The Most Popular Gift Cards in the Netherlands in 2025
Gift cards have become an integral part of the Dutch retail landscape. They combine convenience with ultimate freedom of choice, perfectly aligning with modern consumer behaviour. In 2025, the gift card market continues to grow steadily, with a clear shift towards digital delivery, unique experiences, and branded gift cards.
Curious about what to give or how the market is evolving? Below are the ten most popular gift cards in the Netherlands for 2025, based on popularity, usage, and current market trends.
The Top 10 Most Popular Gift Cards
- Multi-Choice Gift Card / All-in-1 Card: This remains the undisputed number one. Its strength lies in maximum flexibility: the recipient can exchange one card for hundreds of other brands. A safe and highly appreciated choice for any occasion.
- Bol. Gift Card: Bol. (formerly Bol.com) remains an absolute favourite. Thanks to its massive assortment, recipients always find something they want, from the latest electronics to books and home decor.
- VVV Gift Card: A classic that stays relevant. The VVV card is widely accepted at tens of thousands of shops, webstores, and local attractions throughout the Netherlands.
- Coolblue Gift Voucher: For fans of electronics and gadgets, Coolblue is the standard. Their vouchers are popular due to excellent service and a specialised product range.
- National Cinema Voucher (Bioscoopbon): ‘Experience’ gifts are performing exceptionally well in 2025. The Cinema Voucher is a timeless gift for a great night out.
- Zalando Gift Card: Fashion and lifestyle are strong growers. Zalando scores high due to its enormous range of brands and the convenience of free shipping and returns.
- Book Voucher (Boekenbon): This remains a stable top 10 contender. Beyond physical books, the card is increasingly used for e-books and audiobooks in 2025.
- 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): Particularly among younger demographics, gaming and streaming credits are in high demand, used daily for entertainment and in-game purchases.
- Festival Gift Card: The big newcomer of 2025. This card taps into the massive demand for live experiences and has become the favourite summer gift for festival-goers.
Key Gift Card Trends in 2025
The transition from physical to digital has become definitive in 2025. Consumers now expect a gift card to arrive in their inbox instantly and be easily stored in their smartphone wallet.
Furthermore, gift cards are being used more strategically as:
- Incentives: Companies use cards as rewards for staff performance.
- Marketing Tools: Brands deploy their own branded gift cards to boost loyalty and keep value within their own ecosystem.
- Lead Generation: Gift cards are used as a low-barrier way to introduce new customers to a brand.
Conclusion
The most popular gift cards of 2025 are flexible, mobile-friendly, and often linked to a specific brand. Whether it’s a personal gesture or a corporate marketing tool, the gift card is more relevant than ever in 2025.
Author: Jan-Alix Kruizinga
December 4, 2025
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