Ireland Gift Card and Incentive Card Market Intelligence and Future Growth Dynamics (Databook) - Market Size and Forecast; Spend Analysis by Digital / e-Gift Card, Retail and Corporate Consumers, Distribution Channel, Occasions, Retail Sectors, Open Loop,

According to PayNXT360, gift card market in Ireland is expected to grow by 7.3% on annual basis to reach US$892.0 million in 2025.

The gift card market in the country experienced robust growth during 2020-2024, achieving a CAGR of 8.3%. This upward trajectory is expected to continue, with the market forecast to grow at a CAGR of 6.4% during 2025-2029. By the end of 2029, the gift card sector is projected to expand from its 2024 value of USD 831.3 million to approximately USD 1,142.1 million.

This report provides a detailed data-centric analysis of the gift card sector in Ireland, covering market opportunities and risks across consumer segments (retail and corporate); product categories; retail sectors; and store formats. With over 100+ KPIs at the country level, this report provides a comprehensive understanding of gift card market dynamics.

It offers a comprehensive analysis of market dynamics in the gift card sector, segmented by digital and e-gift card sales, distribution channels, key occasions, demographic trends, and market share statistics of leading retailers. In addition, it provides a snapshot of consumer behaviour and retail spending dynamics. KPIs in both value and volume terms help in getting an in-depth understanding of end market dynamics.

PayNXT360’s research methodology is based on industry best practices. Its unbiased analysis leverages a proprietary analytics platform to offer a detailed view of emerging business and investment market opportunities.

Key Insights

Ireland’s gift card market is transforming, driven by digitalization, corporate adoption, and strategic retail collaborations. The shift towards digital gift cards, fueled by e-commerce growth and technological advancements, is expected to drive higher consumer engagement and expand market opportunities. Additionally, the rise of corporate gifting and strategic partnerships between retailers and gift card providers is broadening the accessibility and usability of gift cards, positioning them as a key component of the retail and financial ecosystem.

Regulatory developments aimed at protecting consumers and improving transparency will shape the competitive landscape over the next few years. Businesses must align with these regulations while addressing unredeemed gift card balances through innovative solutions. As market adoption grows, companies prioritizing seamless digital experiences, compliance, and enhanced consumer engagement will be best positioned to capitalize on Ireland’s expanding gift card sector.

Digital Transformation in Gift Card Offerings
• The Irish gift card market is undergoing a significant digital transformation as consumers increasingly prefer electronic formats over traditional physical cards. This shift is largely driven by the widespread adoption of digital payment solutions and the seamless integration of gift cards with e-commerce platforms. Major retailers and online stores now offer digital gift cards that can be easily purchased and redeemed through mobile apps, making gifting more convenient and accessible.
• The rapid expansion of Ireland’s e-commerce sector and technological advancements in digital payments fuel this trend. Consumers gravitate towards digital gift cards due to their instant delivery and ease of use, eliminating the need for physical handling. Additionally, the growing reliance on smartphones and digital wallets has further supported the adoption of digital gift cards, making them a preferred choice among tech-savvy consumers.
• Businesses will likely focus on enhancing consumer engagement by introducing personalized digital gift card experiences, integrating them with loyalty programs, and improving ease of redemption. As digital gifting becomes the norm, companies that invest in seamless and customer-friendly solutions will be well-positioned to capitalize on this growing market.

Strategic Collaborations Between Retailers and Gift Card Providers
• Retailers in Ireland are increasingly forming strategic partnerships with gift card providers to expand their distribution and appeal. These collaborations allow gift cards to seamlessly integrate into multiple retail channels, including e-commerce platforms, mobile apps, and physical stores. Companies such as One4All have leveraged such partnerships to offer customizable gift card products that cater to a wide range of consumer preferences, making gifting more accessible and convenient.
• The rising demand for flexible gifting options and technological advancements in payment systems drive this trend. Consumers seek more convenient ways to purchase and redeem gift cards, prompting retailers to expand their offerings. Additionally, advancements in digital payment infrastructure have enabled businesses to integrate gift card solutions more efficiently, making them a standard feature across various retail touchpoints.
• Over the next two to four years, strategic collaborations between retailers and gift card providers are expected to significantly increase the availability of gift cards across multiple retail platforms. This expansion will contribute to the overall growth of the gift card market in Ireland as more businesses leverage these partnerships to enhance customer engagement and sales. Companies prioritizing digital innovation and seamless integration will be better positioned to capitalize on this growing trend.

