Why do retailers use gift cards more and more ? You have probably noticed it: gift cards have taken over retail counters. According to a ResearchAndMarkets.com study, the global gift card market is expected to reach $1,450 billion by 2027, with annual growth of 12.3%. Behind this success lies a simple product: the PVC gift card. Durable, customisable and instantly recognisable, it is replacing traditional printed versions with far greater impact.

What exactly is it? A PVC gift card adopts the format and appearance of a bank card. Made from the same rigid plastic, it often includes a magnetic stripe or a QR code and can be used on a payment terminal or till. This makes it easy to integrate into your sales journey.

What new opportunities does this card open up for you? How can it support your turnover or strengthen attachment to your brand? Before adding a PVC card to your offering, you need to understand the tangible benefits it can bring to your business. Ready to explore the strategic levers of this medium that continues to appeal to customers and retailers alike?

Why your business benefits from adopting PVC gift cards

A premium physical medium: perceived quality and durability

When your customers give a PVC gift card, they handle a solid item with refined finishes. This type of medium instantly conveys quality. Unlike paper or digital versions, a PVC card withstands handling better and is unlikely to deteriorate, even after repeated trips in a wallet. This tactile experience enhances your brand from the very first contact with the card.

A tool for loyalty and acquiring new customers

What strategy are you currently using to attract new visitors? A gift card triggers a double effect. The purchaser returns to the shop, while the recipient discovers your retail universe. According to a First Data survey conducted in 2018, 33% of people who received a gift card visited a store for the first time on that occasion.

A direct extension of your product or service offering

Do you sell products? A service? Adding a gift card to your catalogue allows you to offer a relevant solution across all price ranges. It turns your offering into a gift solution without changing your commercial structure. You mechanically expand your sales potential, especially during high-demand periods such as Christmas or Mother’s Day.

A personalised gift available in-store

Handing over a personalised plastic card provides immediate satisfaction. You print designs dedicated to specific events. The buyer can choose the amount on the spot, the visual, or add a message. This flexibility differentiates PVC cards from often impersonal digital formats.

Advance payment, immediate revenue

When your customer buys a gift card, you receive the funds immediately. The product or service will only be redeemed later, sometimes weeks afterwards. You improve your cash flow effortlessly. According to an InComm study (2021), 65% of gift card recipients end up spending more than the initially credited amount. You therefore stimulate not only your liquidity, but also long-term average basket value.

Customise your PVC gift card to make it a true brand ambassador

Add your logo and visual identity without compromise

Each gift card you distribute becomes a high-visibility branding medium. By incorporating your logo as well as your official colours and typography, you instantly strengthen your visual identity. You create direct graphic consistency between your store, your promotional materials and the card itself. Do you already use an icon or mascot in your communication? Integrate them into your printed designs to extend this familiarity with customers.

Focus on seasonal messages to stimulate purchases

Do you want to capture attention during key retail moments? Adapt your visuals and messages to the occasion. By opting for a Mother’s Day card or a limited Christmas edition, you reach buyers looking for gift ideas. A line such as "Give a unique moment at [Your brand name]" printed directly on the front of the card acts as an immediate incentive. On average, according to a 2022 Retail Gift Card Association survey, 76% of consumers say they are influenced by seasonal visuals when purchasing a gift card.

Present each card as a real gift

The card alone is not enough. By offering bespoke packaging, you increase its perceived value. Rigid cardboard boxes, embossed envelopes or recycled paper sleeves: every detail contributes to the user experience. According to a study by Paper Industry Hall in 2021, more than 60% of recipients keep well-designed gift card packaging, mechanically extending your brand’s presence in their daily environment.

Offer a personalised card for each customer

Do you want to deliver a tailored experience? Offer the option to print the recipient’s name or a personal message directly on the card. This option is carried out at the time of ordering using specialised thermal or inkjet card printers that allow single-unit production. You can also let the customer choose the exact amount, down to the penny. This flexibility meets 89% of consumer expectations according to a 2023 Toluna Harris Interactive survey on customisable cards.

How could you adapt these options to your brand this season? Have you identified graphic opportunities that are still underexploited in your communication materials?

Easily integrate your PVC gift cards into your POS system

Compatibility with existing POS systems

Use your existing terminal fleet without additional investment. PVC gift cards integrate seamlessly with most point-of-sale systems compliant with ISO/IEC 7810 standards for ID-1 format cards. Magnetic stripe, barcode or RFID reading instantly feeds your customer database within your POS. If you already use software such as Lightspeed, Square, Cegid or Shopify POS, you can configure and use gift cards as soon as they arrive.

Activation and loading at the till

At the till, your staff activate a gift card in just two steps. They scan the card, enter the amount requested by the customer and validate the operation. This procedure takes less than 10 seconds, even during peak periods. You can adjust amounts according to demand, typically from €5 to €500. The system immediately records the credit on the account linked to the card, with no further steps required.

