UAE Consumers Shift Toward eGift Cards, Foregoing Traditional Gifts

As Eid Al Adha approaches, UAE consumers increasingly turn to eGift cards, merging the traditional Eidiya custom with modern convenience and personalisation. A recent survey by YOUGotaGift and YouGov revealed that 62% of UAE consumers prefer receiving gift cards from favoured brands over traditional gifts.

Furthermore, 77% of Emirati consumers indicate a stronger preference for a gift card over a traditional gift.

Increasing Adoption of eGift Cards

YOUGotaGift, a leading marketplace for digital gift cards in the Middle East and North Africa (MENA), has observed a year-over-year increase in Eidiya eGift Card purchases since 2022. This trend underscores a broader consumer shift towards digital solutions offering convenience and personalisation. To understand consumer preferences, the company partnered with YouGov to survey over 1,000 UAE respondents.

Husain Makiya, CEO of YOUGotaGift, commented, "Gift cards have grown in popularity due to their versatility, convenience, and ease of use among consumers and businesses alike. This survey provides valuable insights into evolving gift card preferences among UAE nationals and expatriates, highlighting a strong preference for digital gifting solutions that offer flexibility and freedom of choice."

Corporate Preferences Shift

One of the survey’s intriguing findings pertains to the corporate sector, where 68% of employed respondents prefer receiving gift cards over traditional corporate gifts from their employers. This insight presents organisations with an opportunity to explore innovative employee engagement and reward strategies centred around gift card offerings.

"The UAE is home to a burgeoning youth population that is highly digitally savvy, bolstered by supportive government initiatives in the digital sphere. Organisations in the UAE must adapt to the country's evolving rewarding patterns and preferences. Digital gift cards present an excellent avenue to drive innovative, engaging employee rewards programmes that resonate with this tech-forward workforce," added Makiya.

Nearly 77% of Emirati employees prefer gift cards over conventional corporate rewards, compared to 67% of expatriates. This preference grows among employees with higher incomes, with 76% of employees earning over AED 10,000 monthly choosing gift cards over traditional rewards.

Demographic Insights

The survey also highlighted the increasing adoption of gift cards in the UAE, with 66% of consumers having bought or received a gift card in the previous six months, and 39% doing so in the six months prior. The data delved into various demographic segments, uncovering distinct preferences among different groups.

Appetite for gift cards was notably pronounced among males (64%), married individuals (65%), and working professionals (64%). Additionally, the survey revealed a strong preference for digital gift card (eGift card) solutions across all age groups in the UAE. More than half (54%) of UAE consumers prefer eGift cards over physical ones, with younger consumers (18-44 years) showing a 54% preference compared to 51% of those over 45.

Industry Growth and YOUGotaGift’s Role

As the gift card industry continues its global expansion, driven by changing consumer preferences and the convenience of digital solutions, YOUGotaGift plays a significant role in this transformation. The platform empowers businesses and individuals to deliver memorable, personalised, and rewarding experiences through its curated catalogue of digital and physical gift cards from prestigious brands across diverse markets regionally.