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The Middle East is a pioneering market when it comes to shopping centres and nowhere is this clearer than with gift cards. Already seen as a powerful tool for loyalty, data and digital transformation, the gift cards is unlocking new value for leading-edge shopping centres in the region. Here are five trends Middle East malls can’t afford to miss out on.

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The type of gift card a shopping centre chooses can make a big difference. Closed-loop and open-loop cards may look similar, but they operate very differently. This article explains the distinction and shows why closed-loop programs often deliver greater long-term value.

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Gift cards are no longer just seasonal perks, they’re silent revenue machines that drive traffic, boost spend, and unlock growth. With modern approaches such as digital wallets, corporate sales, and data-led insights, savvy centres are turning gift cards into strategic assets that power marketing, loyalty, and tenant success.