A gift card is a prepaid title, physical or digital, from which the recipient chooses the product or service themselves. The French gift card market exceeds 8 billion euros and experienced a growth of +13.2% in 2024. This progression reflects a change in perception: the gift card is no longer a default choice, but a sought-after format for its flexibility.
Gift card in a mobile wallet: the format that changes usage
Most articles on gift cards focus on brands. The choice of delivery method is as important as the choice of brand. A card sent by email often ends up forgotten in a cluttered inbox.
Brands are now integrating their gift cards directly into Apple Wallet and Google Wallet. The recipient receives notifications before expiration, geolocated reminders when they are near a point of sale, and can check their balance in real time.
According to an IFOP 2025 survey, one in five consumers already keeps their coupons and gift cards in a digital wallet. To increase the chances that the gift will actually be used, favoring a brand that offers this type of integration remains a useful reflex. Specialized platforms allow comparison of available options, such as https://www.playakdo.com/ which brings together a wide catalog of gift cards.
Multi-brand or single-brand gift cards: concrete selection criteria
The choice between a card usable in multiple brands and a card dedicated to a single brand depends on a simple consideration: the degree of knowledge of the recipient’s tastes.
When to choose a multi-brand card
A multi-brand card is suitable when the recipient’s preferences are unclear. Some cards provide access to several hundred partner brands, from fashion to electronics to dining. The recipient directs their purchase without being confined to a single universe.
This format works particularly well for collective gifts in companies, birthdays of distant acquaintances, or exchanges between colleagues.
When to favor a single-brand card
If the recipient is a fan of a specific brand, a dedicated card sends a more personal signal. Giving a card from a store that the person already frequents shows attention to the recipient’s actual habits.
- For a sports enthusiast: a card from a specialized store (running, outdoor, fitness) allows for completing equipment without risking the wrong size
- For a reading or video game enthusiast: a culture or gaming card leaves the choice of title without ruining the surprise
- For a food-loving friend: a card from a gourmet grocery store or wine shop offers a more memorable experience than a generic gift voucher
Experience and workshop gift cards: giving a moment rather than an object
Gift cards are not limited to in-store purchases. The segment of experience cards is significantly growing, driven by a rising preference for intangible gifts.
A cooking workshop, a pottery class, a tasting session, or a supervised sports activity: these formats transform the card into an invitation to experience something. The recipient chooses the date, location, and sometimes even the type of activity from a catalog.
This type of card works well for profiles that already accumulate many objects. Giving a DIY workshop or a group class creates a shared memory, something a physical product does not always achieve.
Points to watch before buying an experience card
Checking the geographical area covered remains the most frequently overlooked precaution. Some offers concentrate their partners in large metropolitan areas, which reduces options for a recipient in a rural area.
The validity period also deserves careful reading. In France, a gift card has a validity period set by the issuer (often one year), but there is no legal obligation for a uniform minimum. A gift given in December with a six-month validity places unnecessary pressure on the recipient.
Responsible gift cards: a rapidly growing segment
Ethikdo, a French startup specializing in responsible gift cards, has surpassed 15 million euros redirected towards more responsible consumption. This figure illustrates a real demand for gift cards oriented towards eco-responsible brands.
The principle: the recipient spends the amount exclusively at brands selected based on environmental or social criteria (local production, short circuit, fair trade). For a gift to someone sensitive to these issues, this format sends a message consistent with their values.
- Some responsible cards cover organic food, natural cosmetics, and ethical fashion
- Others focus on low-impact activities: guided hiking, repair workshops, plant-based cooking classes
- The amount remains flexible, just like any classic gift card
Amount and personalization: two details that change the perception of the gift
The amount loaded onto a gift card directly influences how the recipient perceives the gesture. An amount too low compared to the average price of products from the chosen brand creates frustration (having to pay out of pocket). Adapting the amount to the average basket of the brand avoids this pitfall.
Visual personalization also plays a role. Several platforms allow adding a message, a photo, or a thematic visual to the card. A well-crafted package or a handwritten note slipped with a physical card transforms a standardized object into a personal gesture.
A final point often overlooked: check that the card is usable online and in-store. Some single-brand cards limit use to one channel or the other, which reduces flexibility for the recipient. Cross-referencing this criterion with the recipient’s shopping habits (more e-commerce or more store) remains the best way to give a card that will truly be spent with pleasure.
