Limerick is one of 6 Irish towns and cities which introduced their own high tech local gift card in 2024 to encourage local shopping. Sales topped €10.5 million in 2024 across Miconex’s Town & City Gift Card programmes in Ireland, driving an estimated 150,000 visits into Irish towns
Irish towns and cities from across the country are investing in local gift cards to boost shopping districts with €10.5 million in cards purchased in 2024, up from €7 million in 2023. Local gift card sales in Ireland are expected to exceed €15 million in 2025.
Limerick, County Wexford, Kilkenny, Tipperary, Cavan and Donegal Town all introduced their own local gift card alongside Miconex in the latter part of 2024, joining Letterkenny, Sligo, Carndonagh, Drogheda, Waterford and Ballinrobe, taking the total number of Town & City Gift Card programmes in the country to 12.
Delivered by fintech Miconex, the Town & City Gift Card initiative is a local alternative to national gift cards, delivered alongside Irish Chambers of Commerce and local authorities for the benefit of their business communities. The local gift cards can be spent with a variety of local businesses including national and independent shops, restaurants and hotels, locking spend into Irish towns and cities.
With over 75,000 local gift cards sold in 2024, Miconex estimates that around 150,000 specific trips will be made into Irish towns and cities as a result of the 2024 gift card sales. The firm is attributing the rise in sales to an increase in ‘shop local’ sentiment, with greater numbers of organisations and consumers opting for local gift cards that support their local area and give recipients enhanced choice.
New digital gifting technology for organisations introduced by Miconex in 2024 allows organisations to send digital e-cards versions of Town & City Gift Cards online to multiple recipients at once. January 2025 increases in the Irish Revenue’s Small Benefit Exemption Scheme means organisations can now gift payrolled employees and directors up to five small non-cash benefits each year up to a value of €1,500.
The Irish places which introduced new local gift cards in 2024 are ambitious for 2025 growth. Limerick City and County Council, in partnership with Limerick Chamber, launched the Limerick Gift Card in November 2024 with over €124,000 in sales in the first month of the programme.
Michelle Gallagher, CEO of Limerick Chamber said: “As we begin the new year, we are really encouraged to see the growth of the Limerick Gift Card programme, which has already seen over 500 cards sold and a total value of €118,000 purchased. Its success to date has been a testimony to the people of Limerick who have embraced this programme and supported it, and this initiative has proven to be an invaluable asset for our local economy, directly supporting Limerick’s businesses and community. We are grateful to Limerick City and County Council for being the key backer of this programme, to the employers in the region who supported the Limerick Gift Card by purchasing it for their employers. And to those who purchased the Limerick gift cards for their friends, family and loved ones.
“Looking ahead to 2025, we are excited to build on this momentum and continue to drive even greater success for our city and county towns, ensuring that every gift card purchased has a lasting impact on our local economy. It’s easy to purchase online and never been easier to spend, with over 170 local businesses signed up to accept the gift card and growing. Now is a great time to back your local businesses.”
Existing Town & City Gift Card programmes in Ireland also enjoyed strong sales for 2024 with increases in the Small Benefit Exemption expected to drive additional sales from organisations in 2025.
Alongside the Irish market, Miconex operates its local gift card programmes in the UK, Canada and the US. Over 25,000 local businesses accepted a Miconex local gift card in 2024 – branded as Town & City Gift Cards in Ireland and the UK, and Downtown Gift Cards in Canada and the USA. 18 new towns, cities and districts launched their own local gift card alongside Miconex in 2024.
Colin Munro is the managing director of Miconex and said: “It has been fantastic to work alongside Irish Chambers of Commerce, business associations and local authorities in 2024 to provide tangible support for their business communities. Whether upgrading from successful paper programmes, continuing to grow existing Town & City Gift Card programmes or introducing a local gift card from scratch, the results seen in 2024 demonstrate the appetite for ‘shop local’ in Ireland.
“Our cards tend to be spent quickly with 42% spending within 3 months and 33% with 6 months, typically making 2 specific visits into their shopping district to spend. What’s more, 86% will spend more than the Gift Card value on redemption. In the latter part of 2024, we introduced new digital technology which allowed even more organisations to make the move to a local option for rewards and incentives. In 2025, we’ll be continuing to innovate for the benefit of our clients, so we can make ‘shop local’ easy and attractive for consumers and organisations alike.”
Mark Cunningham, business development manager for Miconex Ireland, said: “Coming from a background of a small family business, I know first-hand how vital footfall into a local town is, and the estimated 150,000 visits into Irish towns to result from 2024 Town & City Gift Card sales is just as important as the €10.5 million in sales. Each visit indicates a consumer standing in the bricks and mortar of an Irish business. Town & City Gift Cards are responsible for driving thousands of consumers with increased spending power onto Irish streets and through the doors of local retailers, something I’ve had the privilege of seeing in Sligo. The initiative is a brilliant way to keep Irish towns and cities alive, and businesses thriving.”
Cards are available to buy :
Online via:
In-person at Limerick Chamber, 96 O’Connell St Limerick V94 YYP6
Pre-Load Option: Pick up your card in-store physically and preload your preferred amount online, pickup is available at: Franklins Shoes, Gleesons Spar (Catherine St, Henry St), Tadhg O’Connor Hardware-Adare, Rathkeale and Newcastle West.
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