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The Ultimate Guide to the B2B Gift Card Market in Netherlands

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








Official language



National holidays

1st January (New Year’s Day) 7th April* (Good Friday) 9th & 10th April* (Easter) 27th April (King’s Day) 5th May (Liberation Day) 18th May* (Ascension Day) 28th & 29th May 2023 (Pentecost) 25th & 26th December (Christmas)

Netherlands gift card market size

In value terms, the gift card market in the Netherlands has recorded a CAGR of 5.1% during 2018-2022. The Dutch gift card industry in will continue to grow over the forecast period and is expected to record a CAGR of 5.7% during 2023-2027. The gift card market in the country will increase from US$ 2.4 billion in 2022 to reach US$ 3.1 billion by 2027.

Gift cards in the Netherlands form a mature, billion-dollar strong market, which shows many of the characteristics observed in other countries as well. These include a recent increase of digital payment options and e-gift cards, aligning with the Netherlands being one of the most advanced digital economies in Europe.  

The Netherlands were among the first nations worldwide to realize the future importance and impact of AI on society and the economy, having launched the Strategic Action Plan for AI back in 2019. The implications of a broad use of artificial intelligence for the gift card market may not be ignored. AI may soon be used for personalization, fraud detection and prevention, blockchain technology, AI-generated designs or even Augmented Reality (AR) for virtually experiencing the items or experiences associated with a gift card before purchasing it.  

Country gift card market size

Netherlands gifting traditions

Dutch people are known for being practical and straightforward, and the same is reflected in their gifting traditions. The general intention is always to provide something meaningful and functional


Openness in communication minimizes the likelihood of misunderstandings or ambiguity in the exchange of gifts. This cultural trait is reflected not only in personal relationships but also in the Dutch business culture, which values transparency, and egalitarianism.  

Employers may offer simple gifts during festive seasons such as Sinterklaas or Christmas. Birthdays, highly regarded occasions, are celebrated with gusto, often involving company birthday committees.  

In general Dutch culture, whether personal or professional, the emphasis is on modesty in gift-giving. Building genuine relationships takes precedence over material offerings, with gifts chosen thoughtfully to reflect the recipient’s preferences and needs. This approach ensures that the act of giving is rooted in sincerity and consideration, capturing the essence of Dutch cultural values.  

Gift card regulations in Netherlands

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

Expiration: Gift cards must have a minimum validity of 2 years.

Validity: If no issue or expiry date is listed, a card will be valid for an indefinite amount of time.

Redemption: If there as in issue date but no expiry date, the holder has at least 5 years to redeem the card.

Fees: Fees regarding the card activation or its use are forbidden.

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

Popular gift cards in Netherlands

Popular gift card brands

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

AirBnB – Dutch people love travelling and exploring, and this gift card offers them unique and personalized experiences.

Uber – Uber’s convenience and efficiency makes it an attractive gift card for consumers who value practicality and seamless transportation options .

Decathlon – For those Dutchies who love to emphasize their enthusiasm for outdoor activities and sports, Decathlon is the one place to go to.

Zalando – Their fashion-forward offerings make Zalando an attractive choice for those people who appreciate trendy and diverse clothing options.

Apple – Known for its quality and innovation, an Apple gift card appeals to Dutch consumers who value technological excellence and design .

Ticketmaster – The Netherlands are known for their various and gigantic music festivals, which can be attended following a purchase of tickets using this gift card.

Amazon – An amazon gift card offers a versatile choice, providing access to a vast array of products, catering to practical and diverse shopping needs.

Swarovski – Swarovski’s luxurious and timeless crystal products make it an attractive gift card for Dutch consumers who appreciate quality craftsmanship and elegant accessories. A universe of choices at your fingertips – the Gift Card is your key to books, gadgets, and everything in between.

Magazijn de Bijenkorf: Luxury, style, and elegance – the De Bijenkorf Gift Card is your invitation to an exquisite shopping experience.

Benefits of B2B gifting in Netherlands

In the Netherlands, B2B gifting offers strategic advantages, aligning with the Dutch emphasis on genuine relationships. Celebrating business milestones through thoughtful gifts strengthens connections and showcases appreciation for shared successes. Tailoring gifts to local preferences and needs reflects cultural understanding.  

The gift card market’s flexibility and size in the Netherlands adds versatility to B2B gifting, allowing recipients autonomy. Integrating gifting into events enhances experiences, reinforcing connections and promoting brand visibility. Choosing sustainable gifts aligns with Dutch values, strengthening relationships authentically.  

Lastly, certain tax exclusions apply to promotional gifts and staff benefits under the threshold of 227€, precluding the recovery of VAT per the VAT Deduction Exclusion Decree.*

In summary, B2B gifting in the Netherlands is a culturally sensitive strategy, fostering genuine connections, and contributing to the success of business endeavors.

*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.

The Global Gift Card 

The key to successful corporate gifting lies in providing flexibility and personalization to the recipient, may that be employees, clients, or business partners. The Global Gift Card allows for exactly this freedom of choice. From tech enthusiasts to fashion aficionados, GoGift will have a brand for everyone, ensuring inclusivity and reinforcing the thoughtfulness of the gift.  

Physical and digital versions of The Global Gift Card
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