Tillo releases new report: The Evolution of Digital Gift Cards

Share this post

There are a growing number of use cases for digital gift cards in the fintech space, from cashback to financial payouts, and affiliate and loyalty programmes. There are even a number of digital gift card use cases for crypto, including to drive loyalty and for users to cash out currency to their favourite brand.

Loyalty programmes are becoming essential to help fintechs retain customers for longer, incentivise new customers, build their reputation, outshine the competition, and drive increased spend. And digital gift cards are one of the most effective ways to reward customers; they provide a greater delight factor than cash. In fact, according to Shopify 68% of consumers expressed that gift cards are their preferred type of incentive over coupons and bonus bucks. 

Gift cards have the flexibility of cash and the benefits of merchandise (they feel like a gift or treat) – giving users choice over what they spend on. To be successful, loyalty programmes will need to leverage customer data to be more personalised and relevant, delivering a superior customer experience regardless of channel. 

So what can we learn from digital gift card sales? 

Emerging digital gift card trends 2019-2021

The UK gift card market was worth just under £7 billion in 2019 and continues to grow at pace – and the digital gift card industry is continually evolving – with the last three years expediting this change. At the GCVA conference this month (the industry’s flagship conference of the year), the outlook for the industry was overwhelmingly positive as members shared stories of resilience and rebounding growth coming out of the pandemic. 

This was certainly true for Tillo, with a 117% increase in FVS between 2019 and 2021. 

As the largest digital gift card aggregator in the UK, Tillo analysed data from hundreds of partners and brands to uncover:

  • How various brand categories performed over the course of the pandemic compared to their 2019 performance. 
  • The resilience of the digital gift card sector. 
  • How peak trading (Q4) has evolved over the last three years, becoming more concentrated in December. 
  • The emergence of key sub-categories like “food on demand,” driven by lockdowns. 
  • And much more! 

Tillo’s CEO, Alex Preece, highlights that:

“Although the digital gift card industry is a relatively niche sector, it continues to grow and drive some incredibly exciting new use cases – with many businesses releasing that driving loyalty, acquiring and incentivising customers, and creating delight is even more important now than it was pre-pandemic.” 

Get access to never-before-seen data and download “The Evolution of Digital Gift Cards” report here.

Article by Tillo

More To Explore


Are you a member of The Payments Association?

Member benefits include free tickets, discounts to more tickets, elevated brand visibility and more. Sign in to book tickets and find out more.


Log in to access complimentary passes or discounts and access exclusive content as part of your membership. An auto-login link will be sent directly to your email.

Having trouble signing?

We use an auto-login link to ensure optimum security for your members hub. Simply enter your professional work e-mail address into the input area and you’ll receive a link to directly access your account.

First things first

Have you set up your Member account yet? If not, click here to do so.

Still not receiving your auto-login link?

Instead of using passwords, we e-mail you a link to log in to the site. This allows us to automatically verify you and apply member benefits based on your e-mail domain name.

Please click the button below which relates to the issue you’re having.

I didn't receive an e-mail

Tip: Check your spam

Sometimes our e-mails end up in spam. Make sure to check your spam folder for e-mails from The Payments Association

Tip: Check “other” tabs

Most modern e-mail clients now separate e-mails into different tabs. For example, Outlook has an “Other” tab, and Gmail has tabs for different types of e-mails, such as promotional.

Tip: Click the link within 60 minutes

For security reasons the link will expire after 60 minutes. Try submitting the login form again and wait a few seconds for the e-mail to arrive.

Tip: Only click once

The link will only work one time – once it’s been clicked, the link won’t log you in again. Instead, you’ll need to go back to the login screen and generate a new link.

Tip: Delete old login e-mails

Make sure you’re clicking the link on the most recent e-mail that’s been sent to you. We recommend deleting the e-mail once you’ve clicked the link.

Tip: Check your security policies

Some security systems will automatically click on links in e-mails to check for phishing, malware, viruses and other malicious threats. If these have been clicked, it won’t work when you try to click on the link.

Need to change your e-mail address?

For security reasons, e-mail address changes can only be complete by your Member Engagement Manager. Please contact the team directly for further help.

Still got a question?