In the vibrant and culturally rich regions of the Middle East, Australia, and New Zealand, gifting is a cherished tradition deeply rooted in expressions of generosity, respect, and connection. From festive occasions like Eid, Ramadan, Christmas, and Diwali to personal milestones such as weddings and birthdays, gifting strengthens bonds and conveys heartfelt sentiments. However, choosing the perfect gift or handing over cash can often fall short of expectations. Enter gift cards—a modern, versatile, and thoughtful solution that perfectly aligns with the gifting cultures across these regions, surpassing both traditional gifts and cash. Every major brand should embrace offering its own gift cards to cater to these dynamic markets, and with partners like Oxygen Global, a leading prepaid card program manager with over two decades of experience, launching these programs is seamless through their proprietary plug-and- play business model.

What Are Gift Cards?

A gift card is a prepaid card loaded with a specific monetary value, redeemable at designated retail stores or online platforms. Unlike traditional gifts, which may miss the mark, or cash, which can feel impersonal, gift cards strike a balance by offering choice within a curated experience. Available in various forms and denominations, gift cards are issued by brands to streamline purchases, making them a seamless and meaningful gifting option.

In the Middle East, Australia, and New Zealand, where gifting is often a grand gesture, gift cards provide a practical yet personalised way to honour this tradition. Oxygen Global, with nearly 250 managed prepaid programs across Asia-Pacific, India, the Middle East, Australia, and New Zealand, specialises in helping brands deploy these solutions effortlessly, leveraging its innovative middleware platform for rapid market entry.

How Do Gift Cards Work?

Gift cards come in two primary types: open-loop and closed-loop, each catering to different preferences while offering unmatched convenience.

Open-Loop Cards

Open-loop gift cards, such as those issued by Visa, Mastercard, or American Express, are accepted wherever these payment brands are supported. These cards allow recipients to shop across a wide range of stores, both locally in the GCC, Australia, and New Zealand, and globally, offering unparalleled flexibility. For instance, a Visa gift card can be used at a luxury boutique in Dubai Mall, a department store in Sydney, or an online retailer in Auckland, making it ideal for the diverse shopping preferences across these regions. Oxygen Global’s expertise in prepaid issuance enables brands to integrate open-loop solutions quickly, ensuring compliance and scalability in regional markets.

Closed-Loop Cards

Closed-loop gift cards are tied to specific brands, such as Noon, Amazon, Jashanmal Bookstore, or retailers like Kmart and JB Hi-Fi in Australia and New Zealand. These cards are perfect for recipients with known preferences, allowing them to indulge in products or services from their favourite retailers. For example, a Noon gift card enables shopping for electronics, fashion, or home goods on a platform widely popular in the UAE and Saudi Arabia, while a Kmart gift card caters to budget-conscious shoppers in Australia, and a Jashanmal Bookstore gift card appeals to book lovers and tech enthusiasts in the Middle East.

Both types are available as physical cards, purchased in-store, or digital eGift cards, delivered instantly via email or mobile apps. This dual format aligns perfectly with the tech-savvy and fast-paced lifestyles of the Middle East, Australia, and New Zealand, where convenience is highly valued. Through Oxygen Global’s plug-and-play model, brands can launch both formats with minimal setup, utilising their proprietary software for flexible program management and real-time performance insights.

Why Gift Cards Are Superior to Traditional Gifts and Cash

Gift cards stand out as the ultimate gifting choice in the Middle East, Australia, and New Zealand, offering distinct advantages over traditional gifts and cash. Here’s why they resonate so well with the gifting cultures of these regions:

