Within this, we’ve seen changes in gift card demand, including the rise of the multi-store gift card, increased popularity of digital gift cards, the emergence of localism and the use of gift cards to meet a variety of social challenges.

In this White Paper, we take an in-depth look at the gift card industry, utilising research data from the Incentive Research Foundation, the GCVA, academic sources, plus research undertaken by Miconex with over 1500 employees, consumers and organisations in 2022. We also consider how places around the UK have utilised the Town & City Gift Card concept in a variety of use cases to meet the macro environment challenges currently faced. And we look towards the future, and how the gift card industry can continue to evolve to solve some of society’s most pressing concerns.