NEW: EMEA Consumer Research Report: Part 2

EMEA Consumer Research Part 2

Back in January 2021 we commissioned a brand-new survey into the consumer attitudes towards gift cards since the onset of the COVID-19 pandemic. Six months on and we’ve reached out to another 15,000 consumers across the EMEA region. This time we have further drilled down into the topics that are most interesting to the wider gift card industry, including the likes of self-use and the omnichannel approach.

Covering 14 countries, this report specifically looks at the types of cards purchased, the growth of self-use, the increase in online purchasing, and what retailers should expect from the all-important peak Christmas season.

The data clearly shows a shift towards a more confident consumer market, with some interesting insights into the ways in which retailers should further consider how and where they are meeting their customers.

From reading this report, you will gain insight into:

  • Post COVID-19 attitudes and consumer confidence in gift cards
  • Single-brand cards vs. multi-retailer cards
  • Self-use vs. gifting
  • Online vs. in-store
  • Bringing digital in-store
  • Planning for peak

Download the report today using the form to your right-hand side. If you’d like to speak to a Blackhawk Network expert about becoming a partner, uplifting your gift card programme or how to best engage your consumers in 2022, please feel free to reach out.


We were pleased to present this research at our recent Retail Summit. Following the keynote speech that unveiled the big stats, there were a number of insight sessions throughout the day led by Blackhawk Network experts. These sessions took a deeper look at hot industry topics, building on the research data with further context for our partners. You can watch all of the presentations on-demand here.