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The Ultimate Guide to the B2B Gift Card Market in Estonia

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

GENERAL FACTS ON

Estonia

1.36M

Population

Tallinn

Capital

Estonian

Official language

Euro

Currency

National holidays

Independence Day (February 24th), Easter (Moveable), Spring Day (May 1st), Victory Day (June 23rd), Midsummer Day (June 24th), Independence Restoration Day (August 20th), Christmas (December 24th-26th)

Estonia gift card market size

Current size of the B2B gift card market: The Estonian gift card market remains modest, reflecting the country’s small population. In 2024, the total value of card transactions in Estonia was $11.9 billion, with a projected CAGR of over 9% from 2024 to 2028. This widespread adoption of card payments instead of cash and thus well-developed payment infrastructure suggest a positive outlook for the Estonian gift card market.  

Growth trends over the past few years: Estonia has established itself firmly as a frontrunner in digital governance and innovation, which among other things, helped the country absorb some of the recent macroeconomic shocks affecting much of Europe. Competitive tax policies and an impressive ease of establishing companies have attracted many foreign investors and tech companies, who in turn have boosted the economy further.  

Predictions for the future: According to the Bank of Estonia, 70% of payments between people in Estonia were digital, exceeding the euro area’s average of 53% considerably. If this embracing of digital transactions continues its rapid path, it is highly likely that the use of digital gift cards will rise accordingly.  

Furthermore, the high number of foreign companies locating their address or headquarters in the country will likely lead to them requiring corporate gifting solutions to reach both their domestic and overseas employees, partners, and clients. Companies may prefer digital gift cards for employee incentives, client appreciation, or promotional activities.  

Country gift card market size

Estonia gifting traditions

  • Estonian Cultural Identity: In the heart of Northern Europe, Estonia boasts a cultural identity as robust as the medieval walls of Tallinn’s Old Town. Estonians hold their traditions close, including their gift-giving customs 


  • Reserved yet Genuine: Estonian culture is characterised by strength and resilience, often mistaken for detachment. Though Estonians may seem reserved and cool upon first meeting, this reflects their formal and reserved manners rather than a lack of warmth 


  • Value of Individualism in Business: In the corporate world, Estonians value individualism, preferring to take on leadership roles. Success is seen as a product of personal accomplishments, with a strong emphasis on hierarchy and respect for authority figures  


  • Evolution of Business Culture: Estonian business culture has evolved from Soviet era influences to embrace Nordic values, reflecting a more collaborative and egalitarian approach. Despite this shift, respect for hierarchy and status remains important 


  • Occasional Gift-giving: Gift-giving in Estonia is a special practice reserved for significant occasions rather than routine meetings. Gifts are exchanged on important milestones or events 


  • Modesty in Corporate Gifts: In business, Estonians approach gift-giving with modesty. Conventional gifts are typically exchanged to mark significant achievements, such as contract signings, focusing on the symbolism of the gesture rather than extravagance 

     

  • Symbolism Behind Gifts: In Estonia, a gift will always be seen as a symbol of significance. Each exchange reflects the value of formality, individualism, and genuine accomplishment within the culture  

Gift card regulations in Estonia

Here are some general points about gift card regulations in Estonia as of February 2025: 


  • The validity period of gift cards must have a minimum duration of 3 years 

  • Fees regarding the card activation or its use are forbidden 

  • Customers are required to inform themselves of the terms and conditions of a purchased gift card 

  • Businesses issuing gift cards are required to clearly disclose any applicable fees, usage restrictions, and expiration dates to customers  

Please keep in mind that these regulations can change over time, so it's essential to verify the current regulations with the Estonian government or relevant regulatory authorities. Additionally, specific details and requirements may vary depending on the type of gift card, its issuer, and other factors. If you plan to purchase or use gift cards in Estonia, it's advisable to review the terms and conditions provided by the issuer and seek legal advice if needed.

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

Popular gift cards in Estonia

Popular gift card brands
  • Boozt: For Estonian consumers with an eye for Nordic fashion trends, a Boozt gift card opens the door to a virtual wardrobe filled with chic styles that seamlessly blend with Estonia’s cool and contemporary fashion scene 


  • H&M: This gift card is basically a fashion passport, offering a ticket to affordable yet stylish clothing choices, perfect for those who appreciate both budget-friendly and on-trend options 


  • Kaup24.ee: The key to a virtual shopping spree where Estonian consumers can explore a diverse marketplace, indulging in everything from electronics to home goods, satisfying their varied shopping desires  


  • The jewellery room: A touch of elegance and sophistication is brought to Estonian consumers using a Jewellery Room gift card, allowing them to adorn themselves with exquisite pieces that resonate with the nation’s appreciation for quality craftsmanship  


  • Tripgift EU: A wanderlust-infused delight for Estonians who love to explore, providing a gateway to unique travel experiences across Europe and catering to the adventurous spirit beating in many Estonian hearts 

Benefits of B2B gifting in Estonia

  1. Seal the Deal with Thoughtful Gifts: Picture this – you just signed that game-changing contract, and what seals the successful partnership to come? A thoughtful gift exchange. Not just any gift, but one that reflects the modesty and significance Estonians attach to these corporate rituals 


  2. Celebrate Team Success: In Estonia, where individualism is highly valued, B2B gifting serves as a way to acknowledge the collective achievements of teams and leaders. A well-timed gift becomes more than just a pat on the back; it’s a recognition of the collaborative efforts that drive business success, akin to giving a high-five wrapped in a bow 


  3. Leverage Marketing Opportunities: Take advantage of the marketing potential b2B gifting offers. In a culture where success is tied to professional accomplishments, a cleverly chosen gift with your company’s logo can open new avenues. Imagine your brand subtly yet powerfully making its mark through a quality item – an effective way to enhance brand visibility 


  4. Boost Employee Morale: B2B gifting isn’t just for external relations; it’s also a powerful tool for internal recognition. By celebrating employees through thoughtful gifts, you can boost morale and foster a sense of camaraderie that extends beyond the office, enhancing overall workplace culture and satisfaction  

The Global Gift Card 

Looking to strengthen connections in Estonia’s tech-savvy and efficient corporate world? A professional gift during Independence Day or project completion is a smart way to acknowledge collaboration. With GoGift, your gesture will reflect both precision and appreciation.

Physical and digital versions of The Global Gift Card
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