News
Read time 4 mins
Author Sophia 🌱
Against the stunning backdrop of the Swan at the Globe, we welcomed a room of customers to the TilloConnect Buyer Brunch - a morning dedicated to shaping the future of the gift card industry, exploring the latest trends, and fostering stronger relationships between buyers and brands.
As the city woke up outside, the room inside buzzed with discussion, strategic thinking, and collaborative energy, proving once again that when the industry comes together, the possibilities are endless.
We kicked off the morning with an open conversation about the evolution of the gift card industry over the past year, how the landscape has changed, what challenges remain, and where the biggest opportunities lie for the year ahead.
Setting the tone for the discussion, David Wall, shared exclusive insights and data from the Tillo platform, revealing key trends in buyer activity, the most in-demand use cases, and shifting consumer behaviours across sectors. This deep dive into real-world performance helped bring to life how gift card distribution is evolving and the opportunities that lie ahead.
One thing was clear: gift cards are more than just a product; they are a powerful tool for engagement, customer acquisition, and alternative payment solutions. Over the past year, we’ve seen incredible growth in areas such as:
At the same time, challenges persist. Market saturation, regulatory complexity, and shifting consumer behaviors mean that brands and buyers must work smarter to stand out. The group shared valuable perspectives on what’s needed to unlock further growth, including better education for brands, improved cross-border functionality, and a renewed focus on customer experience to ensure that every touchpoint adds value.
This session wasn’t just about looking back; it was about shaping the road ahead together. With live polls, word cloud exercises, and candid conversations, it was clear that while the industry is evolving rapidly, those who stay agile, innovative, and collaborative will thrive.
Peak season is always a focal point for brands and buyers alike, and this year’s discussion highlighted some significant shifts in consumer behavior.
Black Friday, once the undisputed king of peak season promotions, isn’t as dominant as it used to be. Instead, we’re seeing a rise in extended discounting periods, earlier promotions, and a shift in consumer buying habits. Many brands are now launching their offers in early November, capturing demand before competitors even announce their sales.
At the same time, consumers are becoming more strategic and price-savvy than ever. They are:
Another key shift is the growing popularity of cashback as an alternative to traditional discounting. Instead of reducing prices outright, brands are exploring ways to offer added value whether through gift card incentives, bonus cashback, or exclusive loyalty perks.
The message was clear: flexibility and adaptability will define peak season success moving forward. Brands and buyers must align their strategies to meet these changing demands, ensuring that promotional activity remains relevant, impactful, and tailored to consumer needs.
Another standout theme of the morning was the importance of stronger collaboration between buyers and brands. Whether it’s navigating peak season, expanding into new markets, or launching innovative new campaigns, relationships are at the heart of success in the gift card industry.
We explored how brands and buyers can work together to:
As one of our speakers put it, "It’s not just about selling more - it’s about creating meaningful, long-term growth opportunities that benefit everyone involved."
Jigsaw Business Solutions’ Katie Cannon shared key insights into what brands really want from their partnerships - from understanding their promotional constraints to ensuring that offers align with their overall business goals. Buyers who position themselves as strategic partners, rather than just distributors, will see the strongest long-term gains.
With the industry evolving at pace, it was only fitting to end the morning with a look at what’s next for Tillo and the wider ecosystem.
Innovation continues to be at the core of everything we do, and with new opportunities emerging in prepaid gift cards, alternative payment solutions, and expanded international coverage, the next 12 months promise to be transformational.
At Tillo, we are constantly investing in our platform, ensuring that our partners have access to:
With plans to expand into 11 new markets, add thousands of brands to our ecosystem, and enhance our StoreFront offering, the message was clear: there has never been a better time to be in the gift card industry.
Of course, no TilloConnect event would be complete without great food and even better company. As the discussions wrapped up, guests enjoyed a delicious brunch, taking the opportunity to connect, share ideas, and forge new relationships, all while soaking in the incredible views from the balcony room at The Swan at the Globe.
As plates were cleared and conversations continued, one thing was evident: TilloConnect is more than just an event series, it’s a movement. A space for collaboration, connection, and progress.
With another successful Buyer Brunch in the books, we’re taking TilloConnect to even greater heights. Building on its growing success in the UK, we’re thrilled to be expanding the series into the US, bringing together buyers and brands across new markets to foster even more opportunities for collaboration and growth.
Closer to home, we’ve got our next Brand Brunch just around the corner, offering another exclusive opportunity for brands to gain fresh insights, refine their strategies, and connect with industry peers. And, of course, all eyes are on our flagship event - The TilloConnect Summit, set to be our biggest and boldest gathering yet.
Want to be part of the conversation? Reach out to your Tillo account manager to find out how you can get involved in future TilloConnect events.
