GrazGutschein Soars Past €10 Million: A Blueprint for Urban Gift Card Success
Graz, Austria, is witnessing a remarkable success story in local economic stimulation. The GrazGutschein, a city-wide gift card scheme managed by Holding Graz, has surpassed €10.6 million in turnover in 2025 – a 14.5% increase from the previous year. This milestone positions the GrazGutschein as one of the largest urban gift card systems in the German-speaking world, offering valuable lessons for cities looking to bolster their local economies.
The Rise of Local Currency & Gift Card Schemes
The GrazGutschein’s success isn’t isolated. Across Europe and North America, cities are increasingly turning to localized currency and gift card programs to encourage residents to “shop local.” These initiatives aim to keep money circulating within the community, supporting small businesses and fostering economic resilience. The Graz model demonstrates a particularly effective approach, combining broad acceptance with targeted marketing.
B2B Growth Fuels Expansion
A key driver of the GrazGutschein’s growth has been its strategic focus on the B2B market. The system is actively promoted as a tax-efficient tool for employee incentives, corporate gifts, and customer rewards. This has been supported by dedicated B2B support, personalized consultations, and exclusive events. This focus on businesses purchasing vouchers for their employees and clients has significantly boosted sales.
The program’s versatility is also a strength. With over 1,020 participating businesses – encompassing retail, hospitality, services, supermarkets, pharmacies, and even energy providers – the GrazGutschein offers unparalleled choice for consumers. This broad acceptance is crucial for driving adoption and maximizing impact.
Seasonal Peaks and Strategic Campaigns
While the GrazGutschein enjoys consistent usage, certain periods notice significant spikes in activity. December, fueled by holiday gifting, and January/February, following the redemption of Christmas vouchers, are particularly strong months. Holding Graz leverages this seasonality with targeted B2C campaigns, ensuring maximum visibility and driving sales during peak periods.
In October 2025, turnover reached €1.6 million, up from €1.2 million in October 2024. December saw a particularly strong performance, with nearly €2.4 million in sales – a 17.3% increase year-over-year. This growth is attributed to increased corporate purchases for employee gifts.
The Power of Partnership: A Growing Network
Richard Peer, Marketing Director at Holding Graz, emphasizes the importance of the expanding partner network. “The continuous expansion of our partner businesses and the associated massive increase in redemption opportunities are contributing to the recent success. In the last five years, the number of partner businesses has almost doubled to over 1,000.”
This network effect is a critical component of the GrazGutschein’s success. The more businesses that accept the voucher, the more attractive it becomes to consumers, and the more businesses are incentivized to join the program.
Positive Economic Ripple Effects
The GrazGutschein isn’t just about increased sales. it’s about keeping money within the local economy. In 2025, approximately €9.2 million in GrazGutscheinen were redeemed, representing a 3% increase from 2024. This direct injection of funds supports local businesses and creates a positive economic ripple effect throughout the region.
Future Trends in Urban Gift Card Programs
The success of the GrazGutschein points to several emerging trends in urban gift card programs:
Digital Integration & Mobile Wallets
While the physical voucher remains popular, the future likely lies in digital integration. Expect to see more gift card schemes offering mobile wallet compatibility, allowing consumers to easily store and redeem vouchers on their smartphones. Print@Home options, already available with the GrazGutschein, will become increasingly prevalent.
Data Analytics & Personalized Offers
Gift card programs generate valuable data on consumer spending habits. Future schemes will leverage this data to provide personalized offers and targeted marketing campaigns, further enhancing the customer experience and driving sales.
Sustainability & Local Impact Reporting
Consumers are increasingly conscious of the environmental and social impact of their purchases. Gift card programs can capitalize on this trend by highlighting their positive impact on the local economy and supporting sustainable businesses.
FAQ
What is the GrazGutschein? It’s a gift card valid at over 1,000 businesses in Graz, Austria.
How long is the GrazGutschein valid? The GrazGutschein is valid for 30 years.
Where can I buy a GrazGutschein? GrazGutscheine can be purchased at the Tourismusinformation Region Graz and online.
Can businesses benefit from accepting the GrazGutschein? Yes, it increases foot traffic and provides access to a wider customer base.
Is the GrazGutschein only for consumers? No, it’s also a popular option for businesses looking for employee incentives and corporate gifts.
Did you recognize? The GrazGutschein has been in circulation for around 20 years, demonstrating its long-term viability as a local economic tool.
Pro Tip: For businesses considering participating in a local gift card scheme, carefully evaluate the program’s marketing efforts and the potential for increased customer traffic.
Want to learn more about supporting local businesses? Explore our articles on sustainable shopping and community economic development.
Share your thoughts! What initiatives are helping local businesses in your community?
