SA Gift Cards Future Growth Dynamics – A lesson for other African Countries


The “South Africa Gift Card and Incentive Card Market Intelligence and Future Growth Dynamics (Databook) – Q1 2023 Update” report has been added to’s offering.

The gift card market in 2022 was driven by a wide range of factors, which supported growth across retail and corporate segments.

The primary factors included the growth of e-commerce, increased adoption to incentivize employees to work remotely, digital gifting, and initiatives undertaken by the government, hospitality, and travel industries to revive growth.

In value terms, the gift card market in South Africa has recorded a CAGR of 11.0% during 2018-2022. According to the publisher, the gift card industry in the country is expected to grow by 12.0% annually to reach US$ 1,180.2 million in 2023.

The gift card industry in South Africa will continue to grow over the forecast period and is expected to record a CAGR of 9.8% during 2023-2027. The gift card market in the country will increase from US$ 1,053.3 million in 2022 to reach US$ 1,715.9 million by 2027.

This report provides a detailed data-centric analysis of the gift card market, covering market opportunities and risks across various retail categories. With over 75 KPIs at the country level, this report provides a comprehensive understanding of gift card market dynamics, market size, and forecast.


Total Spend on Gifts in South Africa

    By Consumer Segment (Retail and Corporate)

    By Product Categories (13 Segments)

    By Retail Sectors (7 Segments)

Gift Card Market Size by KPIs across Consumer Segments in South Africa

    Gross Load Value

    Transaction Value

    Unused Value

    Average Value Per Transaction

    Transaction Volume

    Average Value of Card Purchased

    Number of Cards

Gift Card Market Size by Consumer Segment in South Africa

    Retail Consumer

    Corporate Consumer (Small Scale, Mid-Tier, Large Enterprise)

Digital Gift Card Market Size in South Africa

    By Retail Consumer

    By Retail Purchase Occasion

    By Corporate Consumer

    By Corporate Purchase Occasion

    By Company Size

Gift Card Market Size by Retail Consumer in South Africa

    By Functional Attribute

    By Occasion

    Festivals & Special Celebration Days

    Milestone Celebration



    Value by Purchase Channel

Gift Card Spend by Consumer Behavior and Demographics in South Africa

    Consumer Purchase Behaviour

    Gift Card Buyer by Age Group

    Gift Card Buyer by Income Level

    Gift Card Buyer by Gender

Gift Card Market Size by Corporate Consumer in South Africa

    By Functional Attribute

    By Occasion

    Employee Incentive

    Sales Incentive

    Consumer Incentive

    By Scale of Business

Gift Spend by Product Categories (Split by Retail and Corporate Consumers) in South Africa

    Food & Beverage

    Health, Wellness & Beauty

    Apparel, Footwear & Accessories

    Books & Media Products

    Consumer Electronics

    Restaurants & Bars

    Toys, Kids, and Babies


    Sporting Goods

    Home & Kitchen Accessories & Appliances


    Entertainment & Gaming


Gift Card Spend by Retail Sector (Split by Retail and Corporate Consumers) in South Africa

    E-commerce & Department Stores

    Restaurants & Bars

    Supermarkets, Hypermarkets, Convenience Stores

    Entertainment & Gaming

    Specialty Stores

    Health & Wellness


Gift Card Spend by Distribution Channel (Split by Retail and Corporate Consumers) in South Africa

    Gift Card Online Sales

    Gift Card Offline Sales

    1st Party Sales

    3rd Party Sales

    Sales Uplift

Reasons to buy

In-depth understanding of gift card and incentive card market dynamics: Understand market opportunity, key trends, and drivers along with a five-year forecast (2018-2027) for gift cards and incentive cards in South Africa.

    Develop market-specific strategies: Identify growth segments and target specific opportunities across consumer segments and occasions to formulate your gift cards strategy; assess market-specific key trends and risks.

    Get insights into consumer attitude and behavior in South Africa: Understand changing consumer attitude and behavior and boost ROI. Get detailed insights into retail spending through gift cards for retail and corporate consumers.

    Get complete perspective through six essential KPIs: number of cards in circulation, load value, unused value, average purchase value, average value per transaction, and value of transactions.

    Distribution channel insights: Understand gift card sales dynamics by channels – online vs offline and by 1st party vs 3rd party sales.

Companies Mentioned

    Shoprite Holdings Ltd

    Pick ‘n’ Pay Stores Ltd

    Internationale Spar Centrale BV

    Wal-Mart Stores Inc

    Woolworths Holdings Ltd (South Africa)

For more information about this report visit

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Laura Wood, Senior Press Manager

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