Corporate Utilization of Gift Cards
• Irish businesses are increasingly adopting gift cards for employee recognition, customer incentives, and promotional activities. Gift cards provide a flexible and convenient alternative to traditional rewards, making them popular for corporate engagement. Many companies are incorporating gift cards into their benefits programs to enhance employee satisfaction and strengthen customer loyalty.
• The primary drivers behind this trend include the growing emphasis on employee engagement and customer retention. Organizations use gift cards to reward employees for performance milestones and workplace achievements, providing personalized and adaptable incentives. Similarly, businesses leverage gift cards as part of customer loyalty programs, offering added value to encourage repeat purchases and long-term brand engagement.
• Over the next two to four years, the corporate adoption of gift cards is expected to contribute significantly to the expansion of Ireland’s gift card market. As demand rises, companies may introduce tailored corporate gift card solutions, such as reloadable cards, co-branded options, and integrated employee benefits, to meet specific business needs. This evolution will drive higher market revenues and diversify the range of corporate gifting solutions available.

Addressing Unused Gift Card Balances
• A significant portion of gift card balances in Ireland remains unredeemed, creating a notable amount of unused value in the market. Many consumers either forget to use their gift cards or find it difficult to spend the small remaining amounts. This issue affects both consumers, who lose out on the full value of their gift cards, and businesses, which must account for these unclaimed balances in their financial planning.
• The main reasons for unredeemed gift card balances include difficulties in spending low remaining amounts and consumer forgetfulness. Some consumers misplace their gift cards, while others are unaware of how to use small leftover balances effectively. Additionally, restrictions on partial redemptions or minimum purchase requirements make it challenging for consumers to fully utilize their gift card funds.
• Over the next two to four years, regulatory changes may be introduced to ensure that consumers can maximize the use of their gift card balances. Businesses may also implement innovative solutions such as automated reminders, balance consolidation features, or the ability to donate small remaining amounts. These initiatives could enhance consumer trust in gift cards and improve overall market efficiency, benefiting both businesses and consumers.

Navigating Regulatory Changes in the Gift Card Industry
• The Irish government has introduced regulatory measures to enhance consumer protection within the gift card market. These regulations aim to create a fairer and more transparent system by ensuring consumers have sufficient time to redeem their gift cards. One key policy mandates that all gift cards must have a minimum validity period of five years, reducing the likelihood of consumers losing value due to expiration.
• These regulatory changes are fueling the drive for stronger consumer protection and industry standardization. By implementing clearer policies, regulators seek to prevent unexpected fees or restrictions that could disadvantage consumers. These measures align with broader financial regulations designed to increase transparency in Ireland’s growing digital and cashless economy.
• Over the next two to four years, businesses must adapt their gift card policies to comply with these new regulations, potentially leading to increased operational costs. However, these changes are expected to enhance consumer confidence in gift cards, encouraging higher adoption rates. Companies that proactively align with regulatory standards while maintaining competitive and consumer-friendly offerings will be better positioned to thrive in the evolving market.

Competitive Landscape of the Ireland Gift Card Market

Ireland's gift card market is poised for continued growth, driven by digital adoption, strategic partnerships, and evolving consumer preferences. The entry of new players and the expansion of product offerings contribute to a dynamic and competitive environment.
As the market matures, businesses focusing on innovation, regulatory compliance, and customer-centric strategies will be well-positioned to capitalize on emerging opportunities and achieve sustained success.

Current Market Dynamics
• The market encompasses retail and corporate segments, with businesses leveraging gift cards for employee incentives and customer promotions. The trend towards digital gift cards is particularly prominent, reflecting a shift in consumer preferences towards convenience and immediacy.

Key Players and Market Share
• Prominent players in Ireland's gift card market include Musgrave Group Plc, Dunnes Stores Ltd, Tesco Plc, Marks & Spencer Plc, Grafton Group Plc, Home Retail Group, and Amazon.com Inc. These established retailers offer various gift card options for diverse consumer needs.
• In addition to these established entities, the market has seen the entry of specialized gift card providers such as One4All, which has partnered with multiple retail brands to offer customizable gift card products. This diversification enhances consumer choice and reflects the dynamic nature of the market.

Recent Launches and Partnerships
• The Irish gift card sector has witnessed strategic partnerships that have expanded market reach and enhanced product offerings. For instance, One4All's collaborations with various retailers have broadened the accessibility and appeal of gift cards among consumers.
• While the available sources do not detail specific recent mergers and acquisitions within Ireland, the global trend indicates a movement towards consolidation, with companies seeking to strengthen their positions through strategic alliances and acquisitions.