Real-time balance tracking

With each transaction, the balance updates instantly in the POS software. You can view remaining amounts, usage history and expiry dates in real time. Your customer can also check their balance via an online interface, depending on the system you use. Use this data to plan targeted campaigns: reminders before expiry, suggestions based on purchases made with the card, etc. Have you already measured the customer return generated by these features on your cross-selling?

Simplified customer journey and time savings for staff

PVC gift cards structure a smooth checkout experience. No paper printing or manual entry is required. Staff simply scan the card, reducing transaction errors. Thanks to POS integration, you also avoid downtime linked to manual validation or balance checks. Immediate result: you speed up checkout by 25 to 40% compared with paper vouchers. How do you currently leverage this time saved in your processes?

Turn your PVC gift cards into a powerful marketing lever

Offer a card for purchases above a certain amount

You can trigger additional sales by offering a gift card of a fixed value once a purchase exceeds a defined threshold. For example, a £10 card offered for any purchase over £100 encourages customers to complete their basket to reach or exceed this level. This mechanism boosts average conversion while building loyalty through the likely return visit to redeem the gifted card.

Showcase the card in the window and at the till

Your gift card deserves a strategic in-store position. Place it near tills, in the window or on design display stands aligned with your brand guidelines. Have you considered integrating the card into clear, attractive signage at the store entrance? A display consistent with your visual identity sparks desire and curiosity, especially during key periods such as holidays or back-to-school.

Re-engage your customers by email to remind them the card exists

Use your CRM database to target inactive customers or those who frequently buy for others. A well-crafted email, featuring a visual of the card, available amounts and examples of in-store use, will trigger impulse purchases. Plan an engaging subject line such as “A quick gift idea… even at the last minute” to boost open rates.

Bring your social media to life with content creators

Partner with local micro-influencers to showcase the gift card experience. Offer them a card they can use while presenting the store in a video or story. Ask them this question: how do you give style without getting it wrong? Then let them show how they use the card in your shop. This type of content effectively converts social communities into in-store buyers.

Instagram Story with a card unboxing : short, impactful and clearly identifiable with your brand
Facebook Live Shopping : real-life demonstration of using a card in your aisles
Themed Reels : “Top 5 ideas to treat yourself with a £X gift card”

Which strategy will you test first in your business?

PVC gift cards: trends reshaping retail

Why quiet periods accelerate adoption

Do you sell less in January or September? Many retailers now use PVC gift cards to generate turnover during traditionally slower seasons. Allied Market Research estimates that global gift card sales will reach USD 4,834 billion by 2031, with particularly strong growth outside holiday periods. This strategy works: you anticipate future purchases while minimising the impact of seasonal fluctuations.

Encouraging the sale of exclusive products

Why not create collections available only via a gift card? Sephora, FNAC and HEMA have already launched products or bundles reserved for customers paying this way. This approach reinforces the perceived value of the card and increases average basket size. You enhance the appeal of a medium seen as premium, beyond its simple utilitarian role.

A rapidly growing B2B lever

The corporate segment is experiencing sustained growth. You can target businesses looking to reward employees or partners. According to the Fédération Française des Professionnels de la Carte Cadeau (FFP2C), more than 35% of issued gift card volumes now come from B2B use. This includes performance bonuses, sales incentives or end-of-year gifts. For example, offer tiered discounts on volumes or co-branded cards to appeal to this market.

Towards shared platforms between retailers

Do you belong to a traders’ association or a local federation? Several initiatives are pooling PVC gift cards via inter-retailer platforms. These shared programmes allow consumers to use a single card across multiple partner businesses. The goal: generate cross-traffic in town centres while simplifying logistics management. You build loyalty without allocating a standalone marketing budget.

And you, which trend will you adopt first?

Stimulate your thinking: which periods of the year deserve commercial support via gift cards? Could you offer an exclusive deal linked solely to this channel? Do you already work in a network with other retailers in your area? The answers to these questions will help you deploy a strategy aligned with new market dynamics.

Adopt PVC gift cards and boost your business today

Are you looking for an immediate lever to drive sales, build customer loyalty and increase in-store visibility? PVC gift cards meet these objectives without requiring heavy infrastructure. By capitalising on a premium physical format, they turn every purchase into a vehicle for brand awareness and customer satisfaction.

Why wait? Put them on display from tomorrow

Your customers are looking for a simple gift solution that reflects the quality of your brand. You want to optimise profitability without changing your structure. PVC gift cards meet both needs. They enhance your image, generate additional footfall and create a deferred purchase act, often combined with spending beyond the initial amount.

Do you already have brand guidelines and a POS system? Order your first cards and let them do the work for you. Which independent retailer can afford to go without a product that combines profitability, branding and loyalty? Would you rather your customer give an anonymous card from a web giant or a card that leads directly into your shop?

Set up your cards this week. Offer them to your best customers. Watch word of mouth take effect. Test the results over one or two months—you won’t go back. Your turnover will confirm the potential.

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