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The Ultimate Guide to the B2B Gift Card Market in Germany

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

GENERAL FACTS ON

Germany

84.3M

Population

Berlin

Capital

German

Official language

Euro

Currency

National holidays

October 3rd (German Unity Day), 25th & 26th December (Christmas)

Germany gift card market size

The gift card industry in Germany is one of the most mature in Europe and is poised to achieve further growth. It is expected to record a CAGR of 9.4% during the forecast period from 2025 to 2029. This will mean an increase in the size of the gift card market from US$16.28 billion in 2025 to reach US$ 25.87 billion by 2029

Long a last stronghold of cash payments in the world, Germany’s payment market is slowly seeing a growth of digital payments going hand in hand with increasing e-commerce and digitalization.  

With remote and hybrid working surviving beyond the lockdowns, digital gift cards have increasingly become a method of employee rewards and incentives, appreciated for their convenience.  

The growing trend in ecommerce is expected to continue in Germany, where new consumer habits have been adopted. Different brands within the country have also notice this trend and have launched gift cards of their own, making the market that much more attractive.  


As with other EU countries, trends from neighboring countries are likely to influence the German gift card and incentive market. Thus, physical gift cards are likely to diminish further in importance while open loop digital gift cards may see further innovation and adoption, both in B2C and B2B usage scenarios.  

Country gift card market size

Germany gifting traditions

Germans celebrate many occasions during the year by giving and exchanging gifts. The main festivity at which gifts are exchanged is Christmas, traditionally celebrated in the evening of the 24th of December around a beautifully decorated Christmas tree. Many families lead up to Christmas with advent calendars, filled with small surprises every day of the month of December leading up to Christmas Eve.  


Another popular celebratory occasion are birthdays. Most people in Germany will receive a present from their family, friends, and employer to note the occasion. Gifts are also given for both wedding and relationship anniversaries, Mother’s and Father’s Day, weddings, graduations, housewarming events, and some may even celebrate their name day.  


Corporate gifting is also a very well-established practice in the German culture where clients, partners and employees are often rewarded or recognizes with gifts as a sign of appreciation. Occasions range from holidays and anniversaries to special corporate events and celebrations for successful business dealings.  


In the corporate sphere, etiquette is important to consider. In Germany, gifts exchanged in a B2B setting must reflect thoughtfulness and effort, but they must never be perceived as lavish. A way in which German companies show their thoughtfulness in the gift is by means of personalization of such. It is also common to take special care of the gift presentation, reinforcing the thoughtfulness and the effort put into the gift.  


One of the main considerations in the German business culture is trust, and gifts are seen as a tangible sign of goodwill. This should also include reciprocity and appreciation, since strong relationships are not one-sided. Expressing gratitude and being reciprocal goes a long way in building a strong relationships and trust within the German corporate setting.  

Gift card regulations in Germany

In Germany, gift cards are regulated by national consumer protection laws as well as regulation on the European Union level. The guidelines below are updated as of January 2025: 


  • Expiry dates: All gift cards and vouchers are generally valid for three years. Issuers may set shorter deadlines to consumers as long as they are not considered unreasonable, and the date of expiry must be clearly stated to the user 


  • Redemption: If reasonable, and not associated with a loss for the issuer, a customer may split the redemption of a gift card over multiple purchasers. Such rules must be clearly outlined in the terms and conditions of the gift card


  • Cancelations: Generally, all products purchased over the internet may be returned within 14 days of purchase, even if there is no error with the product 


  • Disclosures: Every voucher must refer to the terms and conditions of use, the total value on the card, name of the issuer, any restrictions of use that the card might have regarding specific products or events and any fees in which the user might incur when using the card 

It's important to note that regulations may change, so always check the latest guidelines with Germany'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 Germany, ensure you read the issuer's terms and conditions and consult with legal experts if necessary.

Popular gift cards in Germany

Popular gift card brands
  • Amazon: Offers unparalleled variety, making it perfect for German customers seeking flexibility and convenience in their purchases


  • IKEA: Popular for its combination of Scandinavian design and practicality, ideal for furnishing or redecorating


  • Zalando: Loved for its wide range of fashion and footwear, catering to diverse tastes and trends 


  • MediaMarkt: A go-to destination for Germans seeking electronics and home appliances at competitive prices 


  • Decathlon: Perfect for the active German lifestyle, offering quality sports equipment and gear for all ages 


  • Apple: Coveted by tech enthusiasts for premium devices and access to innovative apps and services 


  • Lidl: Practical and well-regarded for its affordable groceries and everyday essentials 


  • Airbnb: Appeals to German travelers who value unique, flexible accommodations for exploring new destinations 


  • JYSK: Appeals to Germans who value affordable, functional, and stylish home furnishings 

Benefits of B2B gifting in Germany

In Germany'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 German market.


  • Strengthening business relationships by building trust and reciprocity between partners, clients, and employees 

  • Employee rewards and recognition by celebrating achievements and significant milestones for the employee or the project they are involved in 

  • Enhancing loyalty not only within the company with employees but also outside the company with clients and partners alike 

  • Showing long-term commitment to your clients, partners, and customers by providing an investment into the future of the given relationship  

  • In corporate gifting, certain tax benefits may apply depending on the occasion, recipient, and type of gift given  


To wrap it up, B2B gifting in Germany 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 cultural sensitivity, keeping in mind nuances, local practices, and German customs.

The Global Gift Card 

The Global Gift Card contains the market’s largest global brand selection and is redeemable across currencies and borders. It’s the perfect choice as a sales incentive, employee benefit, or as part of reward, member, or sales programs — gift cards for any occasion.

Physical and digital versions of The Global Gift Card
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