Shopping centre gift card trends in Europe
Take a look at our 2026 State of the Industry report to learn about consumer attitudes and behaviours around shopping centre gift cards across Europe's largest retail markets.
54%
prefer cards that work across all retailers in a centre
Most European shoppers value the flexibility of multi-retailer gift cards over single-brand alternatives.
61%
European consumers have used a shopping centre gift card
Among those who haven't, over half say they would buy one if they simply knew it existed.
83%
spend more than the card's original value
Shopping centre gift cards consistently drive incremental revenue, with most users spending above the load value at the till.
86%+
satisfaction among shopping centre gift card users
Once a consumer actually uses one, satisfaction is exceptionally high, driving strong intent to buy again.
“The research shows consumers already want a more flexible way to gift. The opportunity for shopping centres is to make their gift cards easier to find, understand, and buy."
Artem Shostak
,
CMO, Giftify
Inside this free report
Consumer behaviour insights
What motivates a gift card purchase, who buys for whom, and how preferences shift by age and market.
Strategies to boost sales
The three drivers consumers said would make them buy more often: visibility, online availability, and clearer acceptance.
Market-by-market analysis
Detailed findings for the UK, France, Germany, Italy, Spain, Poland, Netherlands, Sweden, and Austria.
Barriers to greater revenue
Why visibility is the ceiling on growth, and the specific frictions costing centres when it comes to gift card sales.
Actionable recommendations
Practical steps to translate the findings into programme changes, from tenant onboarding to in-centre promotion.
Digital versus physical trends
How each format performs across markets and demographics, and where to invest next.
About the report
How the research was conducted and what the data is built on.
How many consumers were surveyed?
Which markets does the report cover?
How was the survey structured?
Is this based on consumer survey data alone?
