Australians celebrating Lunar New Year are increasingly turning to gift cards as persisting economic pressures reshape how Australians spend and save, according to research from Blackhawk Network (BHN).
Lunar New Year is traditionally marked by gestures of generosity, most notably the giving of hongbao, the traditional red envelopes used to gift money, symbolising good fortune, renewal and shared prosperity.
In 2026, the Year of the Horse – a year associated with energy, progress and moving forward with confidence – Australians are finding new ways to honour these customs, balancing optimism for the year ahead with a more considered approach to spending.
BHN Holiday 2025 research found that affordability and financial control are now central to gifting decisions. Nearly three in four shoppers say gift cards help them manage their budgets, while many report that receiving a gift card reduces financial pressure during peak gifting seasons.
Alternative to cash
Digital gifting is quickly emerging as a preferred alternative to cash and physical presents, offering a flexible and thoughtful way to celebrate Lunar New Year without losing its cultural meaning.
BHN expects digital gift cards to play an even greater role during the festive period, particularly as consumers prioritise value, convenience and choice.
“Lunar New Year has always been about setting intentions for the year ahead – generosity, care for others and shared optimism,” says Kieran Nolan, BHN Vice-President of Australia and New Zealand.
“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.”
Digital gifting
To support this shift, BHN is offering a Lunar New Year themed Activ Digital Visa eGift Card, available through Giftz and the BHN Corporate Card Store. Designed especially for the season, the card provides a contemporary alternative to the traditional red packet which retaining its core symbolism of goodwill and prosperity.
BHN research also indicates that younger generations are leading the move toward digital gifting, with significantly higher adoption of email, text and digital wallets for storing and sharing gift cards. This preference reflects a broader shift towards gifting solutions that are easy to send, easy to use and aligned with individual needs.
“As people rethink how they give during Lunar New Year, choice has become just as meaningful as the gift itself,” Mr Nolan says. “eGift Cards offers a way to give thoughtfully in an increasingly digital age.”
