礼品卡和奖励卡市场－全球产业规模、份额、趋势、机会和预测（按类型、用途、应用、地区和竞争格局划分），2021-2031年

全球礼品卡和奖励卡市场预计将从 2025 年的 2,701.9 亿美元成长到 2031 年的 4,479.2 亿美元，复合年增长率达到 8.79%。

该市场涵盖由金融机构、零售商或雇主发行的预付支付方式，用于企业奖励、个人礼品和员工激励策略。推动市场成长的关键因素包括企业越来越依赖非金钱奖励来提高员工留任率，以及能够实现即时送达的数位礼品解决方案的普及。据奖励行销协会 (IMA) 称，61% 的全球行业高管预计到 2025 年，奖励礼品卡市场将实现显着增长，这表明商业性对这些工具在现代商业和消费交易中的重要性充满信心。

儘管前景乐观，但市场仍面临诸多挑战，尤其是安全漏洞、数位诈骗和未经授权的帐户存取日益猖獗。随着支付方式向虚拟环境转移，诸如无卡诈骗等复杂的网路威胁会削弱消费者信任，并增加发卡机构的营运成本。因此，建立强大的安全通讯协定已成为一项重大挑战；如果管理不善，则可能使部署变得复杂并阻碍市场扩张。

市场驱动因素

数位和行动礼品解决方案的兴起是市场发展的重要催化剂，从根本上改变了企业和消费者交换价值的方式。随着智慧型手机在全球人口中的普及率接近饱和，实体塑胶卡正明显转向可直接与即时通讯平台和行动钱包整合的虚拟认证方式。这种转变源自于消费者对即时满足的需求以及电子交付的物流效率，后者消除了运输成本和库存限制。根据 Crowdfund Insider 2025 年 6 月的一项调查，约 60% 的年轻消费者有兴趣透过社群媒体和通讯应用程式购买礼品卡，这表明他们对整合式数位体验有着强烈的偏好。此外，HomePage News 2025 年 6 月的一份报告指出，消费者计划在 2025 年将礼品卡片支出同比增长 10%，这进一步增强了市场的韧性。

同时，无缝使用模式和全通路零售的兴起显着扩大了市场覆盖范围。第三方分销中心，即礼品卡商城，已成为重要的基础设施，使得消费者可以在便利商店、超市和数位市场购买各种品牌的储值卡。这种普及使得礼品卡从目的地消费转变为衝动消费和日常生活工具，并融入了日常购物习惯。 2025年11月，Blackhawk Network报告称，礼品卡商城实现了两位数的成长，这表明在高频零售环境中提供多样化的预付选项取得了商业性的成功。这种扩张确保了奖励卡和礼品卡对消费者的重要性，并在实体和数位管道中保持了稳定的交易量。

市场挑战

安全漏洞，尤其是未授权存取和数位诈骗的激增，是全球礼品卡和奖励卡市场面临的重大障碍。随着发行方式转向虚拟形式，这些方式固有的匿名性吸引了帐户劫持和卡内余额盗用等诈欺活动。在此环境下，发卡机构被迫建立严格的身份验证通讯协定，这往往会影响用户体验，并导致交易处理延迟。结果，合法交易被放弃或拒绝，造成直接收入损失，并增加与扣回争议帐款处理和欺诈管理相关的营运成本。

这些威胁的持续存在严重削弱了消费者信心，而消费者信心对于市场的持续扩张至关重要。根据美国退休人员协会 (AARP) 2025 年的调查，33% 的成年人表示曾收到或赠送余额为零的礼品卡，原因是窃盗或窜改。如此高的损失率使得企业负责人和个人消费者都对使用礼品卡犹豫不决，担心礼品卡的价值会在使用前被偷走。这种信心的丧失促使潜在买家转向其他支付方式，从而阻碍了礼品卡作为可靠的奖励工具的广泛应用。

市场趋势

礼品卡逐渐演变为个人预算和自用工具，反映了消费行为的根本性转变，超越了其作为传统礼物赠送他人的角色。在通膨压力和财务管理意识增强的推动下，消费者越来越多地购买储值卡自用，以控制自由裁量权支出并将资金分配到特定类别。这一趋势使礼品卡不再只是社交礼仪，而是成为家庭预算中实用的金融工具。 Blackhawk Network 2025 年 6 月的一项调查显示，约三分之一的消费者购买礼品卡供自己使用，凸显了礼品卡向实际应用领域的转变。

