Choice is becoming a big part of the gift card experience.
Consumer sales of multi-brand gift cards grew 60% in the second half of 2025. Single-retailer gift cards also continued to grow, showing that both formats have a place for consumers. (According to UK Gift Card & Voucher Association members.)
A (single) retailer gift card works well when you already know where you, or the person receiving it, would like to shop. It offers flexibility over the final product or service while keeping the choice focused on one business.
A multi-brand gift card leaves more options open. It can bring several businesses together under one voucher, giving the holder a wider selection when they decide where to redeem it.
Steppr has a mixture of retailer gift cards and multi-brand gift cards. You can buy either type for yourself or use the easy gifting option to send it to someone else. Either way, the final decision remains with the person using it.
