Gift Cards Emerging As Preferred Choice For 77% Emirati Consumers, New Survey Shows

In a revealing study on consumer preferences within the UAE, an overwhelming majority of Emirati consumers, approximately 77%, have expressed a marked preference for gift cards over traditional gifting options. This trend leans significantly towards digital formats, with 64% of respondents favoring an eGift card over its physical counterpart. The study, a collaborative effort between YOUGotaGift, the leading digital gift card marketplace in the Middle East and North Africa (MENA), and YouGov, a globally recognized online research and data analytics firm, surveyed over 1,000 individuals across the UAE to gauge current gifting trends.

The survey, conducted between February 20 and 27, 2024, highlighted a clear shift towards gift cards, with 62% of UAE consumers preferring gift cards from brands they like over traditional gifts. It also noted that a significant 66% of consumers have either bought or received a gift card in the past six months, underscoring the growing adoption of this gifting method in the region.

Husain Makiya, CEO of YOUGotaGift, pointed out the increasing popularity of gift cards, attributing their success to their versatility, convenience, and ease of use among both consumers and businesses. "This new survey provides valuable insights into the evolving gift card preferences among UAE nationals and expatriates, demonstrating a strong preference for new-age digital gifting solutions that provide flexibility and freedom of choice," Makiya noted.

The corporate sector, in particular, has shown a keen interest in adopting gift cards as a form of employee recognition and engagement. According to the survey, 68% of employed respondents preferred receiving gift cards over traditional corporate gifts from their employers, suggesting a promising avenue for organizations to explore innovative employee engagement strategies centered around gift cards.

Makiya further commented on the need for organizations in the UAE to adapt to the country's changing reward patterns, especially considering the significant digital-savvy youth demographic and the government's supportive initiatives in the digital domain. "Digital gift cards present an excellent avenue to drive innovative, engaging employee rewards programs that resonate with this tech-forward workforce," he added.

Demographic Insights and Preferences

The study also delved into demographic specifics, revealing that the preference for gift cards was especially pronounced among males (64%), married individuals (65%), and working professionals (64%). Notably, this preference spans across all age groups in the UAE, with a stronger inclination towards digital gift card solutions. Younger consumers, aged between 18-44 years, showed a higher preference for eGift cards (54%) compared to those over 45 years of age (51%).

Income also plays a role in the preference for gift cards, with an average of 76% of employees earning over Dh10,000 monthly preferring gift cards over traditional corporate rewards. Among Emirati employees, this preference was even higher at 77%, compared to 67% of expatriates.

As consumer preferences continue to evolve, with a clear tilt towards digital solutions, YOUGotaGift is poised at the forefront of this industry transformation. The platform offers a wide array of digital and physical gift cards from renowned brands, catering to the diverse needs of both businesses and individual consumers across the region.