同时，忠诚度计画与礼品卡生态系统的整合正不断推进，加深了发卡机构与顾客之间的连结。零售商正将预付式支付方式与奖励系统直接关联，提供积分和优惠，鼓励消费者重复充值和使用礼品卡。这种整合正将礼品卡从一次性交易转变为动态的客户参与平台，从而培养长期的品牌忠诚度和持续的收入。根据Fisave在2025年10月进行的一项调查，62%的消费者表示，收到礼品卡时最希望获得“奖励积分”，这凸显了市场对超越支付方式本身的增值奖励的需求。

目录

第一章概述

第二章：调查方法

第三章执行摘要

第四章：客户心声

第五章：全球礼品卡与奖励卡市场展望

• 市场规模及预测
  • 按金额
• 市占率及预测
  • 按类型（礼品卡、奖励卡）
  • 按用途（个人用途、商业用途、其他）
  • 按应用领域（零售、旅游、食品饮料、医疗保健、教育等）
  • 按地区
  • 按公司（2025 年）
• 市场地图

第六章：北美礼品卡与奖励卡市场展望

• 市场规模及预测
• 市占率及预测
• 北美洲：国别分析
  • 我们
  • 加拿大
  • 墨西哥

第七章：欧洲礼品卡与奖励卡市场展望

• 市场规模及预测
• 市占率及预测
• 欧洲：国别分析
  • 德国
  • 法国
  • 英国
  • 义大利
  • 西班牙

第八章：亚太地区礼品卡及奖励卡市场展望

• 市场规模及预测
• 市占率及预测
• 亚太地区：国别分析
  • 中国
  • 印度
  • 日本
  • 韩国
  • 澳洲

第九章：中东和非洲礼品卡和奖励卡市场展望

• 市场规模及预测
• 市占率及预测
• 中东与非洲：国别分析
  • 沙乌地阿拉伯
  • 阿拉伯聯合大公国
  • 南非

第十章：南美洲礼品卡与奖励卡市场展望

• 市场规模及预测
• 市占率及预测
• 南美洲：国别分析
  • 巴西
  • 哥伦比亚
  • 阿根廷

第十一章 市场动态

• 促进因素
• 任务

第十二章 市场趋势与发展

• 併购
• 产品发布
• 近期趋势

第十三章：全球礼品卡与奖励卡市场：SWOT分析

第十四章：波特五力分析

• 产业竞争
• 新进入者的潜力
• 供应商的议价能力
• 顾客权力
• 替代品的威胁

第十五章 竞争格局

• Spendgo, Inc.
• Emburse, Inc.
• Fiserv, Inc.
• Visa Inc.
• Blackhawk Network Holdings, Inc.,
• Interactive Communications International, Inc.
• Tango Card, Inc.,
• Data Cash Register System Inc..
• Pine Labs Ltd
• GoGift A/S

第十六章 策略建议

第十七章：关于研究公司及免责声明

The Global Gift Card & Incentive Card Market is projected to expand from USD 270.19 Billion in 2025 to USD 447.92 Billion by 2031, achieving a CAGR of 8.79%. This market encompasses prepaid payment instruments issued by financial institutions, retailers, or employers, which are utilized for corporate rewards, personal gifting, and employee engagement strategies. Key drivers accelerating market growth include the rising corporate reliance on non-monetary incentives to boost staff retention and the widespread adoption of digital gifting solutions that facilitate instant delivery. According to the Incentive Marketing Association, 61% of global industry executives in 2025 anticipated growth specifically within the incentive gift card sector, highlighting strong commercial confidence in these tools as vital elements of modern business and consumer transactions.

Despite these positive prospects, the market confronts a significant obstacle regarding security vulnerabilities, specifically the increase in digital fraud and unauthorized account access. As payment methods increasingly migrate to virtual environments, sophisticated cyber threats such as card-not-present fraud threaten to erode consumer trust and increase operational costs for issuers. Consequently, the requirement for advanced security protocols presents a major challenge that could complicate implementation and impede broader market expansion if not effectively managed.

