Whether you’re new to the employee reward landscape or regularly reward your team, we’ve got the ultimate guide to employee Gift Cards in Ireland – from physical cards to digital cards, the Small Benefit Exemption to why local Gift Cards are so popular in the country. Let’s dive in.
What types of rewards are available as employee gifts?
Paper vouchers were once the de facto standard for employee rewards in Ireland but with changes in payment trends came the move to physical Gift Cards. Physical cards offer many advantages over traditional paper vouchers, such as increased security, and a Gift Card format that feels more in-line with customer expectations. Cue to today, and Irish towns, cities and regions including Letterkenny, Kilkenny, Carndonagh, Waterford, Donegal and Wexford have evolved their paper vouchers to high-tech local Gift Cards with Town & City Gift Cards. Available as both physical cards that are swiped at the till point or digital Gift Cards that are added to digital wallets, these local Gift Cards are reducing the administration involved in operating paper programs for Irish towns and cities. And for employers, access to local-first, physical and digital cards is enabling them to add a local option to their rewards strategy or employee recognition platform. The ability to add a personalised message from the company in either physical or digital cards adds the personal touch, contributing to positive workplace culture.
Why are employee Gift Cards so popular in Ireland?
Gift Cards are ever popular in Ireland as a way to reward the hard work of team members thanks to the generous gifting culture in the country, spearheaded by the Irish Revenue’s Small Benefit Exemption scheme. The Small Benefit Exemption scheme allows companies to gift payrolled employees and directors up to five small non-cash benefits each year up to a value of €1,500, free of PAYE income tax, USC (universal social charge) and PRSI (pay related social insurance). As the Small Benefit Exemption can only be used for non-cash rewards, gift vouchers and Gift Cards are popular ways to distribute small benefits to Irish employees, allowing employees choice and flexibility in how they spend their reward. The UK equivalent Trivial Tax Benefit sits at just £50, however, a July 2025 ‘It’s Not Trivial’ campaign from the GCVA and supported by Miconex, founders of the Town & City Gift Card concept, is encouraging the UK government to increase the limit from £50.
Why do employees want Gift Cards in Ireland?
The value of corporate gifting in Ireland is set to reach over €760 million in 2025. Of course, one of the main reasons that employees want to receive Gift Cards over cash bonuses is the fact they’ll receive the full benefit of the reward. In 2025 Miconex research, 83% of employees said they’d prefer to receive a tax free Gift Card over cash through payroll. But that’s not the only reason. Studies show that people will treat rewards and incentives given as cash vs. Gift Cards differently, even in the case of the funds being economically identical. There’s the sense that the hedonic value of the Gift Card gives the employee permission to use the Gift Card as they wish, with most positive memories vs. cash paid alongside salary. And they can be a powerful tool in boosting employee morale too with GCVA data finding that 56% of people would be positively influenced by a Gift Card.
What are multi-store Gift Cards?
Multi-store Gift Cards, also known as multi-retailer Gift Cards, are cards that can be spent with more than one retailer and are steadily increasing in popularity as corporate gifts for a simple reason – choice. GCVA data found that 38.7% purchased multi-store Gift Cards in May 2025, up from 37.5% in May 2024, while single brand Gift Cards decreased in popularity. For organisations rewarding employees, multi-store Gift Cards are often seen as thoughtful gifts because they offer employees a variety of brands to spend the reward with, catering to a wide variety of employee preferences. Town & City Gift Cards extend the multi-store concept further as not only can they be spent with stores, they can be spent with hospitality, salons, attractions, hotels and services too, making them both multi-store and multi-sector.
What is the best Gift Card for employees in Ireland?
For employee appreciation, and as an alternative to generic branded merchandise, the default for many employers can be Amazon Gift Cards but increasingly, Irish employers are taking a different route to finding the perfect gift for their staff through Town & City Gift Cards. Available for 13+ towns and cities in Ireland, these local Gift Cards are multi-store and Mastercard backed and can be spent with a wide range of Irish businesses, from shops to restaurants, attractions to hotels, salons to services. Town & City Gift Cards have to be spent in person with local businesses, driving footfall and spend, and allowing Irish employers to tangibly demonstrate their company values around corporate social responsibility through their employee recognition schemes, positively impacting company culture.
Why are local Gift Cards popular as employee rewards in Ireland?
Shop local has been a powerful force in Ireland for many years. The recent challenges placed upon business communities, from the pandemic to the cost of living crisis, has only served to further highlight the importance of local support to ensure the longevity of local businesses. And the need to support local is felt by both employees and their employers. In 2025 Miconex research, 89% of organisations said supporting local businesses was important to their organisation and 94% of employees said it is important that the organisation they work for supports local businesses. Research has also demonstrated the power of Town & City Gift Cards to drive spend into Irish towns and cities quickly, with almost 90% of people who receive a Gift Card making a specific visit into the town or city to spend it, typically within 1-3 months. Alongside the support for local, the other key reason local Gift Cards are popular is the choice they offer. As the only Gift Card that offers the big brands they know with the local businesses they love, Town & City Gift Cards allow organisations to give their people unbeatable local choice, catering to individual preferences and a gateway to all kinds of memorable experiences in their local area – from meals out to days out, shopping trips to pampering. In essence, Town & City Gift Cards allow the recipient to choose the right gift for them, from practical uses like buying their Christmas shop to treats like new clothes.
What reasons do employers give Gift Cards in Ireland?
There are numerous reasons that Irish businesses give Gift Cards to their employees including as part of their recognition efforts, within employee engagement initiatives, to show appreciation for a job or project completed well, to boost job satisfaction, within employee wellness programs or to help create a positive workplace culture or work environment. Other popular reasons for employers to hand out Gift Cards to their team are in celebration of special occasions such as work anniversaries. In 2025 Town & City Gift Card research, the time of year played a large role in when employers reward their people with 39% of employers using the holiday season as a reason to hand out Gift Cards to their staff as Christmas gifts. 35% said they offer Gift Cards year round and 18% at the end of the tax year.