Business

 As Eid Al Adha approaches, a significant majority of UAE consumers are opting for eGift cards or digital gift cards, blending the traditional custom of Eidiya with modern preferences for convenience, flexibility, and personalization. A recent survey by YOUGotaGift and YouGov indicates that nearly three out of five UAE consumers (62%) favor receiving gift cards from their preferred brands over traditional gifts. Additionally, 77% of Emirati consumers express a stronger preference for gift cards.

YOUGotaGift, the leading marketplace for digital gift cards in the Middle East and North Africa (MENA), has observed a steady increase in Eidiya eGift Card purchases year-over-year since 2022. This trend reflects a broader consumer shift towards digital solutions that offer convenience and a personal touch. The survey, conducted online with over 1,000 UAE respondents, provided insights into these evolving preferences.

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

The survey also uncovered a significant preference for gift cards in the corporate sector, with 68% of employed respondents favoring gift cards over traditional corporate gifts from their employers. This finding suggests an opportunity for organizations to enhance employee engagement, recognition, and rewards through innovative gift card offerings.

“The UAE is home to a digitally savvy youth population, supported by government initiatives in the digital realm. Organizations must adapt to these changing reward patterns and preferences. Digital gift cards are an excellent way to drive engaging employee rewards programs that resonate with this tech-forward workforce,” added Makiya.

The survey revealed that 77% of Emirati employees prefer gift cards over conventional corporate rewards, compared to 67% of expatriates. This preference is particularly strong among higher-income employees, with 76% of those earning over AED 10,000 a month choosing gift cards over traditional rewards.

Additionally, the survey highlighted the growing adoption of gift cards in the UAE, with 66% of consumers having bought or received a gift card in the past six months. Nearly 39% reported purchasing or receiving a gift card within the six months prior to the survey.

Demographic insights showed a pronounced preference for gift cards among males (64%), married individuals (65%), and working professionals (64%). Moreover, more than half of UAE consumers (54%) prefer eGift cards to physical ones, with younger consumers (18-44 years) showing a higher preference (54%) compared to those over 45 (51%).

As the gift card industry continues its rapid global expansion, YOUGotaGift remains at the forefront of this transformation, offering businesses and individuals memorable, personalized, and rewarding gifting experiences through a curated catalog of digital and physical gift cards from prestigious brands.

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