Market Driver

The rise of digital and mobile gifting solutions has become a primary catalyst for market development, fundamentally changing how corporations and consumers exchange value. With smartphone adoption saturating global demographics, there is a clear transition from physical plastic cards to virtual credentials that integrate directly with messaging platforms and mobile wallets. This shift is fueled by the desire for immediate gratification and the logistical efficiency of electronic delivery, which removes shipping costs and inventory limits. According to Crowdfund Insider in June 2025, nearly 60% of younger consumers expressed interest in buying gift cards via social media and messaging apps, indicating a strong preference for integrated digital experiences. Furthermore, HomePage News reported in June 2025 that consumers planned to increase gift card spending by 10% in 2025 compared to the previous year, demonstrating the market's resilience.

Simultaneously, the growth of seamless redemption models and omnichannel retail is significantly widening market accessibility. Third-party distribution hubs, known as gift card malls, have become essential infrastructure, allowing shoppers to buy prepaid cards for various brands within convenience outlets, grocery stores, and digital marketplaces. This ubiquity converts gift cards from destination purchases into impulse buys and everyday lifestyle tools, embedding them into routine shopping habits. Blackhawk Network reported in November 2025 that gift card malls experienced double-digit growth, proving the commercial success of placing diverse prepaid options within high-frequency retail environments. This expansion ensures that incentive and gift cards remain prominent for consumers, driving consistent volume across both physical and digital channels.

Market Challenge

Security vulnerabilities, particularly the surge in unauthorized access and digital fraud, represent a critical barrier to the Global Gift Card and Incentive Card Market. As issuance shifts toward virtual formats, the anonymity inherent in these instruments attracts fraudulent activities such as account takeovers and card draining. This environment compels issuers to establish rigorous verification protocols, which often introduce friction into the customer experience and delay transaction processing. Consequently, legitimate transactions may be abandoned or declined, leading to direct revenue loss and increased operational expenses associated with chargeback resolution and fraud management.

The persistence of these threats significantly damages consumer confidence, which is essential for continued market expansion. According to AARP in 2025, 33% of adults reported giving or receiving a gift card that had no funds due to theft or tampering. Such a high incidence of financial loss discourages both corporate buyers and individual consumers from utilizing these products, fearing that the value will be stolen prior to redemption. This erosion of trust drives potential buyers toward alternative payment methods, thereby stalling the broader adoption of gift cards as reliable incentive tools.

Market Trends

The evolution of gift cards into tools for personal budgeting and self-use marks a fundamental shift in consumer behavior, extending the product beyond its traditional role as a gift for others. Influenced by inflationary pressures and a desire for financial control, shoppers are increasingly buying prepaid cards for their own use to cap discretionary spending or allocate funds for specific categories. This trend transforms the gift card into a functional financial instrument for managing household economics rather than solely serving as a social gesture. According to Blackhawk Network in June 2025, nearly one-third of consumers reported purchasing gift cards specifically for their own use, highlighting this pragmatic evolution in usage.

At the same time, the convergence of loyalty programs with gift card ecosystems is deepening the relationship between issuers and customers. Merchants are integrating stored-value instruments directly with rewards structures, incentivizing consumers to reload and utilize their cards repeatedly by offering points or exclusive benefits. This integration elevates the gift card from a one-time transactional token to a dynamic engagement platform that fosters long-term brand affinity and recurring revenue. According to Fiserv in October 2025, 62% of consumers identified bonus loyalty points as a highly desired feature within gift card offerings, emphasizing the market demand for value-added incentives that go beyond simple payment utility.

