Brazil Gift Card Market Overview, 2029

Brazil Gift Card Market Overview, 2029

The gift card market in Brazil has experienced substantial growth, reflecting broader shifts in consumer behavior, digital payment adoption, and the rise of e-commerce. Gift cards are increasingly becoming a popular alternative to traditional gifts in the country, particularly during holidays, birthdays, and other celebratory occasions. Both physical and digital gift cards are widely used, with digital gift cards gaining significant popularity due to their convenience and ease of use. Major Brazilian retailers, such as Casas Bahia, Magazine Luiza, and Americanas, offer both closed-loop gift cards (which can only be used within a specific retailer’s ecosystem) and open-loop gift cards (which can be redeemed across a range of different merchants). Digital platforms like Mercado Livre, iFood, and Rappi have integrated gift card offerings into their services, further fueling the popularity of gift cards as a mainstream gifting solution. The digitalization of Brazil’s payment systems, supported by the rise of PIX (the country’s instant payment platform), has driven growth in the digital gift card sector, providing a seamless way for consumers to buy and send gift cards online. In addition, the expansion of e-commerce and online marketplaces has made it easier for consumers to access and use gift cards, and they are now considered a staple of the Brazilian retail experience. This shift is part of a larger trend in Brazil toward the adoption of digital solutions for financial transactions, enabling consumers to enjoy flexibility, speed, and security in their gifting choices.

According to the research report ""Brazil Gift Card Market Overview, 2029,"" published by Bonafide Research, the Brazil Gift Card market is anticipated to grow at more than 14.41% CAGR from 2024 to 2029. The rapid adoption of smartphones and increased internet penetration has made digital gift cards an attractive option for Brazilian consumers, particularly among younger, tech-savvy generations. Mobile apps, social media, and online shopping platforms play a pivotal role in the growth of the gift card market, as consumers increasingly purchase and share gift cards via their mobile devices. Seasonal events like Christmas, Black Friday, and Dia dos Namorados (Valentine’s Day in Brazil) significantly boost gift card sales. Additionally, the increasing trend of giving gift cards for corporate incentives, employee rewards, and loyalty programs has contributed to the growth of the market. Brazilian companies are using gift cards as a means of offering non-cash benefits to employees, as they are more tax-efficient and easier to distribute than traditional cash bonuses. Furthermore, gift cards are becoming an essential tool for customer retention and loyalty programs, with many Brazilian retailers offering gift cards as part of promotions and special offers to encourage repeat business. The government’s support for digital payments, including initiatives to promote the use of PIX, has further accelerated the adoption of digital gift cards, with consumers able to make instant payments and redeem gift cards quickly. These factors, combined with Brazil’s large and diverse consumer base, suggest that the gift card market will continue to grow in the coming years.

In Brazil, the gift card market has seen substantial growth, fuelled by a combination of cultural traditions, the expanding digital economy, and the increasing popularity of personalized gifting. Closed-loop gift cards, which are issued by major retail chains such as Magazine Luiza, Lojas Americanas, and Carrefour, are popular throughout the country. These cards are often given during holidays like Christmas, Easter, and Mother's Day, which are important occasions for gifting in Brazilian culture. Closed-loop cards are valued for their simplicity and reliability, as they allow recipients to choose from a range of goods in specific retail locations, such as clothing, electronics, or household items. With the increasing use of e-commerce, many closed-loop gift cards are now offered in digital formats, which can be easily purchased and redeemed online, providing a convenient and efficient way to gift. Additionally, open-loop gift cards, backed by major payment networks like Visa and Mastercard, are gaining traction in Brazil. These cards are increasingly favored due to their flexibility, as they can be used at a wide range of stores, restaurants, and even online platforms. Open-loop gift cards are particularly popular in corporate gifting, as they allow recipients to choose their desired products or services, making them a versatile option for businesses looking to reward employees or show appreciation to clients.

The Brazilian gift card market spans various price categories, including high, medium, and low-value cards, to cater to different consumer needs and occasions. High-value cards, generally valued above BRL 500, are typically reserved for significant milestones such as weddings, major anniversaries, or corporate events. These cards are often used for luxury purchases or experiences, such as high-end electronics, travel, or fine dining, and are frequently given as part of employee recognition programs or client gifts. In the corporate world, high-value gift cards are an attractive choice for companies that want to reward top performers or loyal clients, providing them with the flexibility to choose from a broad range of high-quality products or services. Medium-value gift cards, typically ranging from BRL 100 to BRL 500, are the most common type given during birthdays, holidays, and smaller personal celebrations. Retailers like Casas Bahia, Ponto Frio, and Amazon offer these cards, which are widely appreciated for their practicality, allowing recipients to purchase everyday essentials, clothing, or even entertainment items. Medium-value gift cards are a popular choice for both personal gifting and corporate rewards, as they strike a balance between affordability and meaningful value. Low-value gift cards, usually valued under BRL 100, are commonly given as small tokens of appreciation, such as thank-you gifts or as part of loyalty programs. These cards are frequently distributed by supermarkets, fast food chains, and convenience stores to encourage repeat business and customer engagement, particularly during promotional events and seasonal sales.

