Grab a sample PDF of this report: https://www.imarcgroup.com/italy-gift-cards-market/requestsample

The growing demand for gift cards in Italy is driven primarily by increasing consumer preference for convenience and personalization. Gift cards provide flexibility for recipients to choose products or services that suit their tastes, supported by a rise in e-commerce adoption and digital payment infrastructure. Retailers enhance user experiences with customizable values, secure digital delivery, and multi-platform usability, appealing especially during holidays and special occasions. This trend aligns with broader consumer shifts toward simplified transactions and freedom of choice, boosting the market significantly, which was valued at around USD 11.5 billion.

Government schemes facilitating digital transformation and cashless transactions also play a crucial role. Italy’s push toward cashless payments, supported by regulations and tax incentives, encourages gift card usage, especially in small and medium enterprises. Corporate demand for employee incentives, loyalty programs, and the integration with mobile payments and omnichannel commerce further propels growth. The gift card market benefits from the country's increasing smartphone penetration and digital wallet adoption, reflecting a modernized retail and corporate environment driven by technology and government initiatives.

Key Market Trends & Insights:

Consumer Preference for Convenience and Personalization

Italian consumers increasingly favor gift cards for their ease and ability to offer personalized gifting. Gift cards allow recipients to choose their preferred products or services, making them popular during festivals and life events.

Expansion of E-commerce Platforms

The growth of online shopping in Italy is accelerating digital gift card adoption. Around 85% of Italians use the internet, and 40 million shop online, making digital gift cards a preferred quick gifting option.

Rise of Digital and E-Gift Cards

E-gift cards are particularly popular among younger consumers and in corporate sectors due to instant delivery and integration with mobile apps. The post-pandemic shift to contactless payment and remote work incentives has boosted usage, with many retailers incorporating e-gift cards into loyalty programs for added convenience and speed.

Growth of Closed-Loop and Open-Loop Card Usage

Closed-loop gift cards, valid only at specific brands, are favored for boosting customer loyalty in supermarkets and apparel stores. Meanwhile, open-loop cards, supported by Visa or Mastercard networks, are gaining popularity for their broad usability across multiple outlets, making them attractive for corporate gifting and formal rewards.

Increasing Demand in Food, Wellness, and Fashion Sectors

Gift cards for food and beverage, wellness, and fashion are growing rapidly. Food cards help with budgeting amid inflation, wellness cards appeal due to growing health awareness, and fashion cards allow flexible gifting aligned with lifestyle preferences. These sector-focused cards enhance customer engagement and drive retail sales.

Ask analyst of customized report: https://www.imarcgroup.com/request?type=report&id=23773&flag=E