Gift cards are increasingly being used as everyday budgeting tools rather than just festive presents. This is according to insights shared at the recent Gift Card & Voucher Association (GCVA) Summit.
MBL Solutions, which provides branded gift card and stored-value technology for major UK retailers, said the trend is becoming particularly visible during the peak Christmas trading period. Shoppers look for flexibility, value and greater control over spending.
The shift was discussed at the GCVA Summit, hosted by the Gift Card & Voucher Association — the UK’s trade body for gift cards representing retailers and promoting industry standards. MBL Solutions sponsored the organisation’s annual State of the Nation report.
Alexis Matheson, Director of MBL Solutions, took part in a main-stage panel examining changing consumer behaviour, digital adoption and the growing role of gift cards. “We’re seeing gift cards move far beyond traditional gifting. They’ve become a budgeting tool, a loyalty mechanism and a form of stored value in their own right,” she said.
“Employee and member benefit schemes mean more people than ever are using discounted cards weekly as part of their financial routines. At MBL we see new customers loading £100 or more every week. This is a clear sign this behaviour is here to stay.”
MBL Solutions said demand is rising for multi-retailer gift cards. These cards allow consumers to spread spending across groceries, fashion, leisure and homeware, particularly during the cost-conscious Christmas period.
The company’s sponsorship of the State of the Nation report reflects its focus on insight-led product development. This aims at helping retailers respond to longer-term changes in consumer expectations. “The GCVA’s data helps us advise retailers on what truly motivates customers,” Matheson added.
“We were particularly interested in the emotional barriers around ‘impersonal’ gifting. Design, personalisation and storytelling can elevate a gift card into a meaningful experience. This aspect comes sharply into focus at Christmas.”
She also highlighted the importance of seamless digital and physical journeys. Consumers increasingly expect gift cards to work as effortlessly as any other payment method. This is true whether redeemed in store during last-minute Christmas shopping or digitally in the post-holiday sales.
Dr Hannah Shimko, Managing Director of the GCVA, said the festive period continues to act as a key test for the sector. “Christmas always acts as a stress test for the gift card industry. The discussions at this year’s Summit — particularly around value, loyalty and digital integration — show just how quickly expectations are evolving,” she said.
“The State of the Nation report gives us the evidence base, but it is partners like MBL Solutions who demonstrate how these insights translate into real-world innovation. They help the sector move beyond traditional gifting towards a broader role in everyday spending, budgeting and customer engagement.”
The panel also discussed the continued relevance of physical gift cards. They remain popular at Christmas due to shopping-centre footfall, experiential design and the appeal of a tangible gift. Physical formats were also highlighted as offering reassurance following recent high-profile digital outages.
As retailers look beyond Christmas and begin planning for 2026, MBL Solutions said the festive trading period has reinforced a clear message. Gift cards are no longer purely seasonal products. They are an increasingly permanent part of how consumers manage value, loyalty and spending throughout the year.
Based in Newcastle, MBL Solutions provides retailers with end-to-end technology for branded payment and gift card programmes. Clients include B&M, Greggs, Schuh and New Look.
