YouGov-YOUGotaGift study reveals nearly seven out of 10 Saudi nationals favor gift cards over conventional presents

A recent study found that nearly seven out of 10 (68%) Saudi nationals preferred gift cards over traditional gifts, a significant finding with a considerable impact on employers and brands alike. The online survey was conducted by YouGov, a global research data and analytics tech group, in partnership with YOUGotaGift, the leading marketplace for digital gift cards in MENA, polling over 1,000 KSA respondents.

The study revealed that two-thirds of KSA consumers (67%) opt for gift cards instead of traditional gifts. Saudi nationals had a marginally higher preference for gift cards at 68% versus 65% for expats. The survey also confirmed the rising popularity of gift cards in the Kingdom, noting that 61% of KSA consumers have purchased or received a gift card in the past six months or more, with 37% indicating they bought or received a gift card in just the previous six months.

Husain Makiya, CEO of YOUGotaGift, said, "Over the years, gift cards have surged in popularity due to their flexibility, ease of use, and convenience for both consumers and businesses. This new study offers valuable insights into Saudi nationals' and expats' changing gift card preferences, highlighting a strong desire for innovative digital gifting options that offer freedom of choice and flexibility."

For businesses, the survey revealed new opportunities to reshape the employee experience by adjusting how they reward and incentivize employees. The study showed that four in five (78%) KSA employees preferred gift cards to traditional corporate gifts. This held true for both Saudi nationals (77%) and expats (78%). Female employees showed a stronger preference for receiving a gift card (81%) than male employees (76%). As employees advance in their careers, the choice of rewards becomes more poignant, with an average of 82% of those earning over SAR 5,000 per month showing a greater preference for gift cards. 

The survey delved into various demographic segments, uncovering nuanced gift card preferences. Sixty-nine percent of KSA consumers aged 18-44 preferred gift cards over traditional gifts, while 61% of those over 45 favored gift cards over conventional presents. The appetite for gift cards was particularly pronounced among females (69%), married individuals with children (71%), and working professionals (71%). 

As the gift card industry continues its rapid global growth, driven by shifting consumer preferences and the unmatched convenience of digital solutions, YOUGotaGift is at the forefront of this transformation. As a leading digital gift card marketplace, YOUGotaGift enables businesses and individuals to create memorable, personalized gifting and rewarding experiences through its carefully curated network of digital and physical gift cards from top brands across various regional markets.

YOUGotaGift partnered with YouGov's Omnibus to conduct the online survey across KSA. It took place between February 20 and 27, 2024, with 1,006 respondents participating.