2025 calendar, highlighting the key dates of a gift card program
The year 2025 is off to a flying start for e-commerce, as we ended last year with a +8.4% growth rate in Q2. The average basket has experienced a slight drop due to inflation, going from €69 in 2023 to €68 in 2024. The services sector has seen a 20% increase, compared to a slight decline in product sales (-1.8%). The most dynamic sectors are tourism and beauty (+8% in performance). On the other hand, fashion has been in decline, with a 1% drop compared to last year. In short, e-commerce is doing well. So, how can this growth continue in 2025, and how can you stand out with your gift card program? Find below the key commercial dates for this new year.
Promoting your gift card program
During certain periods, it is customary to offer gifts. Consumers are more likely to buy and give gift cards during these times. However, it is essential for them to be aware that a brand offers gift cards. Therefore, it is important not to miss the opportunity and to anticipate these peak times. For each of these high-potential periods, you need to work on your gift card program, make the card visible on your website or in your stores, and promote it by launching marketing campaigns.
Christmas and year-end holidays: the most crucial period
Christmas and the end-of-year holidays have just passed, and many brands and retailers offering gift cards have seen their sales skyrocket. Indeed, the year-end is THE critical period for a gift card program. From October to the evening of December 24th, more and more consumers are offering or wishing to receive a gift card – the perfect customizable and practical gift. The revenue generated from cards can increase tenfold, provided, of course, that your program is dynamic.
For 2025, brands will need to anticipate the demand from early buyers or smart shoppers eager for good deals during Black Friday on November 28, 2025, and Cyber Monday on December 1, 2025.
And, finally, for the late buyers or last-minute shoppers on December 24th. If brands offer gift cards to partner retailers/resellers, it’s essential to anticipate marketing campaigns starting as early as June, planned for the last quarter of 2025, to boost visibility and maximize sales.
Valentine's Day: the date not to miss
Valentine’s Day, which takes place on February 14 each year, is another occasion to highlight gift cards. Valentine's Day is widely celebrated in the United Kingdom, with significant participation from couples. According to a study conducted by Finder in 2021, around 68% of men and 60% of women in the UK purchase a gift for Valentine's Day. In the United Kingdom, Valentine's Day is a significant celebration, with substantial spending by consumers. According to a 2020 study, the average budget allocated for this occasion was around €115 per person, placing the UK third worldwide in terms of Valentine's Day spending, behind the United States and Singapore.
Even though flowers, restaurant outings, jewelry, and chocolates dominate the market, some people enjoy giving or receiving gift cards from brands they love. These cards are perceived as very practical for those afraid of making the wrong choice. They are also a lifesaver for many last-minute shoppers.
Significant events: Mother's Day, Father's Day, Grandparents' Day...
Several holidays throughout the year, dedicated to our loved ones, are also ideal moments for purchasing gift cards, whether it’s from a brand the recipient loves or a new one they might enjoy. Mother’s Day (March 30, 2025) is the most important for the English. 70% of English people say they pay special attention to the important women in their lives on this day, whether they have children or not. And they don’t skimp on gifts, with an average budget of £50.
Beauty and cosmetics brands, in particular, see a spike in revenue. Offering a gift card can further maximize sales until the very last minute, especially with the availability of digital gift cards on e-commerce sites. And yes, last-minute shoppers are plentiful here as well, representing nearly half of all consumers. In fact, for cosmetics brands, gift card sales quadruple compared to the rest of May.
Father’s Day (June 15, 2025) is less prominent than Mother’s Day, but it still allows brands and retailers to achieve strong performances. Again, promoting and communicating about gift cards can increase revenue and attract new customers, with the average budget hovering around €50 in France.
Back to school: the right time
Back-to-school season (September 2025) is not a holiday per se, but it remains an important and sometimes stressful time for most parents and children. The back-to-school season in the United Kingdom, though not considered a holiday, remains a crucial time for many families. In 2024, approximately 10.7 million students returned to school, according to data from Statista. Back-to-school expenses have seen a significant rise, with a report from the British Consumer Association indicating that costs have increased by nearly 5% over the past six years. For a student entering Year 7 (the equivalent of sixth grade in France), the average necessary budget is estimated at £200.
In response to these rising costs, more and more parents are turning to second-hand purchases to equip their children. Sales of second-hand school items have increased tenfold compared to 2021, according to a report from the online resale site Preloved. This trend reflects a growing awareness among British consumers towards more sustainable and economical shopping practices.
Some people now choose to offer gift cards to help parents regain purchasing power. The gift card represents a great option.
Sale season: an opportunity for brands
The year is marked by several promotional weeks or weekends:
• Winter sales: January 8 to February 11, 2025
• Summer sales: June 25 to July 22, 2025
• Black Friday: November 28, 2025
• Cyber Monday: December 1, 2025
Last year, both the winter and summer sales didn’t live up to expectations. We still haven’t reached 2019 levels. Physical stores and the fashion sector were the hardest hit. The reasons are varied: competition, inflation, shifting spending habits, and year-round price reductions. In any case, consumers were not as motivated last year. Let’s hope that enthusiasm returns this year. Why not use gift cards as a promotional tool?
Gift cards can influence consumer behavior by increasing traffic, average basket size, acquiring new customers, and reactivating old ones. They can support sales events and drive results for 2025.
World Days are an opportunity to speak out
Several international days mark the English calendar. For example, we have World Health Day, World Cheese Day, and International Friendship Day. While these days might seem trivial, they are a great excuse to launch targeted marketing campaigns. For World Tourism Day on September 27, 2025, travel brands can promote destinations and offer a fixed-amount e-gift card. The World Beer Day (August 1, 2025), World Pasta Day (October 25, 2025), or World Bread Day (October 16, 2025) can be an opportunity for restaurants, grocery stores, and supermarkets to highlight a range of products through e-gift cards.
2025: Sharing Key Moments in Customers' Lives
Aside from national holidays, every individual experiences key moments in their lives: a birthday, a birth, a wedding, a housewarming, retirement, and more.Brands and retailers must take these significant moments in consumers' lives into account. Naturally, preparing a campaign is impossible since these are "intimate" events specific to each person. However, brands can offer gift cards of a chosen amount to their most loyal customers for whom they know the birthday. The gift card service must always be easy to find for consumers looking for a birthday or wedding gift. Brands must be able to offer specific visuals for each event so that their customers can hit the mark with their loved ones.
Once again, 2025 will be filled with commercial highlights that the gift card can address, providing another opportunity for brands to stand out.
