United Arab Emirates 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 Sector

According to PayNXT360, gift card market in United Arab Emirates is expected to grow by 11.5% on annual basis to reach US$2,242.5 million in 2025.

The gift card market in the country experienced robust growth during 2020-2024, achieving a CAGR of 12.8%. This upward trajectory is expected to continue, with the market forecast to grow at a CAGR of 10.2% during 2025-2029. By the end of 2029, the gift card sector is projected to expand from its 2024 value of USD 2,010.7 million to approximately USD 3,309.3 million.

This report provides a detailed data-centric analysis of the gift card sector in United Arab Emirates, 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

The UAE's gift card market is transforming significantly, shaped by the rapid adoption of digital solutions, corporate integration, and strategic partnerships. The increasing preference for e-gift cards, driven by the expansion of e-commerce and a digitally inclined consumer base, indicates that digitalization will remain a dominant force. Additionally, businesses are leveraging gift cards as flexible incentive tools, strengthening their role in employee engagement and customer loyalty programs.

Looking ahead, market consolidation through strategic collaborations and acquisitions will define the competitive landscape, with key players expanding their offerings and refining their value propositions. As the industry matures, companies must prioritize innovation, regulatory compliance, and enhanced security measures to sustain growth. Those proactively adapting to evolving consumer and corporate demands will be best positioned to capitalize on the expanding UAE gift card sector.

Accelerated Growth in Digital Gift Cards
• The United Arab Emirates (UAE) is witnessing a significant shift towards digital gift cards, propelled by the country's advanced digital infrastructure and high smartphone penetration. Consumers are increasingly favoring e-gift cards for their convenience and instant delivery. Major retailers, such as Carrefour and Lulu Hypermarket, have expanded their digital gift card offerings to cater to this demand.
• The COVID-19 pandemic further accelerated the adoption of online shopping and contactless payments, making digital gift cards a preferred choice for consumers. Additionally, the UAE's young, tech-savvy population, with a median age of 33, is inclined toward digital solutions.
Integration of Gift Cards into Corporate Incentive Programs
• Businesses in the UAE are increasingly incorporating gift cards into their employee reward and customer loyalty programs. Companies like Emirates Airlines and Etisalat have adopted gift cards as incentive strategies to boost engagement and satisfaction.
• The need for flexible and customizable reward solutions has led corporations to prefer gift cards over traditional incentives. Gift cards' versatility allows businesses to tailor rewards to individual preferences, thereby enhancing the effectiveness of their incentive programs.
• The use of gift cards in corporate settings is anticipated to grow, contributing significantly to the overall expansion of the UAE's gift card market. As companies seek innovative ways to motivate employees and retain customers, the demand for corporate gift card solutions is expected to rise.

Strategic Partnerships and Market Consolidation
• The UAE gift card market is experiencing increased activity in partnerships and acquisitions. For instance, Majid Al Futtaim Group, the operator of Carrefour in the region, has been expanding its gift card offerings through various collaborations.
• The drive to enhance market share and diversify product portfolios has led companies to pursue strategic alliances. By partnering with fintech firms and other retailers, companies aim to leverage shared expertise and resources to offer more comprehensive gift card solutions.
• This trend is expected to continue, leading to a more consolidated market with a few key players dominating the landscape. Such consolidation may result in more standardized offerings and better consumer value propositions.

Competitive Landscape of the United Arab Emirates Gift Card Market

In the coming years, the Swiss gift card market will continue to expand, driven by digital transformation, evolving consumer demands, and increasing corporate adoption. Established players will likely enhance their digital platforms, while new entrants introduce innovative offerings, such as cryptocurrency-based gift cards, to attract a tech-savvy audience. Strategic partnerships and acquisitions will further influence the competitive landscape as companies strive to strengthen their market position.

Additionally, regulatory oversight will be crucial in maintaining transparency, security, and fair competition within the industry. Implementing consumer protection measures, including fee regulations and expiration policies, will shape market practices and ensure sustainable growth. Overall, the Swiss gift card market is set to become more dynamic, with technological advancements and strategic initiatives paving the way for future development.

Current Market Dynamics
• The United Arab Emirates (UAE) gift card market is experiencing significant growth, driven by digital transformation and increasing consumer demand for convenient gifting options.
• This expansion is attributed to the country's advanced digital infrastructure and tech-savvy population, which have led to a significant shift towards digital gift cards. Both retail and corporate segments are contributing to this growth, with businesses increasingly incorporating gift cards into employee rewards and customer loyalty programs.

Key Players and Market Share
• Prominent retailers such as Carrefour and Lulu Hypermarket dominate the UAE gift card landscape, offering a range of closed-loop cards specific to their stores. In recent years, new entrants have introduced innovative products, including digital and multi-brand gift cards, catering to tech-savvy consumers and diversifying the market offerings. For instance, FNP.ae, a leading online gifting solutions provider, partnered with Merit Incentives to launch its gift card service in the UAE, expanding its product offerings in the region.
• Additionally, YouGotaGift, a prominent digital gift card marketplace, collaborated with Carrefour to distribute its multi-brand gift cards at all Carrefour outlets in the UAE. This partnership aims to enhance YouGotaGift's distribution network, allowing Carrefour to incorporate these gift cards into various customer and employee programs.

Anticipated Market Evolution (Next 2-4 Years)
• The competitive intensity in the UAE gift card market is anticipated to increase, driven by technological advancements and evolving consumer preferences. Established players are expected to enhance their digital offerings, while new entrants may introduce innovative solutions such as cryptocurrency-based gift cards. Strategic partnerships and acquisitions are likely to continue as companies seek to expand their market share and diversify their product portfolios.
• As the market evolves, stakeholders must navigate these dynamics to capitalize on emerging opportunities and address potential challenges. The emphasis on digitalization, strategic collaborations, and consumer protection will be central to shaping the future landscape of gift cards in the UAE.

Regulatory Changes
• The UAE has implemented regulatory measures to enhance transparency and security in the gift card sector in the past year. The Central Bank of the UAE issued the Retail Payment Services and Card Schemes Regulation, establishing a licensing regime for payment service providers and setting conditions for operating card schemes. These regulations aim to ensure digital payment services' safety, soundness, and interoperability, fostering innovation while protecting consumer interests.
• These regulatory frameworks are designed to prevent harmful economic or social effects of cartels and other restraints of competition, ensuring a fair and competitive market environment.

Scope

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

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

United Arab Emirates 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

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

United Arab Emirates Digital Gift Card Market Size
• By Retail Consumer
• By Retail Purchase Occasion
• By Corporate Consumer
• By Corporate Purchase Occasion
• By Company Size

United Arab Emirates 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

United Arab Emirates 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

United Arab Emirates 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

United Arab Emirates 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

United Arab Emirates 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

United Arab Emirates 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

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

United Arab Emirates Closed Loop Gift Card Market Share by Key Retailers. Key Retailers Covered Include:
Carrefour
Lulu Hypermarket
Amazon.ae
Spinneys
Dubai Duty Free
Virgin Megastore
Sharaf DG
IKEA
Choithrams
Mall Gift Cards

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 United Arab Emirates.
• 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 United Arab Emirates: 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.