Gift card market figures in the High Tech and Cultural industry
How are culture & electronics brands performing in the gift card market?
In 2025, the Culture & High-Tech market confirms its transition into a phase of maturity: volumes are stagnating, hardware margins are under pressure, and value creation is shifting toward services, accessories, subscriptions and content.
In this context, the gift card is emerging as a strategic tool for managing customer value. It is no longer limited to a simple gifting product; it is becoming a lever for acquisition, activation and basket growth, fully aligned with the upsell dynamics that define the Culture & Electronics sector.
The 2025 data clearly supports this shift: the average face value increases slightly (€76 → €80), while the share of cards generating an additional payment rises significantly (33% → 57%), highlighting the growing role of the gift card as a basket trigger and upsell driver within the purchasing journey.
What you’ll find in this Culture & Electronics Gift Card Report:
✔ Usage trends & activation challenges – Understand the impact of key seasonal sales periods and how to boost performance around them.
✔ Digitalization & omnichannel strategy – Explore the balance between physical and digital gift card sales.
✔ B2B & third-party distribution – See how B2B continues to stabilize the market, with key levers such as employee reward programs and cash-to-web solutions in retail.
✔ Growth strategies & differentiation – Learn how to evolve your gift card program into a powerful omnichannel sales driver.
