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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








Official language



National holidays

1 January: New Year’s Day (Neujahrstag) 7 April: Good Friday (Karfreitag) 10 April: Easter Monday (Ostermontag) 1 May: Labor Day (Maifeiertag) 18 May: Ascension Day (Christi Himmelfahrt, 40 days after Easter) 29 May: Whit Monday (Pfingstmontag) – seventh Monday after Easter, also called Pentecost Monday 3 October: Day of German Unity (Tag der Deutschen Einheit) 25 December: Christmas Day (Weihnachtstag) 26 December: Saint Stephen’s Day (Stephanstag) – also known as the second day of Christmas As observed in 2023

Germany gift card market size

The gift cards and incentives market in Germany has experienced significant growth reaching a size of approximately USD13k million in 2022 and is expected to reach USD20k million by 2027. This tendency is expected to continue capitalizing on new forms of spending.

During the past few years the growth in ecommerce and digitalization, along with new working trends like remote working, have contributed to the growth of the gift card market. From 2018 to 2022 the gift card market reached a CAGR of 12.2%, tendency that has slowed down but maintaining significant growth patterns.

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. Taking all this factors into account the gift card and incentives markets is expected to continue to capitalize on the past growth that will be translated into a forecasted CAGR of 9.4% from 2023-2027.

Country gift card market size

Germany gifting traditions

Germans, like in many other countries, celebrate by gift giving on many occasions and it plays a significant role in these celebrations. 

The main festivity in which Germans exchange gifts is Christmas. This tradition is also shared in many countries around the world, exchanging gifts on the 24th of December around a beautifully decorated Christmas tree. In some families this is done in the form of an present exchange, where every member of the family takes turns in giving and receiving a gift and opening it in front of everyone. But this is not all, some people around Germany also start the celebration earlier with an advent calendar in which there is a small surprise each day for the 24 days leading to the 24th of December. 

Another occasion, that is very popular in Germany to exchange gifts is birthdays. Most people in Germany will receive a present from their family and friends on their birthday to note the occasion. 

Germans also exchange gifts in anniversaries both in wedding anniversaries and in relationship anniversaries, mother’s and father’s day, weddings, graduations, housewarming events, some even celebrate exchanging gifts in their names day. 

It is also very important to note that 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 rage from holidays and anniversaries to special corporate events or as tokens of appreciation.

In this well-established B2B corporate gifting culture, 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 since in most cases this will make the receiver feel uncomfortable. A way in which German companies show their thoughtfulness in the gift is by means of personalization of such gift, for example it is very common to include the recipient’s name and the company logo. It is also very common to take special care of the gift presentation, reinforcing the thoughtfulness and the effort put into the gift. A well packaged gift shows respect and time that has been invested into the gift, some Germans even include handwritten notes for the recipient to emphasize on the care they took in making a gift.

B2B gifting in the German culture is a cornerstone for building and maintaining strong business relationships. One of the main considerations in the German business culture is trust, and gifts are seen as a tangible sign of goodwill. This also includes 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, much like in the rest of Europe, gift cards are regulated by national consumer protection laws as well as regulation in the European Union level.

Expiry Dates: It is important to know that in Germany there is a general limitation of 3 years that apply to all vouchers. This means that the recipient of such voucher must redeem their voucher before the three-year deadline expires. This timeframe gives enough time for the consumer to use the voucher, and it also gives enough time to the issuer of the gift card to manage their inventory and finances. Nevertheless, issuers can give shorter deadlines to consumers as long as they are not considered unreasonable, and most will state the date on the voucher itself.

Redemption: As mentioned before, the recipient of the gift card has to redeem the card within the general limitation timeframe or within the validity period stated by the issuer. The recipient does not necessarily have to use up all the credit in the card at once, but it is also true that the recipient is not entitled to get a payout on the remaining credit on the card. The remaining credit will stay on the card or on the issuers system for the next time the recipient uses the gift card for a purchase.


Cancelations: In Germany consumers have the right to return a product within 14 days. 

Disclosures: Regulations are in place to protect the consumer, in this case the recipient of the gift card. As such, issuers of gift cards have the obligation to provide certain information to consumers allowing them to make an informed decision when buying a gift card. For example, every voucher must refer to 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 which the user might incur when using the card, such as activation fees. 

Consumer Protection: As issuers or consumers of gift cards it is always important to keep in mind that consumer protection laws are in place, as their name states, to protect the consumer. Any terms and conditions, expiration dates or fees that are deemed unreasonable will be challenged by authorities.

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

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

Amazon: Explore the world with a click – the Amazon Gift Card opens doors to endless possibilities.

JYSK: Redefine your home – the JYSK Gift Card is your key to stylish living.

Ikea: Swedish charm for your home – the Ikea Gift Card brings design and functionality to your space.

Zalando: Fashion that excites! The Zalando Gift Card is your ticket to the world of trends and styles.

Media Markt: Technology that connects – with the Media Markt Gift Card, you're always one step ahead.

Decathlon: Sporty through life – the Decathlon Gift Card is your starting shot for adventure and fitness.

Apple: Innovation at your fingertips – the Apple Gift Card is your key to the world of technology.

Schwarz Beteiligungs Grupo, that include Lidl and Kaufland: Diversity, quality, freshness – the Schwarz Group Gift Card opens a universe of good taste.

Aldi: Quality and price in perfect harmony – with the Aldi Gift Card, you always make the right choice.

Rossmann: Beauty, health, and more – the Rossmann Gift Card is your gateway to a world of wellness and everyday essentials.

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 since in the German culture, being part of corporate giving show an investment into the future of a relationship. 

  • Tax benefits in corporate gifting in Germany as well, but you must be aware that these benefits vary depending on who is the recipient of such gift.

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 sensitivity, keeping in mind cultural nuances, local practices, and the unique German spirit.

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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