Diggecard highlighted 8.2% growth in the business-to-business gift card market in the first half of 2020, citing GCVA industry analysis. Its October 2020 review contrasted that result with an overall contraction in the gift card market during the disruption caused by the pandemic.

The article also marked one year since the Diggecard teams came together in October 2019. The company said the subsequent period had brought a faster shift in consumer behaviour and new pressure on retail and leisure businesses.

For retailers, Diggecard recommended making a digital gift card available, improving its personalisation and supporting online redemption where possible. It connected those choices with increased online shopping and with gifts that had to reach recipients remotely.

The company identified employee engagement and customer loyalty programmes as business uses for digital cards, including Christmas gifting for staff working away from an office. It also argued that corporate distribution could put a retail brand in front of reward, incentive and member-programme buyers.

Diggecard described options for small retailers and hospitality operators to launch and manage their own cards, alongside technology modules and advisory support for larger businesses. Its central point was that B2B demand offered a distinct sales channel during a period when the wider market was under pressure.

The 8.2% growth figure relates specifically to the first half of 2020. Diggecard's subsequent discussion of opportunities and planned launches for 2021 did not change the period measured by that research.