Runa has identified five gift card themes it expects to shape merchant programs in 2026: B2B promotion, recipient choice, wallet access, security and broader payout use. The outlook was published on December 30, 2025 and draws on the company’s distribution activity.

Runa said it ran more than 400 B2B promotional campaigns across nine countries during 2025, involving over 50 merchants and more than 65 enterprise customers. It reported average merchant returns of 21 times investment and a 75% lift in redemption against baseline activity; these are Runa’s reported campaign metrics.

The company recommends placing gift cards in reward experiences where recipients can choose their preferred brand. It argues that choice can improve relevance and encourages merchants to consider the whole claim and redemption journey.

Wallet compatibility is another focus, with Runa recommending formats that are easy to access from a phone. On security, it highlights code delivery, transaction monitoring and fraud detection as parts of the same operating process.

The final prediction concerns use beyond seasonal gifts, including rebates, loyalty redemptions, partner incentives and customer retention campaigns. Runa presents these as opportunities for merchants to reach business buyers throughout the year.

Its recommendation is to connect distribution, recipient experience and controls when planning a gift card program, rather than treating each as a separate channel decision.