Värnamo Municipality is seeking separate physical and digital gift-card suppliers for gifts to employees and elected representatives, with a combined estimated contract value of SEK6 million for 2027-2030. [S01]
The notice was issued October 8 and first published October 9. The public announcement date is separate from the document’s preparation date. [S01]
The October 9 tender sets higher maximum ceilings of SEK6 million for physical cards and SEK2 million for digital cards. Those ceilings total SEK8 million, but are distinct from the municipality’s expected purchasing values.
The notice’s overall amount field is SEK8 million, matching the combined ceilings. Its detailed description separately identifies SEK4.8 million and SEK1.2 million as estimated contract values; the comparison below retains that distinction. [S01]
Previous purchases show the starting format mix
The notice reports approximately SEK1.08 million of physical gift-card purchases and SEK135,000 of digital purchases during 2025. Those figures describe one earlier year; they should not be compared directly with four-year estimates as a growth rate. [S01]
Physical cards accounted for most reported 2025 purchases
Approximate purchase value reported by Värnamo for the completed 2025 calendar year.
SEK purchased in 2025
Tap or hover for details. All values are also available in the data table.
Source
One municipality’s approximate annual purchases, not national market shares or recipient redemption. The four-year framework estimates below cover a different period and cannot be used as a like-for-like growth comparison.
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| Category | SEK purchased in 2025 |
|---|---|
| Physical gift cards | 1,080,000 SEK purchased in 2025 |
| Digital gift cards | 135,000 SEK purchased in 2025 |
The municipality plans one framework supplier for each format. Separating the lots makes physical and digital delivery distinct purchasing requirements without establishing a general switch from one format to the other.
Christmas demand remains a management choice
Värnamo expects the largest orders ahead of Christmas, but expressly says volumes can vary and cannot be guaranteed. Managers decide whether staff receive gift cards or another Christmas gift, and the municipality retains the right to procure other gift types separately. [S01]
Värnamo’s estimates and ceilings for the new term
Published procurement amounts for the planned January 1, 2027 to December 31, 2030 framework.
SEK million
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Source
Procurement estimates and maximum limits, not guaranteed orders, loaded card balances or realised supplier revenue.
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| Category | Estimated value | Maximum ceiling |
|---|---|---|
| Physical gift cards | 4.8 SEK million | 6.0 SEK million |
| Digital gift cards | 1.2 SEK million | 2.0 SEK million |
That limits what the headline value can establish for suppliers. The framework offers access to future orders within each ceiling, while annual demand still depends on benefit decisions.
Tenders are due November 11, with the planned framework running from January 1, 2027, through December 31, 2030. No supplier selection or completed spending under the new arrangement is reported in the notice. [S01]
Photograph: Rasmus 28, September 11, 2010, Wikimedia Commons. Licensed under CC BY 3.0. The photograph is resized and cropped for responsive and social images.
In this article
Daniel Brooks
Daniel Brooks covers payment networks, financial technology, payment security, gift card fraud and PCI DSS for Gift Card News.