The UK gift card market is currently worth ~£11 billion (GCVA), and it's growing considerably faster than retail overall.
Sales reported by participating GCVA members rose 19% in the first half of 2026, compared with growth of just 1–4% across UK retail.
So, what's behind the growth?
Convenience is one factor. Digital gift cards accounted for 70% of reported sales, growing 27% year on year. They're easy to buy, send and use, making them practical for everything from birthday presents to employee rewards.
Value matters too. The research found that 24% of UK adults had bought or received a gift card in the past year. With vouchers increasingly used for everyday purchases, including groceries, they're becoming a useful way to manage spending.
Businesses are also embracing them. Corporate gift card sales grew 24%, driven partly by employee benefits and rewards.
And there's an opportunity for independents.
Gift cards allow smaller businesses to secure revenue before products or services are redeemed, while introducing customers to their brands.
On Steppr, independent UK businesses offer discounted vouchers, often with increasing discounts for repeat purchases. Customers can discover something different, save money and support independent brands.
With Christmas approaching, it's a particularly interesting time for the UK's growing gift card market.
