E-gift cards are on the rise in the UAE with sales increasing by almost 50 per cent over the past year.
The surge is driven by a millennial movement - the first truly digital generation who like the speed and convenience of ordering online, and the fact new technology advances allow the process to be instant and personalised more than ever before.
The statistics, released by UAE-based YouGotaGift.com, reveal that nearly half of e-gift card purchases are made locally, while the rest are coming from more than 100 countries, including the UK (18 per cent), US (nine per cent), Australia (five per cent) and India (three per cent).
Convenience is clearly key for buyers; with 30 per cent of e-gift card purchases completed via mobile transaction, an area that has grown by an incredible 154 per cent over the past year.
In addition to this, gift buyers are getting creative and choosing to use the personalisation options, with over 40 per cent of those sent using photo and video features.
"I think there has been a bit of a stigma to sending a gift card in that it shows you have not made the effort to go to a shop," said Laura Casey, a mother-of-two from Dubai. YouGotaGift.com offers the most convenient way to send gifts to loved ones in the UAE. Visit YouGotaGift.com to choose from over 90 retail brands including Toys "R" Us, Mall of the Emirates, Virgin Megastore, Vox Cinemas and Nike among others.
"The youngsters are all about technology now and they get much more freedom from an e-gift card and so it makes sense. I see on the Mum's groups the shift happening and it mirrors a lot of the changes to digital in all parts of day-to-day life." Husain Makiya, Co-founder and CEO of YouGotaGift.com. "Traditionally Gift Cards have not been popular here in the Middle East because retailers don't promote them effectively in-store, and some consumers may find them impersonal."
Around 60 per cent of respondents to YouGotaGift.com stated that they would love to receive a gift card that gives them the freedom to treat themselves to something they would really like.
"Looking at our own sales statistics, it is clear that choice is number one priority for buyers when gifting, with 35 per cent of total purchases for our YouGotaGift.com eGift Card which can be redeemed at more than 90 retail brands."