1. Personalised Freedom with Thoughtful Intent
   In the Middle East, Australia, and New Zealand, gifts are often chosen to reflect the giver’s care and understanding of the recipient. However, selecting the right traditional gift can be challenging, risking disappointment if it doesn’t align with the recipient’s tastes. Cash, while flexible, can feel transactional and lack the emotional warmth expected in these gifting cultures. Gift cards bridge this gap by offering recipients the freedom to choose exactly what they want within a curated brand experience. For example, a Sephora gift card delights beauty enthusiasts in Dubai or Melbourne by allowing them to select their favourite makeup or skincare products, while a JB Hi-Fi gift card excites tech enthusiasts in Auckland with access to the latest gadgets. This balance of choice and thoughtfulness ensures the gift feels personal and meaningful. Oxygen Global’s tailored prepaid solutions help brands customise these experiences, enhancing customer engagement across diverse markets.
2. Unmatched Convenience
   The fast-paced lifestyles in cities like Dubai, Riyadh, Sydney, and Auckland demand gifting solutions that are quick and efficient. Gift cards are easy to purchase, whether in-store at major retailers like Carrefour, Woolworths, or The Warehouse, or online through platforms like Amazon or Trade Me. eGift cards, in particular, can be sent instantly to a recipient’s email or WhatsApp, a feature that resonates with the widespread use of digital communication across these regions. Unlike traditional gift shopping, which requires time and effort, or cash, which requires an envelope and in-person delivery, gift cards offer a hassle-free experience for both the giver and the recipient. With Oxygen Global’s streamlined operations, brands can deploy instant digital delivery systems, reducing time-to-market and operational overhead.
3. Cultural Resonance and Memorable Impact
   In the Middle East, Australia, and New Zealand, gifting is a memorable act that strengthens relationships. Traditional gifts may be appreciated but quickly forgotten if they don’t suit the recipient’s needs. Cash, while practical, often blends into daily expenses, diluting its emotional impact. Gift cards, however, create lasting memories by empowering recipients to select items they truly desire, whether it’s a luxury item from Ounass in Dubai, a dining experience at a favourite restaurant via a Talabat gift card in Riyadh, or a shopping spree at Kmart in Sydney. The act of choosing their gift makes the experience more engaging and memorable, aligning with the regions’ emphasis on meaningful connections. Oxygen Global’s program management ensures these impacts are amplified through data-driven insights, fostering long-term loyalty.
4. Versatility Across Occasions
   Gifting in the Middle East, Australia, and New Zealand spans a wide range of occasions, from religious holidays like Ramadan and Christmas to corporate events and personal milestones. Gift cards are versatile enough to suit any context—whether it’s a Ramadan gift, a Christmas present, a wedding gift, or a corporate reward. Major brands like IKEA, Virgin Megastore, Centrepoint, or David Jones offer gift cards that cater to diverse interests, ensuring there’s a perfect option for every recipient. Unlike cash, which may feel inappropriate for formal or festive occasions, gift cards maintain a sense of occasion-specific thoughtfulness. Oxygen Global supports this versatility by enabling brands to adapt programs for seasonal or event-based campaigns across the GCC, Australia, and New Zealand.
5. Supporting the Digital Shift
   The GCC, Australia, and New Zealand are rapidly embracing digital transformation, with e-commerce and mobile apps shaping consumer behaviour. Gift cards, especially eGift cards, align seamlessly with this trend. Platforms like Noon, Amazon, and The Iconic offer digital gift cards that integrate with the regions’ thriving online shopping ecosystems, making them a modern and relevant choice. Unlike traditional gifts, which may require physical delivery, or cash, which lacks a digital footprint, gift cards cater to the tech-forward preferences of consumers in these regions. Oxygen Global’s innovative wallet platform and middleware further accelerate this shift, providing integrated solutions for digital spends and international transactions.

Why Every Major Brand Should Offer Gift Cards

In the Middle East, Australia, and New Zealand, where shopping is a cultural and social activity, every major brand should offer its own gift cards to tap into the regions’ gifting cultures. Brands like Noon, Sharaf DG, Sephora, and JB Hi-Fi already lead the way, but others, from luxury retailers to local eateries, should follow suit. Gift cards not only drive customer loyalty by encouraging repeat purchases but also attract new customers who receive them as gifts. They provide a low-effort, high-impact way for brands to stay relevant in competitive markets, ensuring they remain part of the regions’ gifting traditions.

Oxygen Global stands out as the ideal partner for brands in the Middle East, Australia, New Zealand, and Asia looking to launch gift card programs. With over 20 years as a prepaid card program manager and nearly 250 programs under their belt—spanning Asia-Pacific, India, the Middle East, Australia, and New Zealand—Oxygen brings unparalleled expertise. Their proprietary plug-and-play business model revolutionises the launch process: an innovative middleware platform that allows partners to deliver highly flexible prepaid products, including gift cards, to market in a timely fashion. Whether for banks, issuers, or third parties, this model offers tailor-made solutions with minimal integration, leveraging Oxygen’s proprietary software for greater flexibility, customer insights, and performance optimisation. By partnering with Oxygen Global, brands can quickly deploy open- or closed-loop gift cards, support digital wallets, and scale operations across these regions, turning gifting opportunities into sustained revenue growth.

In the Middle East, Australia, and New Zealand, where gifting is a cornerstone of cultural expression, gift cards emerge as the superior choice over traditional gifts and cash. They offer the perfect blend of personalisation, convenience, and emotional resonance, making them ideal for the regions’ diverse and dynamic gifting occasions. By empowering recipients to choose what they love, gift cards create memorable experiences that align with the values of generosity and connection across these vibrant markets. Every major brand in the GCC, Australia, and New Zealand should embrace gift cards, and with Oxygen Global’s plug-and-play expertise, launching and managing these programs has never been easier or more effective—ensuring they remain at the heart of these cherished traditions.