Key Market Players

• Spendgo, Inc.
• Emburse, Inc.
• Fiserv, Inc.
• Visa Inc.
• Blackhawk Network Holdings, Inc.,
• Interactive Communications International, Inc.
• Tango Card, Inc.,
• Data Cash Register System Inc..
• Pine Labs Ltd
• GoGift A/S

Report Scope

In this report, the Global Gift Card & Incentive Card Market has been segmented into the following categories, in addition to the industry trends which have also been detailed below:

Gift Card & Incentive Card Market, By Type

• Gift Card
• Incentive Card

Gift Card & Incentive Card Market, By Purpose

• Personal Use
• Business Use
• Others

Gift Card & Incentive Card Market, By Application

• Retail
• Travel
• Food & Beverages
• Healthcare
• Education
• Others

Gift Card & Incentive Card Market, By Region

• North America
  • United States
  • Canada
  • Mexico
• Europe
  • France
  • United Kingdom
  • Italy
  • Germany
  • Spain
• Asia Pacific
  • China
  • India
  • Japan
  • Australia
  • South Korea
• South America
  • Brazil
  • Argentina
  • Colombia
• Middle East & Africa
  • South Africa
  • Saudi Arabia
  • UAE

Competitive Landscape

Company Profiles: Detailed analysis of the major companies present in the Global Gift Card & Incentive Card Market.

Available Customizations:

Global Gift Card & Incentive Card Market report with the given market data, TechSci Research offers customizations according to a company's specific needs. The following customization options are available for the report:

Company Information

• Detailed analysis and profiling of additional market players (up to five).

Table of Contents

1. Product Overview

• 1.1. Market Definition
• 1.2. Scope of the Market
  • 1.2.1. Markets Covered
  • 1.2.2. Years Considered for Study
  • 1.2.3. Key Market Segmentations

2. Research Methodology

• 2.1. Objective of the Study
• 2.2. Baseline Methodology
• 2.3. Key Industry Partners
• 2.4. Major Association and Secondary Sources
• 2.5. Forecasting Methodology
• 2.6. Data Triangulation & Validation
• 2.7. Assumptions and Limitations

3. Executive Summary

• 3.1. Overview of the Market
• 3.2. Overview of Key Market Segmentations
• 3.3. Overview of Key Market Players
• 3.4. Overview of Key Regions/Countries
• 3.5. Overview of Market Drivers, Challenges, Trends

4. Voice of Customer

5. Global Gift Card & Incentive Card Market Outlook

• 5.1. Market Size & Forecast
  • 5.1.1. By Value
• 5.2. Market Share & Forecast
  • 5.2.1. By Type (Gift Card, Incentive Card)
  • 5.2.2. By Purpose (Personal Use, Business Use, Others)
  • 5.2.3. By Application (Retail, Travel, Food & Beverages, Healthcare, Education, Others)
  • 5.2.4. By Region
  • 5.2.5. By Company (2025)
• 5.3. Market Map

6. North America Gift Card & Incentive Card Market Outlook

• 6.1. Market Size & Forecast
  • 6.1.1. By Value
• 6.2. Market Share & Forecast
  • 6.2.1. By Type
  • 6.2.2. By Purpose
  • 6.2.3. By Application
  • 6.2.4. By Country
• 6.3. North America: Country Analysis
  • 6.3.1. United States Gift Card & Incentive Card Market Outlook
    • 6.3.1.1. Market Size & Forecast
      • 6.3.1.1.1. By Value
    • 6.3.1.2. Market Share & Forecast
      • 6.3.1.2.1. By Type
      • 6.3.1.2.2. By Purpose
      • 6.3.1.2.3. By Application
  • 6.3.2. Canada Gift Card & Incentive Card Market Outlook
    • 6.3.2.1. Market Size & Forecast
      • 6.3.2.1.1. By Value
    • 6.3.2.2. Market Share & Forecast
      • 6.3.2.2.1. By Type
      • 6.3.2.2.2. By Purpose
      • 6.3.2.2.3. By Application
  • 6.3.3. Mexico Gift Card & Incentive Card Market Outlook
    • 6.3.3.1. Market Size & Forecast
      • 6.3.3.1.1. By Value
    • 6.3.3.2. Market Share & Forecast
      • 6.3.3.2.1. By Type
      • 6.3.3.2.2. By Purpose
      • 6.3.3.2.3. By Application

