solution by Global POS.}