Here’s a fun fact that might surprise you: in Europe, gift cards are consistently ranked as the most wanted present.Surveys show that more than 60% of people would rather receive a gift card than a traditional gift.
At first glance, that might sound surprising. After all, isn’t a carefully chosen item more thoughtful? However, the reality is that today’s consumers value something even more: the freedom of choice.
Why people love gift cards
A gift card isn’t just a piece of plastic or a code sent by email. It’s an invitation. It says: “I want you to enjoy something you truly want — in your own way, in your own time.”
Think about it:
- No awkward returns.
- No fake smiles over something “not my style.”
- No wasted time searching for a “perfect” present that may never exist.
For the giver, it means less stress and more confidence that their gift will be appreciated. For the receiver, it means control, flexibility, and satisfaction. It’s a win-win — which explains why gift cards continue to dominate wish lists across Europe.
The hidden power of gift cards for retailers
But here’s where the story gets really interesting. Gift cards aren’t just a convenient product — they are a strategic opportunity for shopping centers and retailers.
Every gift card sold is essentially a guaranteed visit. Unlike many traditional gifts that may never bring someone back to your store, a gift card does the opposite: it ensures that person will walk through your doors, browse your shops, and engage with your brand.
And here’s the kicker: most people don’t just spend the value of their gift card. Studies consistently show that customers overspend their cards by 20–40%. That means a €50 gift card often leads to €60 or €70 in actual sales. Add to that the likelihood of cross-shopping within a shopping center, and you have a powerful driver of incremental revenue.
Beyond transactions: building loyalty
The value of gift cards isn’t only financial. They’re also one of the simplest ways to build and strengthen customer relationships.
When integrated with a loyalty program, gift cards can:
- Encourage repeat visits and engagement.
- Reward loyal shoppers with instant, flexible incentives.
- Create new opportunities for personalized marketing.
Instead of being “just another sale,” every gift card becomes a tool for deeper connection between the destination and its visitors.
The smartest investment you can make
So, the next time you hear “gift cards,” don’t think of them as a simple product. Think of them as one of the most powerful growth engines in modern retail.
Because here’s the truth: gift cards aren’t just popular — they are the number one present in Europe. And the smarter your program, the bigger the advantage for your shopping center.
With the right strategy, gift cards can deliver:
- Higher sales
- Greater foot traffic
- Stronger loyalty
- And ultimately, a more connected community of shoppers and retailers.
Ready to turn gift cards into your growth driver? With SmartGifty, you can create a program that’s easy to manage, loved by customers, and designed to boost both loyalty and revenue.
