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The Ultimate Guide to the B2B Gift Card Market in Guatemala

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

GENERAL FACTS ON

Guatemala

18.12M

Population

Guatemala City

Capital

Spanish, Mayan (Recognised national language), Garifuna and Xinca (Recognised regional languages)

Official language

Quetzal 

Currency

National holidays

Holy Week (March/April), Army Day (June 30th), Independence Day (September 15th), Revolution Day (October 20th), Christmas (December 24th & 25th)

Guatemala gift card market size

Specific data on the current size of the Guatemalan gift card market is not readily available. However, the increasing availability of gift cards from various retailers and digital platforms indicates a growing adoption of this gifting method.  


The gift card industry in Latin America will continue to grow and is expected to record a CAGR of 9.1% during 2024-2028. The gift card market in the region will increase from US$ 12.9 billion in 2023 to reach US$ 20.2 billion by 2028. 

Guatemala’s economy has continued to experience steady growth in recent years, with GDP expanding at a moderate pace. Despite this progress, poverty remains a persistent challenge. High emigration rates have made remittances a cornerstone of the economy, accounting for a fifth of the GDP in 2024.  


Notably, a growing share of these remittances is being sent in the form of gift cards, reflecting the increasing preference for flexible and practical ways to support families and streamline cross-border financial transactions. 

Half of the population of Guatemala are social media users, and internet penetration stands at 65%. These numbers have slowly but steadily been increasing, as digital services become more accessible. If this growth continues, there are great opportunities for retailers to expand e-commerce, as well as a yet unexplored market for digital payment solutions. As seen in other developing countries, this will likely lead to a growth in the digital gift card market. 

Country gift card market size

Guatemala gifting traditions

  • Culture: Family structure shapes societal dynamics. Hospitality is a cornerstone of Guatemalan culture, as community is seen as the foundation of family life 


  • Religion: Guatemala is predominantly Roman Catholic, but there are also significant Protestant and indigenous Mayan religious communities. Showing appreciation and respect for these affiliations is vital  


  • Gifting Occasions: Religious festivals, such as the Semana Santa and Christmas are some of the most important occasions for celebrations. Indigenous peoples have many local festivals. Moreover, birthdays, especially a girl’s fifteenth (her quinceañera), are celebrated with fervour  


  • Business Environment: Corporate Culture in Guatemala is highly hierarchical, and relationship based. Thus, it is expected that time will be dedicated to establishing a personal relationship between business partners, which can be supplemented by giving gifts 


  • Corporate Gifting: Gifts are usually not brought to a first meeting. If invited to a Guatemalan household, it is appropriate if not expected to bring a gift 

Gift card regulations in Guatemala

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


  • Guatemala does not yet have specific legislation governing the issuance and use of gift cards 

  • Terms such as expiration dates, fees, and usage conditions are determined by the issuing retailers or service providers 

  • Gift cards cannot be exchanged for cash or refunded 

  • The issuer is not required to replace lost or missing gift cards 

  • Rights of consumers are safeguarded by Guatemalan Consumer Protection Law 

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

Popular gift cards in Guatemala

Popular gift card brands
  • Subway: A global sandwich chain, Subway is popular in Guatemala for its customisable, fresh, and affordable meal options 


  • La Torre: Known for its wide selection of groceries and everyday essentials, La Torre is a trusted supermarket brand for Guatemalan families 


  • Japan GT Stores: Offering affordable Japanese-inspired household items and gadgets, Japan GT Stores attract customers seeking unique and functional products 


  • Distefano: A leading fashion retailer, Distefano is favoured for its stylish and diverse clothing collections catering to all ages and occasions  


  • Siman: A prominent department store, Siman is loved for its extensive range of quality products, from clothing to electronics and home goods 


  • Elektra: Specialising in electronics, appliances, and financing options, Elektra is ideal for customers looking to upgrade their homes affordably 


  • Tuco: As a budget-friendly furniture store, Tuco is popular for its stylish, modern designs at accessible prices 


  • McDonald’s: A favourite fast-food chain in Guatemala, McDonald’s appeals with its consistent quality, family-friendly atmosphere, and iconic menu items 

Benefits of B2B gifting in Guatemala

  1. Strengthening Local Connections: Corporate gifting in Guatemala builds trust and strengthens relationships in a culture where personal ties matter. Thoughtful gifts show commitment to long-term partnerships, making your brand more relatable and trusted by local clients and partners 


  2. Boosting Brand Visibility in Niche Markets: A well-chosen gift increases your brand’s visibility. By using locally relevant or culturally significant items, your company becomes more recognisable and appreciated in Guatemala’s competitive market, standing out as in tune with local traditions 


  3. Enhancing Employee Loyalty and Motivation: Gifting employees fosters a sense of recognition and belonging. In Guatemala’s strong team-oriented culture, rewarding staff boosts morale, improves retention, and enhances productivity, showing that the company values its workforce 


  4. Facilitating Cross-Border Business Relationships: Corporate gifts help build rapport in cross-border deals. Thoughtful gifting shows respect for Guatemalan customs, smoothing negotiations and strengthening partnerships, crucial for doing business in a culturally diverse market  

The Global Gift Card 

Looking to deepen professional relationships in Guatemala’s close-knit business culture? A corporate gift as recognition for a successful partnership is a great way to express your ongoing appreciation. With GoGift, you’ll always present your brand with care and respect.

Physical and digital versions of The Global Gift Card
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