Digital gift cards reshape Lunar New Year in Australia

Blackhawk Network research suggests Australians are increasingly choosing gift cards for Lunar New Year gifting, driven by cost-of-living pressures, a desire to manage budgets, and growing preference for digital delivery.

Lunar New Year is traditionally marked by giving money in hongbao, or red envelopes, symbolising good fortune and renewal. Blackhawk Network is positioning digital gift cards as a modern alternative that still aligns with the tradition of giving cash.

In Blackhawk Network's Holiday 2025 research, nearly three in four shoppers said gift cards help them manage their budgets. The findings also suggest that receiving a gift card can ease financial pressure during peak gifting periods, when households face competing spending demands.

Digital gifting has become more prominent as consumers look for options that are quick to buy and easy to send. Email- and text-delivered gift cards have also gained momentum as digital wallets and mobile payments reduce the need for physical cards.

Budget pressures

The findings add to broader signals that Australians are paying closer attention to discretionary spending. Gift cards offer a fixed value and clear spending limit, appealing to givers who want predictable costs and recipients who prefer flexibility over how and when to spend.

Blackhawk Network says the shift is particularly evident during culturally significant moments, when generosity and social expectations can lift spending. It expects digital gift cards to take a larger share of Lunar New Year gifting, with shoppers prioritising value, convenience and choice.

Kieran Nolan, Vice-President of Australia and New Zealand at Blackhawk Network, linked the trend to both cultural continuity and economic conditions.

"Lunar New Year has always been about setting intentions for the year ahead - generosity, care for others and shared optimism. What we're seeing now is a shift in how people express that generosity. Digital gift cards allow the tradition to continue in a way that reflects modern lifestyles and the realities people are navigating today."

Visa eGift Card

Alongside the research, Blackhawk Network is offering a Lunar New Year-themed Activ Digital Visa eGift Card, available through Giftz and the BHN Corporate Card Store.

The card is part of a category that has expanded beyond retail gift cards tied to a single brand. A Visa eGift card can be used anywhere the scheme is accepted, subject to the product's terms, giving recipients more choice than store-specific cards-particularly when households want to direct spending towards essentials.

Packaging and presentation still matter for Lunar New Year gifting, even when delivered digitally. The themed card is designed to reflect the symbolism of the traditional red packet while shifting the format to a digital channel.

Younger buyers

The research also points to generational differences in how Australians send and store gift cards. Younger consumers are more likely to use email, text and digital wallets to manage gift cards, helping drive the rise of digital gifting.

This preference reflects broader changes in payment habits and personal finance. Many younger shoppers are accustomed to app-based banking, digital receipts and mobile payments, and often expect instant delivery for digital purchases-especially for last-minute gifting.

Nolan said giving recipients control over how they use a gift has become more important.

"As people rethink how they give during Lunar New Year, choice has become just as meaningful as the gift itself," Nolan said. "eGift cards offer a way to give thoughtfully in an increasingly digital age."

Blackhawk Network's Lunar New Year gift cards are available through Giftz and the BHN Corporate Card Store, with digital distribution positioned as a central feature of the offering.