Tipperary 'shop local' gift cards are a roaring success in 2024

Tipperary is one of the six 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.

Tipperary, County Wexford, Kilkenny, Limerick, 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 twelve.

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, including in Tipperary.

In Tipperary, County Tipperary Chamber and Tipperary County Council collaborated on their county-wide Tipperary Gift Card, which also launched in November 2024.

Michelle Aylward, CEO, County Tipperary Chamber, said: “The Love Tipperary Gift Card initiative, launched on November 28, 2024, has already made an incredible impact in just over a month, generating over €100,000 in local spending during the busy Christmas season.

This success highlights the strong community support for local businesses and the effectiveness of initiatives that keep money within Tipperary.

“Supported by Tipperary County Council, the programme has quickly become a game-changer for our local economy. In 2025, we are focused on expanding participation, increasing consumer engagement, and driving even greater benefits for businesses across the county. This is only the beginning of what promises to be a transformative movement for Tipperary.”

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.