Skip to main content

Gift Wallet Usage Trends in China (WeChat)

Preliminary Statistics​

MetricValue / Trend
Percentage of retail brands deploying e-gift cards on Mini Programs>85% (2023)
Revenue from gift cards during Lunar New Year 2024+42% compared to 2023
Percentage of Chinese users who have received/sent gifts via WeChat76% (ages 18–45)
Average value of 1 gift card100–300 CNY (~330k–1 million VND)
Gift card usage rate within 30 days89%
Top industries using gift wallets the mostF&B (32%), Cosmetics (25%), Fashion (18%), Electronics (12%)

Personalized Gift Experiences​

  • 68% of users proactively choose themed gift card designs (Lunar New Year, birthdays, Valentine's Day, Mid-Autumn Festival...).
  • Brands are not just giving "money" but also giving emotions through images, wishes, and animated effects.

Helps increase gift open rates & brand recall levels.

Social Gifting – Gifts Spreading Through Social Networks​

  • Sending gifts via WeChat Chat increased 55% compared to 2022.
  • Thanks to deep links + vivid animations, recipients only need to tap once and the gift automatically enters their wallet.

Turns gift-giving behavior into a natural viral channel, significantly reducing CAC costs.

Integration with Loyalty Programs​

  • 70% of major brands integrate gift wallets with:
    • Points reward systems
    • Membership tiers (VIP, Gold, Platinum...)
    • Cashback in the form of gifts

Creates a retention loop: Buy → Receive Gift → Return → Buy More.

Corporate Gifting – Business Gifts​

  • Businesses use Mini Programs to:

    • Send Lunar New Year gifts
    • Holiday bonuses
    • Customer appreciation

  • Increased 30% compared to 2022 thanks to:

    • Centralized management
    • Custom brand design
    • Usage rate tracking

Expanding into the B2B / B2B2C segment with great potential.

Insights​

Insight

The gift wallet is no longer a "secondary benefit" or support feature — it has become a core marketing channel in the digital ecosystem of Chinese brands.

With the ability to combine emotions – social – data – payments, it simultaneously addresses 3 objectives:

  • Attract new customers
  • Convert shopping behavior
  • Retain & stimulate repeat purchases