Gift cards aren’t just for birthdays and stocking fillers anymore - they’ve become big business. If you’re only focusing on consumer gifting, you’re not making the most of a powerful growth engine: B2B.
From employee perks and customer incentives to cashback platforms and loyalty programs, brands with a strong B2B gift card strategy are already reaping the rewards. So, what’s all the buzz about? And why is now the time to plug into it?
Let’s dive in. 🚀
The B2B gift card industry is booming 💥
The corporate gifting space is growing fast, and gift cards are at the heart of it.
In fact, recent data shows that B2B gift card sales now make up over 70% of the total market in the UK, and it’s still climbing. Businesses are using branded gift cards to:
- Reward employees in recognition and wellness programs
- Incentivise customers with cashback or loyalty rewards
- Fuel affiliate and influencer campaigns
- Deliver instant refunds, exchanges, or goodwill gestures
The result? A huge, often untapped, channel that brings incremental volume, repeat purchasing, and long-term brand loyalty.
Why brands are getting on board 🛍️
The smartest retailers are treating B2B like a new sales channel - because that’s exactly what it is.
Unlike the seasonal peaks and troughs of consumer gifting, B2B demand is year-round. It’s consistent, scalable, and opens up opportunities in sectors you might not typically target: finance, tech, HR, travel, insurance, even government.
Plus, the flexibility of digital gift cards means you can deliver rewards instantly, at scale, across multiple regions - all while keeping your brand front and centre.
Think beyond gift card discounts 🔍
This isn’t about pushing deep discounts or selling bulk cards at rock-bottom prices. A great B2B strategy is about targeted partnerships, value alignment, and smart margin management.
At Tillo, we help brands create B2B gift card strategies that work for their business, which means:
✅ Finding the right partners and channels
✅ Setting commercial terms that protect your margins
✅ Launching quickly, with full tracking and reporting
✅ Maintaining brand control across all touchpoints
Because the right B2B distribution doesn’t just drive sales - it amplifies your brand in the right places.
Let's make it happen
If your current gift card strategy is focused on consumer eCommerce, you’re already off to a great start - but there’s an even bigger opportunity waiting in the wings. B2B might not always get the spotlight, but it’s where the real magic happens when it comes to volume, consistency, and long-term growth.
By expanding into B2B, you can complement your consumer efforts, unlock new revenue streams, and build brand visibility across entirely new sectors. It’s not about shifting focus - it’s about scaling smart.
Ready to unlock the B2B opportunity? Get in touch, we’ve got the tech, team, and know-how to grow your gift card program in all the right places.