Both retailers and corporate institutions in Brazil are increasingly relying on gift cards as part of their marketing strategies to boost customer engagement and drive sales. Retailers, especially those with a strong online presence, have embraced digital gift cards as a way to reach customers directly through their websites and mobile apps. With the rapid growth of e-commerce in Brazil, digital gift cards offer a convenient solution for shoppers who prefer to shop online, especially during peak seasons like Black Friday and Christmas. Many Brazilian retailers offer discounts or special promotions on gift cards, further encouraging their use during the holiday season. Corporate institutions in Brazil also use gift cards extensively as part of their employee recognition programs, client rewards, and seasonal gifting. Open-loop gift cards are particularly valued in corporate settings because they allow recipients to choose from a variety of options, which aligns with the growing trend towards personalized gifting in Brazil’s business culture. Digital gift cards have become especially important in the corporate world, where they provide a simple and efficient way to reward employees, especially in light of the growing trend of remote work. Companies are increasingly adopting digital gift cards as part of their employee welfare programs, as they offer flexibility, ease of distribution, and a cost-effective solution for incentivizing staff. This trend highlights Brazil’s shift towards a more digital and consumer-centric approach to gifting, with both businesses and individuals increasingly turning to gift cards as a practical, versatile, and thoughtful alternative to traditional gift-giving methods.


Considered in this report
• Geography: Global
• Historic Year: 2018
• Base year: 2023
• Estimated year: 2024
• Forecast year: 2029

Aspects covered in this report
• Global Gift Card Market with its value and forecast along with its segments
• Region & country wise Gift Card market analysis
• Application wise Gift Card distribution
• Various drivers and challenges
• On-going trends and developments
• Top profiled companies
• Strategic recommendation

By Card Types
• Closed -Loop Card
• Open-loop Card

By Price Range
• High
• Medium
• Low

By Sale Channel
• Offline
• Online

By End User
• Retail Establishment
• Corporate Institution

The approach of the report:
This report consists of a combined approach of primary as well as secondary research. Initially, secondary research was used to get an understanding of the market and listing out the companies that are present in the market. The secondary research consists of third-party sources such as press releases, annual report of companies, analyzing the government generated reports and databases. After gathering the data from secondary sources primary research was conducted by making telephonic interviews with the leading players about how the market is functioning and then conducted trade calls with dealers and distributors of the market. Post this we have started doing primary calls to consumers by equally segmenting consumers in regional aspects, tier aspects, age group, and gender. Once we have primary data with us we have started verifying the details obtained from secondary sources.

Intended audience
This report can be useful to industry consultants, manufacturers, suppliers, associations & organizations related to agriculture industry, government bodies and other stakeholders to align their market-centric strategies. In addition to marketing & presentations, it will also increase competitive knowledge about the industry.


Considered in this report
• Geography: Global
• Historic Year: 2018
• Base year: 2023
• Estimated year: 2024
• Forecast year: 2029

Aspects covered in this report
• Global Gift Card Market with its value and forecast along with its segments
• Region & country wise Gift Card market analysis
• Application wise Gift Card distribution
• Various drivers and challenges
• On-going trends and developments
• Top profiled companies
• Strategic recommendation

By Card Types
• Closed -Loop Card
• Open-loop Card

By Price Range
• High
• Medium
• Low

By Sale Channel
• Offline
• Online

By End User
• Retail Establishment
• Corporate Institution

The approach of the report:
This report consists of a combined approach of primary as well as secondary research. Initially, secondary research was used to get an understanding of the market and listing out the companies that are present in the market. The secondary research consists of third-party sources such as press releases, annual report of companies, analyzing the government generated reports and databases. After gathering the data from secondary sources primary research was conducted by making telephonic interviews with the leading players about how the market is functioning and then conducted trade calls with dealers and distributors of the market. Post this we have started doing primary calls to consumers by equally segmenting consumers in regional aspects, tier aspects, age group, and gender. Once we have primary data with us we have started verifying the details obtained from secondary sources.

Intended audience
This report can be useful to industry consultants, manufacturers, suppliers, associations & organizations related to agriculture industry, government bodies and other stakeholders to align their market-centric strategies. In addition to marketing & presentations, it will also increase competitive knowledge about the industry.