Who are the key players in Global Gift Card And Incentive Card Market industry?

The top five key players in the Global Gift Card and Incentive Card Market include Blackhawk Network Holdings, Inc., InComm Payments, American Express Company, Amazon.com, Inc., and Walmart Inc. These companies drive innovation through extensive merchant networks, diversified card offerings, robust technology platforms, and strategic partnerships worldwide.

What is the Global Gift Card And Incentive Card Market growth?

The Global Gift Card and Incentive Card Market is experiencing robust growth, with a CAGR of over 10% from 2022 to 2027. Companies like InComm Payments have fueled this surge by expanding digital gift card solutions and forming new merchant partnerships to meet rising consumer and enterprise demand.

Which segment accounted for the largest Global Gift Card And Incentive Card Market share?

The retail segment accounted for the largest market share in the Global Gift Card and Incentive Card Market. Gift cards for retail shopping are highly popular among consumers and corporates, as seen with Amazon.com’s vast gift card selection, driving continuous sales, brand engagement, and customer loyalty worldwide.

What are the factors driving the Global Gift Card And Incentive Card Market?

Growing adoption of digital payment solutions and e-commerce, rising demand for flexible employee reward programs, and the trend towards cashless gifting are key drivers. For example, Blackhawk Network’s integration with mobile wallets and digital gifting platforms spurred significant market growth and improved customer experience.

Which type accounted for the largest Global Gift Card And Incentive Card Market share?

Closed-loop gift cards held the largest market share, as they are issued for use at specific stores or groups. Companies like Walmart and Amazon heavily promote branded, closed-loop cards for customer retention, in-store and online spending, and targeted promotional activities, making them highly preferred globally.

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Global Gift Card And Incentive Card Market Size & Share Analysis - Growth Trends and Forecast (2026 - 2035)

Name: Global Gift Card And Incentive Card Market
Brand: Bussiness Insights

Global Gift Card And Incentive Card Market: by Type (Closed-Loop, Open-Loop, E-Gift Cards, Physical Gift Cards, Virtual Gift Cards, Multi-Currency Gift Cards), Application (Retail, Corporate, Hospitality, Consumer Electronics, Health & Wellness, Others), Distribution Channels (Online, Offline, Direct Sales, Third-Party Distributors, Retailers, Others), Technology (Magnetic Stripe, EMV Chip, Barcode, Near Field Communication (NFC), QR Code, Others), Organization Size (Small, Medium, Large) and By Global â Historical & Forecast Period (2020-2035) Comprehensive Study 2025

Last Updated: 13-04-2026 | Format: PDF | Report ID:21877 | Author: Mike

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Global Gift Card And Incentive Card Market (2025-2035) Outlook

The global gift card and incentive card market represents a thriving sector within the payments industry, spanning closed-loop, open-loop, and digital card types utilized across retail, corporate, hospitality, and other industries. Enhanced with technologies such as EMV chips, NFC, and QR codes, the market caters to varied organizational sizes from small businesses to large enterprises. Rising digital transformation, evolving consumer patterns, and increasing adoption for rewards and loyalty are set to fuel market expansion through 2035.

Latest Market Dynamics

Key Drivers

Digital Transformation and E-Gift Card Adoption: The surge in digitalization across retail and corporate segments is driving rapid uptake of e-gift and virtual cards. For instance, Amazon has expanded its e-gift card portfolio, enabling instant bulk gift card distribution to corporate clients through digital channels.

Contactless Payments: Contactless payment technologies, like NFC and QR code-enabled cards, have become increasingly popular. Apple’s integration of gift cards into Apple Pay exemplifies this trend, enhancing user convenience and security.
Multi-Currency and Cross-Border Cards: The rise of multi-currency cards addresses global corporate and consumer gifting needs. Mastercard's recent launch of cross-border virtual gift cards facilitates seamless expenditure in international markets.

Integration with Loyalty and Reward Systems: Embedding gift and incentive cards within loyalty ecosystems provides greater engagement opportunities. PayPal recently upgraded its gift card division, enabling direct integration with loyalty programs for small businesses.
Sustainable & Eco-Friendly Card Solutions: There is growing opportunity for recyclable and digital card formats. Blackhawk Network’s expansion into digital-only and recycled PVC cards underscores the move towards eco-friendly products.

Fraud & Security Concerns: As digital adoption accelerates, so does the threat landscape. Visa has implemented advanced fraud analytics on its open-loop cards, yet ongoing phishing attacks and card cloning remain persistent challenges.
Redemption and Breakage Rates: High rates of unredeemed (breakage) cards can erode customer trust and operational efficiency. Retailers like Walmart are tackling this by improving transparency and ease of redemption through app-based solutions.

