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The Ultimate Guide to the B2B Gift Card Market in Belgium

Discover the latest trends, top brands, and insights into the B2B gift card industry in Belgium.

GENERAL FACTS ON

Belgium

Population: 11.7 million 

Population

Capital: Brussels

Capital

Official languages: Dutch, French, and German

Official language

Currency: Euro

Currency

National holidays

National holidays: 21st July (Belgian National Day), 11th November (Armistice Day)

Belgium gift card market size

In value terms, the gift card market in Belgium has recorded a CAGR of 8.2% during 2018-2022. The gift card industry in Belgium will continue to grow over the forecast period and is expected to record a CAGR of 5.8% during 2023-2027. The gift card market in the country will increase from US$ 1,567.0 million in 2022 to reach US$ 2,099.1 million by 2027.1

Belgium is known for its open economy and serves as a major hub for international trade, particularly within the European Union. Important institutions are hosted within the country, including the headquarters of the European Union and NATO, creating a diverse and multinational atmosphere which drives the demand for cross-border gifting solutions. 

Retailers and businesses are likely to further explore partnerships to offer gift cards that are usable across borders, catering to a diverse and international customer base.  


With the increasing trend of digitalization, consumers generally prefer the convenience of purchasing and sending digital gift cards through online platforms and mobile apps. An integration of gift card services into e-commerce platforms will make it seamless for customers to purchase and redeem gift cards while shopping online.  

Country gift card market size

Belgium gifting traditions

Belgium, a country as diverse as the chocolate it produces, boasts a unique fusion of regional cultures, each with its own language and identity. Divided into three distinct communities and boasting just as many national languages, Belgium has a peculiar knack for blending distinct traditions and identities.  


Belgian traditions have been shaped by evolving into a country in which European and regional affiliations trump national pride. Belgians are known for their reserved nature and tend to open up only to close friends and family, making personal connections a cornerstone of their culture.  


The Belgian calendar is a testament to the country’s rich regional diversity, resembling a patchwork quilt of holidays. From vibrant festivals to lively carnivals, there is no shortage of occasions to celebrate. However, when it comes to Christmas, there is no Santa Claus shimmying down chimneys. Instead, Saint Nicolas or Sinterklaas come bearing gifts on December 6.  


Apart from the end of the year, gifts are given on birthdays as well as following invitations to someone’s home. In the business context however, regional fragmentation plays a paramount role once again.  

In Flanders, the influence of Dutch openness and egalitarianism results in a relatively flat organizational structure. Meanwhile, in Wallonia, a more hierarchical approach tends to prevail. Despite these differences, work and private life are generally kept separate, allowing Belgians to strike a balance between professional and personal spheres.  


For employees of Belgian companies, tokens of appreciation are usually distributed on Saint Nicholas, Christmas, or when marking the New Year, partly also since on these occasions their employers enjoy tax exemptions. Apart from these celebrations, gifts might be given upon the sealing of a deal, but not during an initial meeting.  


In general, toeing cultural peculiarities in Belgium can be related to some difficulties, but in general, Belgians are a kind and friendly group of people – as long as you remember to compliment their beer and enjoy their chocolate.  

Gift card regulations in Belgium

Popular gift cards in Belgium

Popular gift card brands
  • Airbnb: With Belgians having an average of five to six weeks of paid vacation, they understandably love to travel – and Airbnb opens the door to unique experiences by offering a local touch to global adventures through cozy homes  

  • Uber: Brussels was named as the 14th most congested city in the world last year, meaning that nobody actually wants to drive there. So, what better option than investing in an Uber to either be shuttled around, or have your food be brought right to your doorstep without ever having to step outside into the chaos? 

  • Galeria Inno: No less than 16 major Galeria Inno stores serve as the beating heart of fashion and trends, offering a curated mix of fashion, beauty, and lifestyle to the delight of all brand enthusiasts 

  • Decathlon: The repeated occurrence of lockdowns over the past four years led to over half of a studied group of Belgians reporting that exercising helped them fight boredom. And whenever the time comes to find quality sporting goods and gear, Decathlon is known for its affordable and sporty offerings 

  • Ticketmaster: Belgium is well known for its concert culture including festivals such as Tomorrowland attracting over half a million people. Ticketmaster is the gateway to such unforgettable events, offering access to concerts, shows, and sports events 

  • Swarovski: With Antwerp holding the name “the diamond capital of the world”, it should come as no surprise that Belgians love high-quality jewellery. Swarovski might be better known for dazzling crystals than shimmering diamonds, but the glamour and sophistication its creations offer are still highly treasured 

  • Fnac: Having started as a members-only discount buyers club, fnac has evolved into a multination retail giant selling cultural and electronic products, fostering a love for knowledge and creativity 

Benefits of B2B gifting in Belgium

  1. Reflecting Belgian Taste and Diversity: Belgium is a country that appreciates diversity, and this extends to its taste buds and preferences. When engaging in corporate gifting, companies have the opportunity to showcase an understanding of this diversity. Tailoring gifts to match Belgian tastes ensures that the gesture feels authentic and genuinely resonates with the recipients.  

  2. Adapting to the Balance: Work and private life in Belgium perform a delicate tango, and corporate gifting knows the steps. Whether its during festive occasions like Saint Nicholas, gifts acknowledge the importance of a healthy work-life balance, making them a welcomed act rather than an intrusion.  

  3. Celebrating Milestones: Belgians love to celebrate, and what better way for companies to join the party than through B2B gifting? Whether it’s commemorating successful deals, acknowledging work anniversaries, or toasting to shared achievements, a well-thought-out gift adds a touch of personal flair to the corporate journey  

  4. Building your Brand: In the land of waffles, surrealism, and diplomatic finesse, corporate gifting is more than just a business strategy – it’s a way of becoming a part of the mosaic forming this vibrant and ever-changing country, whether such gifts might be for employees, partners, or clients.  

The Global Gift Card 

Physical and digital versions of The Global Gift Card
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