Open E-Commerce Guidelines
PDP-DC-GIFTCARD-01mediumSeasonal

A gift card says how and when it arrives, how long it is valid and where it can be used

Decision ClarityTargets: human · agent · machine Platforms: Shopware · Shopify

Seasonal guideline. Applies in the run-up to Black Friday, Cyber Week and Christmas, in addition to the year-round guidelines. Holiday readiness →

What is being checked

Whether the gift card product page answers four questions before purchase: Does it arrive by email or by post? When does it arrive? How long is it valid? Can it be used online, in the store, or both?

Why it matters

Gift cards are the most popular Christmas present in Germany, according to the German retail association HDE. They are also the last way to sell a gift after the last order date for parcels has passed. But only if the buyer knows the card arrives in time. A digital gift card that arrives "within 1 to 2 working days" is useless on 24 December.

Unclear validity or usage leads to problems later: the recipient tries to use the card in the store and finds out it only works online.

Failure signals

  • The page does not say whether the card is digital or printed.
  • There is no statement of when a digital card is sent.
  • The buyer cannot choose a delivery date or send the card directly to the recipient.
  • Validity is not stated, or only in the terms and conditions.
  • It is not stated whether the card can be used online, in the store, or both.
  • The gift card is not part of the gift guide.

How to verify

  1. Open the gift card product page.
  2. Confirm it states the format (digital or printed), the delivery time, the validity and where the card can be used, without clicking.
  3. Buy a digital test gift card. Confirm it arrives within the stated time.
  4. Confirm the buyer can add a personal message and, ideally, choose the send date and recipient email.
  5. Confirm the gift card is linked from the gift guide and from the holiday banner after the last order date.

Offer a digital gift card that is sent immediately or on a chosen date, with a personal message. State format, delivery time, validity and where it can be used in a short list next to the buy button. After the last order date for parcels, point to the gift card in the holiday banner.

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