7. Europe Gift Card & Incentive Card Market Outlook

• 7.1. Market Size & Forecast
  • 7.1.1. By Value
• 7.2. Market Share & Forecast
  • 7.2.1. By Type
  • 7.2.2. By Purpose
  • 7.2.3. By Application
  • 7.2.4. By Country
• 7.3. Europe: Country Analysis
  • 7.3.1. Germany Gift Card & Incentive Card Market Outlook
    • 7.3.1.1. Market Size & Forecast
      • 7.3.1.1.1. By Value
    • 7.3.1.2. Market Share & Forecast
      • 7.3.1.2.1. By Type
      • 7.3.1.2.2. By Purpose
      • 7.3.1.2.3. By Application
  • 7.3.2. France Gift Card & Incentive Card Market Outlook
    • 7.3.2.1. Market Size & Forecast
      • 7.3.2.1.1. By Value
    • 7.3.2.2. Market Share & Forecast
      • 7.3.2.2.1. By Type
      • 7.3.2.2.2. By Purpose
      • 7.3.2.2.3. By Application
  • 7.3.3. United Kingdom Gift Card & Incentive Card Market Outlook
    • 7.3.3.1. Market Size & Forecast
      • 7.3.3.1.1. By Value
    • 7.3.3.2. Market Share & Forecast
      • 7.3.3.2.1. By Type
      • 7.3.3.2.2. By Purpose
      • 7.3.3.2.3. By Application
  • 7.3.4. Italy Gift Card & Incentive Card Market Outlook
    • 7.3.4.1. Market Size & Forecast
      • 7.3.4.1.1. By Value
    • 7.3.4.2. Market Share & Forecast
      • 7.3.4.2.1. By Type
      • 7.3.4.2.2. By Purpose
      • 7.3.4.2.3. By Application
  • 7.3.5. Spain Gift Card & Incentive Card Market Outlook
    • 7.3.5.1. Market Size & Forecast
      • 7.3.5.1.1. By Value
    • 7.3.5.2. Market Share & Forecast
      • 7.3.5.2.1. By Type
      • 7.3.5.2.2. By Purpose
      • 7.3.5.2.3. By Application

8. Asia Pacific Gift Card & Incentive Card Market Outlook

• 8.1. Market Size & Forecast
  • 8.1.1. By Value
• 8.2. Market Share & Forecast
  • 8.2.1. By Type
  • 8.2.2. By Purpose
  • 8.2.3. By Application
  • 8.2.4. By Country
• 8.3. Asia Pacific: Country Analysis
  • 8.3.1. China Gift Card & Incentive Card Market Outlook
    • 8.3.1.1. Market Size & Forecast
      • 8.3.1.1.1. By Value
    • 8.3.1.2. Market Share & Forecast
      • 8.3.1.2.1. By Type
      • 8.3.1.2.2. By Purpose
      • 8.3.1.2.3. By Application
  • 8.3.2. India Gift Card & Incentive Card Market Outlook
    • 8.3.2.1. Market Size & Forecast
      • 8.3.2.1.1. By Value
    • 8.3.2.2. Market Share & Forecast
      • 8.3.2.2.1. By Type
      • 8.3.2.2.2. By Purpose
      • 8.3.2.2.3. By Application
  • 8.3.3. Japan Gift Card & Incentive Card Market Outlook
    • 8.3.3.1. Market Size & Forecast
      • 8.3.3.1.1. By Value
    • 8.3.3.2. Market Share & Forecast
      • 8.3.3.2.1. By Type
      • 8.3.3.2.2. By Purpose
      • 8.3.3.2.3. By Application
  • 8.3.4. South Korea Gift Card & Incentive Card Market Outlook
    • 8.3.4.1. Market Size & Forecast
      • 8.3.4.1.1. By Value
    • 8.3.4.2. Market Share & Forecast
      • 8.3.4.2.1. By Type
      • 8.3.4.2.2. By Purpose
      • 8.3.4.2.3. By Application
  • 8.3.5. Australia Gift Card & Incentive Card Market Outlook
    • 8.3.5.1. Market Size & Forecast
      • 8.3.5.1.1. By Value
    • 8.3.5.2. Market Share & Forecast
      • 8.3.5.2.1. By Type
      • 8.3.5.2.2. By Purpose
      • 8.3.5.2.3. By Application

