The sector's promising outlook is backed by a consistent consumer demand for gifts across convenience and variety offered by online platforms combined with the various occasions, such as Saint Valentine's Day, Easter, Mother’s Day, Christmas and local celebrations. 

Top destinations for cross-border gifting in 2024

Europe now accounts for over 30% of the global personalised gifting market, valued at $5.68 billion. The region offers a broad spectrum of gift options, ranging from traditional crafts to modern tech gadgets, underscoring its diverse consumer base and evolving preferences. According to Flowwow’s analytics, in 2024, orders from the European Union surged by 127.56%, totalling 16,600 orders, with order volume increasing by 147.84%. The average spend per order also rose by 8.91%, reaching $69.4, highlighting the growing consumer willingness to invest in personalised gifts.

In 2024, Spain (19.46%), the UAE (13.1%), and Kazakhstan (11.23%) emerged as the top destinations for gifts sent from the EU, demonstrating the global nature of gifting habits. Other popular destinations include Poland (7.25%) and Estonia (4.32%), showcasing the wide geographical span of European gift exchanges. Spain also leads in outbound gifting, with 40.8% of total EU gift deliveries coming from the country. This trend highlights Spain’s role not only as a major recipient of gifts but also as a key player in cross-border gifting, with notable exports to Poland (13.8%), Estonia (7.5%), Latvia (7%), the Czech Republic (6.4%), and Cyprus (5.5%).

Seasonal gift surge

The previous year saw significant fluctuations in order volume, with the most notable growth in February (137.35% increase compared to January) driven by Valentine’s Day. European spending patterns were also revealed to vary widely, with French consumers leading at an average spend of €105.5, followed by German shoppers at €98 and Italians at €85 per person. This aligns with broader trends of celebrating personal milestones and romantic occasions across the continents, where 55% of adults with partners mark the occasion.

March saw an 18.27% increase in orders compared to February, largely fuelled by Easter celebrations. Only in Germany, for instance, the Easter season accounted for €2.2 billion in retail sales according to the German Retail Association. The summer months reflected typical seasonal slowdowns, with orders dipping by 6.1% in July and 1.3% in August. However, as business activities resumed in the fall, order volumes picked up again, with a 39.47% increase in September, followed by a 27.36% rise in October and 9.63% growth in November and December, driven by Cyber Week promotions and Christmas preparations.

UK market insights

The UK gifting market remains robust, valued at approximately £9.3 billion in 2024, with some sources estimating it could be as large as £500 billion. According to Flowwow, the number of gift orders from the UK to over 40 countries grew by 226% in 2024, with turnover increasing by 218.2%. Notably, the average order value surged by 43.8%, rising from $105 to $151. In 2024, flowers accounted for the largest share of gift orders in the UK, making up 92.2% of the total, followed by confectionery at 5%. Smaller shares were taken by balloons (1.4%), edible bouquets (1.3%), and house plants (1.2%).

A significant trend in the UK is the increasing popularity of international gifting, with domestic orders shrinking by 56.3%. The UAE and Spain saw the largest share of UK gift deliveries, with orders to the UAE rising by 9.9% and to Spain by 7.2%. This rise in the UAE as a popular gifting destination can be attributed to the growing British expat community in the country. There are currently over 240,000 British expats living in Dubai alone, along with more than 5,000 British companies operating in the UAE.

London emerged as the top city for internal orders, accounting for 44.4% of all domestic orders, followed by Manchester (22.2%) and Tiverton (16.1%). In 2024, flowers were the most popular gifts, comprising 92.2% of all orders, followed by confectionery (5%) and balloons (1.4%).

According to the research, 54.27% of respondents in the UK reported giving gifts to celebrate significant events. The trend of giving gifts as a gesture of thanks was also prominent, with 48.11% of those surveyed citing this as the primary reason for gifting. Additionally, 15.71% of respondents stated they give gifts out of a sense of obligation, while 12.72% use gifts as a means of apology.

European rapid growth: Spain, Poland, and Latvia lead the way

In 2024, gift orders in Spain increased by 428.8%, with the share of domestic orders rising from 47.8% to 66.3%, reflecting stronger local demand. Spain experienced the highest growth rate in the region at 7.97%, driven by local traditional celebrations and festivals. The most popular gifts were flowers (92.72%), followed by confectionery (4.06%) and house plants (1.69%). Domestic orders were predominantly from Barcelona (37.9%), Madrid (30.6%), and Valencia (14.8%), with smaller shares from Esplugues de Llobregat (1.8%), Malaga (1.5%), Alcobendas (0.8%), and Badalona (0.7%).

Poland’s gifting market saw a remarkable 344% rise in orders, with revenue climbing by 433% in 2024. The average order value in Poland stood at $64.5. Meanwhile, Latvia reported a 157% increase in order volume, with a higher average spend of $74.8. The Czech Republic also saw a 269% rise in orders, with an average spend of $65.2, and Italy reported a 280% increase in orders, with an average spend of $78.5.

E-gifting trends to watch in 2025

In 2025, several key trends are projected to shape the gifting industry:

• The rise of personalised gifts. Customisation will remain a central focus, with consumers seeking unique gifts that reflect the recipient’s individuality. The personalised gifting market in the EU, valued at $9.07 billion in 2023, is forecasted to reach $13.12 billion by 2029, with an annual growth rate of 6.34%
• The growing importance of sustainability in gift selection. The demand for sustainable gifts will increase, as consumers prioritise eco-friendly and ethically sourced products. A recent study reveals that 78% of consumers rank sustainability among their top purchasing criteria, with 38% placing it as their primary priority
• The expansion of cross-border commerce. The adoption of digital wallets and multi-currency payment systems is facilitating international gifting, making it easier for consumers to send gifts across borders.
• The use of AI to enhance customer engagement. AI-powered tools, such as personalised product recommendations and chatbots, will continue to enhance the customer experience, offering greater convenience and satisfaction
• The rise of Quick commerce. Same-day and rapid delivery services are expected to experience significant growth, with 55% of customers willing to pay extra for faster shipping in 2025

As the gifting market continues to grow, embracing trends such as personalisation and sustainability will be crucial for businesses looking to stay ahead of the competition and meet consumer expectations.

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