Gift cards have become a fixture of the Dutch retail landscape. They combine convenience with complete freedom of choice and fit perfectly with modern buying habits. In 2025 the gift card market continues to grow steadily, with the focus shifting to digital cards, unique experiences and brand gift cards. So which gift cards are the most popular?
Wondering what to give or what the market is doing? Below you will find the ten most chosen gift cards in the Netherlands in 2025, based on popularity, usage and current market trends.
The Top 10 Most Popular Gift Cards
- Choice Gift Card / All-in-1 gift card
This card has been number one for years. Its strength is maximum flexibility: the recipient exchanges one card for hundreds of other brands. A safe and appreciated choice for any occasion. - Bol. gift card
The Bol. gift card (formerly Bol.com) remains an absolute favourite. Thanks to the huge range, the recipient always finds something, from the latest electronics to books and homeware. - VVV Gift Card
A classic that stays relevant. The VVV Gift Card can be used at tens of thousands of shops, webshops and local outings across the Netherlands. - Coolblue gift voucher
For lovers of electronics and gadgets, Coolblue is the standard. The voucher is popular because of the excellent service and specialist range. - Nationale Bioscoopbon
Gifts in the "experience" category are doing well in 2025. The cinema voucher is a timeless gift for a fun night out. - Zalando gift card
Fashion and lifestyle are growing strongly. Zalando scores highly thanks to its huge choice of brands and the convenience of free delivery and returns. - Boekenbon
The book voucher remains a steady top 10 fixture. Besides printed books, in 2025 the card is also widely used for e-books and audiobooks. - Apple Gift Card
Digital content is gaining ground. The Apple Gift Card is essential for apps, iCloud storage, music, films and subscriptions within the Apple ecosystem. - Gaming & Streaming codes (e.g. PlayStation, Netflix)
Gaming and streaming credit cards are in huge demand, especially among younger audiences. They are used daily for entertainment and in-game purchases. - Festival Gift Card
The big newcomer of 2025. This card taps into the huge demand for live experiences and is the favourite summer gift for festivalgoers.
Key Gift Card Trends in 2025
The shift from physical to digital is complete in 2025. Consumers expect a gift card to arrive in their inbox instantly and to be easy to store in their smartphone wallet.
We also see gift cards being used more strategically:
- Incentives: Companies use cards to reward staff.
- Marketing tools: Brands use their own branded gift cards to increase loyalty and keep value within their own ecosystem.
- Lead generation: Gift cards are used to introduce new customers to a brand in an accessible way.
In short
The most popular gift cards of 2025 are flexible, mobile friendly and often tied to a specific brand. Whether it is a personal gesture or a business marketing tool, the gift card is more relevant than ever in 2025.
