As Eid Al Adha festivities begin, UAE consumers are tapping into eGift cards or digital gift cards, combining the age-old custom of Eidiya with the modern need for convenience, flexibility, and personalization.
A recent survey by YOUGotaGift and YouGov revealed that nearly three out of five UAE consumers (62%) favoured receiving gift cards from a preferred brand over traditional gifts. Furthermore, 77% of Emirati consumers indicated a stronger preference for a gift card over a traditional gift.
YOUGotaGift, the leading marketplace for digital gift cards in the Middle East and North Africa (MENA), has noticed an increased uptake in Eidiya eGift Card purchases year-over-year since 2022. This growth trajectory indicates a broader consumer trend toward digital solutions offering convenience and a personalized touch.
To better understand consumer preferences, the company partnered with YouGov, an international online research data and analytics technology group, to conduct an online survey of over 1,000 UAE respondents.
Husain Makiya, CEO, YOUGotaGift, commented, “Gift cards have grown in popularity over the years, given their versatility, convenience, and ease of use among consumers and businesses alike. 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.”
Perhaps one of the most compelling findings pertains to the corporate domain, where 68% of employed respondents indicated their preference for receiving gift cards rather than traditional corporate gifts from their employers. This revelation presents organizations with a well-timed avenue to explore innovative employee engagement, recognition, and rewards centered 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. Organizations 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 programs that resonate with this tech-forward workforce,” added Makiya.
Nearly four out of five (77%) of Emirati employees said they prefer gift cards over conventional corporate rewards, compared to 67% of expatriates. This bias towards gift cards grows as employees climb the income ladder, with an average of 76% of employees earning over AED 10,000 a month choosing a gift card over other traditional rewards.
The survey also reiterated the growing adoption of gift cards in the country, highlighting that more than three out of five (66%) of UAE consumers have bought or received a gift card in the previous six months or more, with nearly four in 10 (39%) saying they purchased or received a gift card in the six months prior.
The survey delved into various demographic segments, uncovering nuanced gift card preferences. It found that the appetite for gift cards was particularly pronounced among males (64%), married individuals (65%), and working professionals (64%).
Notably, the results underscore a robust appetite for gift cards across all age groups in the UAE, with a pronounced preference towards digital gift card (eGift card) solutions. More than half of UAE consumers (54%) said they prefer an eGift card to a physical one. In addition, younger consumers (between 18-44 years) showed a higher preference for eGift cards at 54%, compared to 51% of those over 45.
As the gift card industry continues its meteoric global expansion, fueled by changing consumer preferences and the unparalleled convenience of digital solutions, YOUGotaGift stands at the forefront of this transformation. A pioneering gift card solutions platform, YOUGotaGift empowers businesses and individuals alike to deliver memorable, personalized, rewarding and gifting experiences through its meticulously curated catalog of digital and phygital gift cards from prestigious brands across diverse markets regionally.
tanvir@dubainewsweek.com
