Australia’s digital gift card market on track to reach $16.8 billion by 2028

My Nguyen

21st Jul 2025

The value of digital gift cards in Australia is projected to represent 43 per cent of the total gift card market by 2028, worth $16.8 billion. 

Blackhawk Network’s findings found that the digital gift cards market value reached $10.9 billion in the last year. 

The findings, conducted on the digital gift card programs of 50 Australian-based merchants, found that digital and physical cards are estimated to grow by 10 per cent annually between 2020 and 2028. 

Three emerging trends in businesses’ practices, investigated in the study, are personalisation, enhancing B2B programs, and customer-focused purchasing that allows customers to purchase gift cards for budgeting or convenience.

However, the study stated that the most effective programs are combining all three trends with a seamless and streamlined experience for the gift card recipient.

“As Australians increasingly embrace digital-first solutions, our research shows that merchants investing in personalisation, self-use options, and robust B2B programs are reaping the rewards,” said Kieran Nolan, Blackhawk Network Australia’s head of retail.

“The rapid growth of digital gift cards is transforming the market, offering consumers and businesses unprecedented flexibility and convenience.”