top of page

The Ultimate Guide to the B2B Gift Card Market in Italy

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








Official language



National holidays

1st January (New Year’s Day) 6th January (Epiphany) 9th & 10th April* (Easter) 25th April (Liberation Day) 1st May (Labour Day) 2nd June (Republic Day) 15th August (Assumption Day) 1st November (All Saints’ Day) 8th December (Immaculate Conception) 25th & 26th December (Christmas)

Italy gift card market size

In value terms, the gift card market in Italy has recorded a CAGR of 5.1% during 2018-2022. The gift card industry in Italy will continue to grow over the forecast period and is expected to record a CAGR of 5.4% during 2023-2027. The gift card market in the country will increase from US$ 6,916.6 million in 2022 to reach US$ 9,105.1 million by 2027.

Italy was long known for being a traditional cash-based economy. However, the Covid pandemic saw the demand for cash alternatives increase unexpectedly, giving rise to digital payment solutions as well as e-gift cards. While younger millennials and Gen Z still make up the majority of gift card sales, there has been a significant increase in the adoption of gift cards in older age groups.  

Slowly, the focus that multinational corporations have had on sustainability and corporate social responsibility for years is diffusing to smaller and medium-sized enterprises (SMEs). The same trend can be observed in Italy, where employee rewarding and corporate gifting have been rising in importance, while the demand for eco-friendly and digital solutions has grown accordingly. The strong presence of Italian firms in global value chains, increasingly also of these SMEs, is likely to bring a further surge in cross-border gifting and query for universal gifting solutions. Accordingly, this embedment in the world market will see a further dependence on global economic trends that can influence corporate gifting.     

Country gift card market size

Italy gifting traditions

Whether it’s the joyous festivities of Christmas, the revelation of gifts during Epiphany, the celebration of life and hope in Easter, or the commemoration of birthdays, gift-giving is deeply ingrained in the Italian social and cultural life.  

Yet, beyond these hallmark events, gifts in Italy extend into the realm of everyday social interactions. Invited to somebody’s home for dinner? Attending a social event? It’s customary to come bearing a gift. This gesture serves as both a token of appreciation for the invitation and a symbol of friendship. It underscores the importance of reciprocity and the acknowledgment of shared moments in Italian social etiquette.  

In Italian business culture, relationships are as crucial as transactions. Known for their preference for face-to-face interactions, Italians place immense value on building trust and familiarity in business dealings. Establishing a rapport with business partners and colleagues, for instance through gift-giving, is not merely a formality but a cornerstone of successful collaboration.  

In essence, gift-giving in Italy transcends the transactional and enters the realm of relationship-building. It’s a lingo of its own, where the selection and presentation of a gift convey sentiments that words may fall short of expressing – especially if a language barrier persists.  

Gift card regulations in Italy

Gift card regulation in Italy is subject to various laws and regulations to protect consumers and ensure transparency in the gifting industry.

Expiration: There is no expiry date for vouchers. 

Validity: A maximum validity period of 10 years is regulated by law.  

Fees: regarding card activation or its use are forbidden. 

Personal Vouchers: If the voucher is issued to a specific person, their name does not have to appear on the card. 

Taxes: The tax treatment of corporate gifts depends on the recipient and the nature of the gift, but costs may be fully deductible.*

*Please note that our information does not amount to professional or legal counsel. For guidance tailored to your particular circumstances, we advise consulting directly with a certified tax expert.

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

Popular gift cards in Italy

Popular gift card brands

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

Zalando: Offering a wide range of fashion choices, Zalando makes for an attractive gift card for Italian consumers who appreciate diverse and trendy clothing options.

Q8 Stations: A practical and versatile gift card catering to the convenience of Italian consumers who value accessible and quality fuel services.

United Colors of Benetton: If there is one thing Italians will always appreciate, it is elegance – so what better than a gift card for iconic and stylish clothing with a touch of Italian flair?   

Conad: As a popular supermarket chain, Conad gift cards are valued for their practicality and access to a wide range of grocery and household items.

Douglas: A well-known beauty and cosmetics retailer, making its gift card an attractive option for Italians who enjoy high-quality skincare, makeup, and fragrances.

Italo: Italo’s gift card is attractive to those who appreciate comfortable and efficient high-speed train travel, offering a convenient way to explore Italy and go beyond.

Signorvino: A renowned wine retailer providing an appealing gift card for Italians who take pride in their rich wine culture.

Amazon: With its vast selection of products, an Amazon gift card is universally desirable, giving consumers the freedom to choose from a range of millions of products.

Esselunga: Savor the flavors of Italy – the Esselunga Gift Card is your gateway to a culinary journey of quality and freshness.

Mediaworld: Tech, entertainment, and more – the Mediaworld Gift Card is your access to the latest in electronics and innovation.

Benefits of B2B gifting in Italy

In Italy'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 Italian market.

  • Strengthening business relationships – Well thought-out gifts can enhance trust and goodwill between business partners, fostering long-term collaboration 

  • Expressing appreciation and gratitude – Especially important in a culture where acknowledgment of efforts and contributions is valued  

  • Building brand loyalty – Translate loyalty among clients, partners, and employees into continued collaboration, repeat business, and positive word-of-mouth referrals 

  • Adapting to changing trends – As the corporate gifting landscape evolves, digital gift cards and sustainable options demonstrate a forward-thinking approach  

To wrap it up, B2B gifting in Italy 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 Italian spirit.

The Global Gift Card 

How can we help you on your global gifting journey? GoGift, a market leader since 2003, is experienced in navigating the many vines of the Italian corporate gifting market. Interested in having one solution that will fit every single one of your Italian partners, colleagues, or clients? The Global Gift Card may be the right choice for you.

Physical and digital versions of The Global Gift Card
bottom of page