Stringent Regulatory Compliance: Expanding into new territories involves navigating complex regulations. InComm has faced hurdles updating its compliance protocols for Europe’s PSD2 and related GDPR requirements.
Interoperability Issues: Lack of standardization across platforms creates usability barriers. GiftCloud highlighted the need for more universal systems as integration issues slowed B2B adoption in 2024.

In 2025, closed-loop gift cards are expected to retain the highest market share, supported by the ongoing dominance of retailer-issued cards in both digital and physical formats. E-gift cards continue gaining popularity due to consumer preference for instant delivery and customization, while open-loop and multi-currency solutions are expanding their reach among corporate clients and global consumers.

Retail remains the leading application for gift and incentive cards, capturing over 40% of the market in 2025 as consumers increasingly use cards for shopping and gifting. Corporate segment follows, leveraging cards for employee incentives and client rewards. The hospitality and health & wellness sectors are witnessing steady growth as digital cards become preferred for experiences, travel, and wellness benefits.

North America dominates the market, fueled by established retail and corporate sectors, followed closely by Europe with significant digital payment innovation. The Asia-Pacific region is witnessing the fastest growth, driven by rapid e-commerce expansion and adoption of digital gift cards across emerging markets. Other regions collectively contribute to the market as local players digitize their rewards ecosystems.

Market leadership is shared among several key global players. Amazon leads the segment, leveraging its extensive digital ecosystem, followed by Walmart, Edenred, InComm, and Blackhawk Network, who collectively account for almost 50% of the global gift card and incentive card market in 2025. Smaller innovative firms and fintechs are gradually increasing market share through technological enhancements.

The majority of purchases are driven by individual consumers, with over half of all gift and incentive cards bought for personal use or gifting occasions. Corporate buyers represent a substantial segment, deploying cards for employee motivation, customer rewards, and promotional campaigns. Small and medium enterprises are increasingly adopting cards for flexible incentives solutions.

Metrics	Details
Years	2020-2035
Base Year	2025
Market Size	165000
Regions	North America, Europe, APAC, South America, Middle East, Africa
Segments	Closed-Loop, Open-Loop, E-Gift Cards, Physical Gift Cards, Virtual Gift Cards, Multi-Currency Gift Cards; Retail, Corporate, Hospitality, Consumer Electronics, Health & Wellness, Others
Players	Amazon, Walmart, Edenred, Blackhawk Network, InComm, American Express, Target, Apple, PayPal, Visa, MasterCard, Google, Gyft, Fiserv, GiftCloud

June 2024: Apple expands its Apple Pay gift card integration, enabling instant issuance and redemption of e-gift cards across its ecosystem.
July 2024: Amazon launches a dedicated enterprise portal for bulk digital gift card orders, tailored for corporate wellness and rewards programs.
August 2024: Blackhawk Network partners with leading European retailers to launch 100% recycled PVC gift cards and more digital options.
September 2024: Edenred upgrades its employee incentive card platform with advanced analytics and reporting features for HR managers.
October 2024: Visa announces enhancements in its fraud detection suite tailored for open-loop gift cards to combat rising digital fraud threats.

About the Author

Mike

Lead Industry Analyst

Mike is a Lead Industry Analyst specializing in market research, industry analysis, and business consulting across BFSI. Mike brings a commercially grounded perspective to sectors shaped by changing demand, innovation, and competitive dynamics, helping turn complex market trends into clear strategic insights for business decision-makers. With 10+ years of experience across research, analytics, and strategic advisory roles, Mike has helped organizations translate data into actionable growth strategies.

BFSIMarket ResearchIndustry AnalysisStrategic Consulting

Key Questions Answered

»What is the market size and growth rate of the global and regional market by various segments?
»What is the market size and growth rate of the market for selective countries?
»Which region or sub-segment is expected to drive the market in the forecast period?
»What factors are estimated to drive and restrain the market growth?
»What are the key technological and market trends shaping the market?
»What are the key opportunities in the market?
»What are the key companies operating in the market?
»Which company accounted for the highest market share?

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Global Gift Card And Incentive Card Market Size & Share Analysis - Growth Trends and Forecast (2026 - 2035)

Global Gift Card And Incentive Card Market (2025-2035) Outlook

Latest Market Dynamics

Key Drivers

Key Trends

Key Opportunities

Key Challenges

Key Restraints

Market Share by Type (2025)

Market Share by Application (2025)

Market Revenue (USD Million), 2020-2035

YOY Growth (%), 2020-2035

Market Share by Region (2025)

Market Share by Key Players (2025)

Buyer Share (2025)

Study Coverage

Key Recent Developments

Frequently Asked Questions

About the Author

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