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The Ultimate Guide to the B2B Gift Card Market in Sweden

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

GENERAL FACTS ON

Sweden

10.5M

Population

Stockholm

Capital

Swedish

Official language

Swedish krona

Currency

National holidays

May 1st (Labour Day), 6th June (National Day).

Sweden gift card market size

In value terms, the gift card market in Sweden recorded a CAGR of 4.9% during 2018-2022. The gift card industry in Sweden has continued to grow and is expected to record a CAGR of 6.9% during 2024-2028. The gift card market in the country is projected to increase from US$ 1,76 billion in 2024 to reach US$ 2,48 billion by 2028.

According to the Swedish Riksbank, only 34% of Swedes paid by cash within the span of a past month. On the other hand, 90% reported they had paid by card, and 82% has used the Swedish app “Swish”, a payment service enabling the sending and receiving of money via one’s phone 

This above-average prevalence of digital payments, intensified by the pandemic, in turn also increased the dominance of e-gift cards in the gifting sphere. The Riksbank reports that in Sweden there is a significant preference for digital payment – and digital gifting trends point at the same development.                                             

The rise of e-commerce and digital platforms will undoubtedly continue to influence and drive the gift card market. Especially in the corporate gifting sphere, employers are increasingly making use of gift cards as employee incentives or benefits.  


Remote and hybrid work environments, as now more than ever found in Sweden, mean that traditional employee benefits such as workplace canteens or transportation subsidies decrease in importance and employers need to find new ways of appreciating the work of their personnel – such as personalized gift cards.

Country gift card market size

Sweden gifting traditions

  • Core Values: Equality is central to Swedish culture, reflected in modest and simple gifts. Thoughtful and practical gifts are thus valued over extravagant ones  


  • Celebrating Personal Relationships: Abundant gifting occasions, especially birthdays, are celebrated with enthusiasm. Key celebrations like Christmas and Midsommar focus on community and connection 


  • Corporate Gifting Etiquette: Initial business meetings typically avoid gift exchanges to uphold trust and respect. As relationships develop, gift-giving becomes more acceptable and appreciated 


  • Symbol of Connection: Gifts for graduations, weddings, or successful business deals symbolise trust and equality. The act of giving and receiving gifts reflects the Swedish values of individualism and openness  

Gift card regulations in Sweden

Here are some general points about gift card regulations in Sweden as of October 2023: 


  • In general, selling and distributing gift cards in Sweden falls under the EU regulations  

  • Expiry dates are set by the provider must be clearly displayed 

  • Fees regarding the card activation or its use are forbidden 

  • The strict Swedish code of Business Conduct combatting corruption and bribery shall be observed all times  

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

Popular gift cards in Sweden

Popular gift card brands
  • Ikea: A popular choice for its affordable and functional home furnishing, reflecting Swedish values of practicality and a love for well-designed, quality products 


  • Åhlens: a versatile department store offering a wide range of products, appealing to Swedish consumers for its diverse selection and emphasis on quality 


  • Zalando: With a vast online selection of international fashion brands, Zalando caters to the Swedish penchant for individualism and diverse fashion choices 


  • H&M: a beloved Swedish fashion giant known for trendy and affordable clothing, making it a favourite among fashion-conscious consumers 


  • Gekås Ullared: A retail destination known for its extensive product range and discounted prices, aligning with appreciations for value and thriftiness 


  • Outnorth: catering to outdoor enthusiasts, Outnorth appeals to the Swedish love for nature and outdoor activities, offering quality gear and equipment 


  • Guldfynd: A popular jewellery brand, Guldfynd is a go-to for elegant and stylish pieces, aligning with the Swedish preference for understated and timeless accessories 


  • Ticketmaster: Providing access to a variety of events and performances, Ticketmaster offers the gift of experiences, fitting well with the domestic emphasis on cultural engagement 


  • Royaldesign.se: A platform offering a curated selection of home décor and design items, appealing to the Swedish appreciation for functional and aesthetically pleasing interiors  


  • Padelxpert: Given the rising popularity of padel tennis in Sweden, Padelxpert’s gift card caters to the country’s sports enthusiasts, combining fitness and social engagement  

Benefits of B2B gifting in Sweden

  • Strengthening Connections and Partnerships: Strategic gift-giving is a powerful tool to foster meaningful relationships in B2B settings. Swedish culture values trust and relationship-building, making gifts more than just transactional 


  • Appreciation and Collaboration: Thoughtfully chosen gifts express appreciation and recognition, promoting a positive collaborative environment. Corporate gifting reflects Swedish values such as equality, and individualism  


  • Cultural Sensitivity: Practicality and quality are values emphasized in Swedish culture, making B2B gifts most effective when they are both meaningful and well-crafted  


  • Ensuring Employee Happiness: Employee wellbeing is a paramount pillar in Swedish business culture. Using gifts as rewards or incentives ensures lasting employee happiness and loyalty  

The Global Gift Card 

Want to express appreciation in Sweden’s egalitarian business culture? A modest, well-chosen gift around holidays or to mark cooperation shows professionalism and thoughtfulness. With GoGift, you can strike just the right balance.

Physical and digital versions of The Global Gift Card
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