Anticipated Market Evolution (Next 2-4 Years)
• Over the next 2-4 years, the competitive landscape of Ireland's gift card market is expected to evolve, with increased competition from both established players and new entrants. Companies will likely focus on technological innovations, personalized offerings, and strategic partnerships to maintain and enhance their market positions.
• Staying abreast of regulatory changes and ensuring compliance will be crucial for sustaining consumer trust and achieving long-term success. As the market evolves, businesses prioritizing innovation and customer-centric strategies will be better positioned to capitalize on emerging opportunities.

Regulatory Changes
• In the past year, the Irish government has implemented regulations to increase consumer protection in the gift card market. Key measures include restrictions on expiry dates and fees associated with gift cards, designed to ensure greater fairness and transparency in the industry.
• These regulatory changes require businesses to align their gift card policies accordingly, potentially increasing operational costs and enhancing consumer trust. Compliance with these regulations is essential for companies to maintain their reputation and customer loyalty in the evolving market landscape.

Scope

This report provides in-depth, data-centric analysis of gift card industry in Ireland through 100+ tables and 280+ charts. Below is a summary of key market segments:

Ireland Total Spend on Gifts
• By Consumer Segment (Retail and Corporate)
• By Product Categories (13 Segments)
• By Retail Sectors (7 Segments)

Ireland Gift Card Market Size by KPIs across Consumer Segments
• Gross Load Value
• Transaction Value
• Unused Value
• Average Value Per Transaction
• Transaction Volume
• Average Value of Card Purchased
• Number of Cards

Ireland Gift Card Market Size by Consumer Segment
• Retail Consumer
• Corporate Consumer (Small Scale, Mid-Tier, Large Enterprise)

Ireland Digital Gift Card Market Size
• By Retail Consumer
• By Retail Purchase Occasion
• By Corporate Consumer
• By Corporate Purchase Occasion
• By Company Size

Ireland Gift Card Market Size by Retail Consumer
• By Functional Attribute
• By Occasion
1. Festivals & Special Celebration Days
2. Milestone Celebration
3. Self-Use
4. Other
• Value by Purchase Channel

Ireland Gift Card Spend by Consumer Behavior and Demographics
• Gift Card Spend by Payment Method
• Consumer Purchase Behaviour
• Gift Card Buyer by Age Group
• Gift Card Buyer by Income Level
• Gift Card Buyer by Gender

Ireland Gift Card Market Size by Corporate Consumer
• By Functional Attribute
• By Occasion
1. Employee Incentive
2. Sales Incentive
3. Consumer Incentive
• By Scale of Business

Ireland Gift Spend by Product Categories (Split by Retail and Corporate Consumers)
• Food & Beverage
• Health, Wellness & Beauty
• Apparel, Footwear & Accessories
• Books & Media Products
• Consumer Electronics
• Restaurants & Bars
• Toys, Kids, and Babies
• Jewelry
• Sporting Goods
• Home & Kitchen Accessories & Appliances
• Travel
• Entertainment & Gaming
• Other

Ireland Gift Card Spend by Retail Sector (Split by Retail and Corporate Consumers)
• Ecommerce & Department Stores
• Restaurants & Bars
• Supermarket, Hypermarket, Convenience Store
• Entertainment & Gaming
• Specialty Stores
• Health & Wellness
• Travel

Ireland Gift Card Spend by Distribution Channel (Split by Retail and Corporate Consumers)
• Gift Card Online Sales
• Gift Card Offline Sales
• 1st Party Sales
• 3rd Party Sales
• Sales Uplift

Ireland Gift Card Purchase by Payment Method
• Credit Card
• Debit Card
• Bank Transfer
• Prepaid Card
• Digital & Mobile Wallet
• BNPL & Other Digital Payment
• Cash

Ireland Closed Loop Gift Card Market Share by Key Retailers. Key Retailers Covered Include:
Dunnes Stores
Supervalu
Tesco Superstore
Aldi
Lidl
Marks & Spencer
Arnotts
Brown Thomas
Primark
Centra

Reasons to buy
• Comprehensive comprehension of the dynamics of the gift card and incentive card markets: Recognise the opportunities in the market, the main drivers and trends, and the five-year projection for gift and incentive cards in Ireland.
• Create strategies tailored to the market: To create your gift card strategy, identify growth categories and target particular opportunities across consumer segments and occasions; evaluate important trends and risks unique to your market.
• Learn about the attitudes and behaviours of consumers in Ireland: Increase ROI by understanding how consumer attitudes and behaviours are evolving. With gift cards, you may obtain comprehensive information about retail spending for both corporate and retail customers.
• Six key performance indicators (KPIs) provide a comprehensive view: the quantity of cards in circulation, load value, unused value, average purchase value, average value per transaction, and transaction value.
• Distribution channel insights: Recognise the differences in gift card sales across online and offline channels as well as between first-party and third-party sales. Show more