9. Middle East & Africa Gift Card & Incentive Card Market Outlook

• 9.1. Market Size & Forecast
  • 9.1.1. By Value
• 9.2. Market Share & Forecast
  • 9.2.1. By Type
  • 9.2.2. By Purpose
  • 9.2.3. By Application
  • 9.2.4. By Country
• 9.3. Middle East & Africa: Country Analysis
  • 9.3.1. Saudi Arabia Gift Card & Incentive Card Market Outlook
    • 9.3.1.1. Market Size & Forecast
      • 9.3.1.1.1. By Value
    • 9.3.1.2. Market Share & Forecast
      • 9.3.1.2.1. By Type
      • 9.3.1.2.2. By Purpose
      • 9.3.1.2.3. By Application
  • 9.3.2. UAE Gift Card & Incentive Card Market Outlook
    • 9.3.2.1. Market Size & Forecast
      • 9.3.2.1.1. By Value
    • 9.3.2.2. Market Share & Forecast
      • 9.3.2.2.1. By Type
      • 9.3.2.2.2. By Purpose
      • 9.3.2.2.3. By Application
  • 9.3.3. South Africa Gift Card & Incentive Card Market Outlook
    • 9.3.3.1. Market Size & Forecast
      • 9.3.3.1.1. By Value
    • 9.3.3.2. Market Share & Forecast
      • 9.3.3.2.1. By Type
      • 9.3.3.2.2. By Purpose
      • 9.3.3.2.3. By Application

10. South America Gift Card & Incentive Card Market Outlook

• 10.1. Market Size & Forecast
  • 10.1.1. By Value
• 10.2. Market Share & Forecast
  • 10.2.1. By Type
  • 10.2.2. By Purpose
  • 10.2.3. By Application
  • 10.2.4. By Country
• 10.3. South America: Country Analysis
  • 10.3.1. Brazil Gift Card & Incentive Card Market Outlook
    • 10.3.1.1. Market Size & Forecast
      • 10.3.1.1.1. By Value
    • 10.3.1.2. Market Share & Forecast
      • 10.3.1.2.1. By Type
      • 10.3.1.2.2. By Purpose
      • 10.3.1.2.3. By Application
  • 10.3.2. Colombia Gift Card & Incentive Card Market Outlook
    • 10.3.2.1. Market Size & Forecast
      • 10.3.2.1.1. By Value
    • 10.3.2.2. Market Share & Forecast
      • 10.3.2.2.1. By Type
      • 10.3.2.2.2. By Purpose
      • 10.3.2.2.3. By Application
  • 10.3.3. Argentina Gift Card & Incentive Card Market Outlook
    • 10.3.3.1. Market Size & Forecast
      • 10.3.3.1.1. By Value
    • 10.3.3.2. Market Share & Forecast
      • 10.3.3.2.1. By Type
      • 10.3.3.2.2. By Purpose
      • 10.3.3.2.3. By Application

11. Market Dynamics

• 11.1. Drivers
• 11.2. Challenges

12. Market Trends & Developments

• 12.1. Merger & Acquisition (If Any)
• 12.2. Product Launches (If Any)
• 12.3. Recent Developments

13. Global Gift Card & Incentive Card Market: SWOT Analysis

14. Porter's Five Forces Analysis

• 14.1. Competition in the Industry
• 14.2. Potential of New Entrants
• 14.3. Power of Suppliers
• 14.4. Power of Customers
• 14.5. Threat of Substitute Products

15. Competitive Landscape

• 15.1. Spendgo, Inc.
  • 15.1.1. Business Overview
  • 15.1.2. Products & Services
  • 15.1.3. Recent Developments
  • 15.1.4. Key Personnel
  • 15.1.5. SWOT Analysis
• 15.2. Emburse, Inc.
• 15.3. Fiserv, Inc.
• 15.4. Visa Inc.
• 15.5. Blackhawk Network Holdings, Inc.,
• 15.6. Interactive Communications International, Inc.
• 15.7. Tango Card, Inc.,
• 15.8. Data Cash Register System Inc..
• 15.9. Pine Labs Ltd
• 15.10. GoGift A/S

16. Strategic Recommendations

17. About Us & Disclaimer