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The Ultimate Guide to the B2B Gift Card Market in Australia

G'day, Gift Cards: A Journey through Australia's B2B Gift Card Industry








Official language

Australian Dollar


National holidays

1st January (New Year’s Day) 2nd January (additional public holiday) 26th January (Australia Day) 7th – 10th April* (Easter Holiday) 25th April (Anzac Day) 29th May* (Reconciliation Day) 12th June* (Sovereign’s Birthday) 2nd October* (Labour Day) 25th December (Christmas Day) 26th December (Boxing Day) *Date is susceptible to change each year

Australia gift card market size

In value terms, the gift card market in Australia has recorded a CAGR of 11.1% during 2018-2022. The gift card industry in Australia will continue to grow over the forecast period and is expected to record a CAGR of 9.1% during 2023-2027. The gift card market in the country will increase from US$6.3 billion in 2022 to reach US$9.7 billion by 2027.

Around one in three Australians owning a smartphone makes payments by using digital wallets like Apple Pay, Google Pay and Samsung Pay2. This abandonment of traditional payment methods is also displayed in a shift away from paper-based gift cards towards digital and e-pay gifting solutions, as many banks are partnering with businesses in the gifting industry. As observed globally, the Covid-19 pandemic pushed consumers further into the digital space and towards online shopping, which has pushed the expansion of digital gift card offerings by retailers.

The Australian government and its state-level counterparts have started initiating programs to animate their citizens to spend money in a valiant effort to boost the economy following strict and long-lasting nation-wide lockdowns. Accordingly, businesses are increasingly appreciating gift cards as an instrument to attract, retain and incentivize customers. Furthermore, the importance of corporate gifting is likely to further grow, as companies are making use of gift cards to reward and show appreciation to employees, especially those working remotely.  

Country gift card market size

Australia gifting traditions

  • As in most Western countries, gifts are especially common on birthdays and for Christmas 

  • Gift giving in Aboriginal culture is not just a social practice, but of significant spiritual and cultural importance on many occasions such as weddings, funerals and coming-of-age ceremonies 

  • In contrast, urban gifting culture is usually as spontaneous as Australians themselves and quite relaxed  

  • Typically, gifts are given to show gratitude, celebrate accomplishments, and intensify relationships with clients and business partners, while personal events in employees’ lives call for gift-giving 

Gift card regulations in Australia

Gift card regulation in Australia is subject to various laws and regulations to protect consumers and ensure transparency in the gifting industry.

Validity Period: A minimum three year expiry period for gift cards is required, which must be clearly displayed on the card.  

Employee Advantage: Cards supplied as part of an employee rewards program are exempted from the expiry period rules. 

Fee Restrictions: Businesses are not allowed to offer gift cards with any post-supply fees.

Business Transactions: A business may charge a fee to cover the cost of processing payments including overseas transaction fees. 

It's important to note that regulations may change, so always check the latest guidelines with Australia's government or appropriate regulatory bodies. Moreover, the specifics and prerequisites might differ based on the gift card type, its provider, and other considerations.

If you're considering buying or utilizing gift cards in Australia, ensure you read the issuer's terms and conditions and consult with legal experts if necessary.

Popular gift cards in Australia

Popular gift card brands

In the bustling world of gift cards in Australia, it's a pleasure to introduce some of the brands that have made a mark in their respective industries.

Target: How do you hit the bull’s eye? By offering entry to a store full of possibilities, of course!

Apple Store: It doesn’t have to be the iPhone 15 right away – this gift card truly does it all, giving access to everything from iTunes, apps, and games, to music, movies, and TV shows.


Woolworths: Some products will remain eternally essential – and Woolworths offers most of them for a lifetime with their gift card which has no expiry date.

Prouds the Jewellers: Australia’s largest jeweler by both nationwide stores and selection of stock offers a wide range of jewelry and watches.

Sephora: Sephora’s gift cards enjoy a huge popularity with anyone who likes to invest in their appearance and feel good about themselves.

Amazon: remains the one address to go to for millions of products.

RedBalloon: If there’s one thing Australians love, its going outside and being active – and it’s exactly that which RedBalloon offers.

eBay: From rare collectibles to the latest tech, fashion, and more, the eBay Gift Card is your ticket to millions of products.

Priceline Pharmacy: From essential medications and health supplements to skincare, cosmetics, and personal care items, Priceline Pharmacy has it all.

Freedom: A freedom Gift Card presents a vast array of home furnishings, including both outdoor and indoor options, catering to any design preference.

Benefits of B2B gifting in Australia

In Australia's dynamic business landscape, fostering positive relationships is integral to success. B2B gifting has emerged as a powerful strategy for achieving this goal. It's a gesture of appreciation that can yield a range of benefits for businesses operating in the Australian market.

To wrap it up, B2B gifting in Australia isn't just a trend; it's a testament to the value of relationships in business. However, it's pivotal for businesses to tread this path with sensitivity, keeping in mind cultural nuances, local practices, and the unique Australian spirit.

*Please note that our information does not amount to professional or legal counsel. For guidance tailored to your particular circumstances, we advise consulting directly with a certified tax expert.

The Global Gift Card 

Wondering how to upgrade your status with your Australian colleagues or business partners to potential “mates” and getting that illustrative invitation to their monthly barbie? Next time a holiday or work anniversary  approaches, do not hesitate to reach out to GoGift for a corporate gifting solution that will fit your needs as snug as a kangaroo in a pouch.  

Physical and digital versions of The Global Gift Card
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