British consumers are sitting on a financial goldmine that many have forgotten about. According to the annual financial awareness campaign, National Use Your Gift Card Day, an estimated £23 billion worth of gift cards remain unused across the United Kingdom. This equates to an average of roughly £244 for every person in the country.
The January Reset: Time to Spend Your Forgotten Balances
With the festive rush now over, campaign founder Tracy Tilson is urging everyone to take stock. "January is the perfect time to reset, take inventory, and put your gift cards to use," Tilson stated in a press release. "These cards were meant to be enjoyed. We want everyone to start the new year without leaving free money behind in a drawer, a wallet, or an inbox." The campaign itself takes place on January 18.
The call to action comes after a bumper season for gift card sales. During the 2025 holiday period, UK shoppers were projected to spend close to £29 billion on gift cards for friends and family. However, a significant portion of that total ends up forgotten or lost.
A Simple Three-Step Plan to Reclaim Your Cash
The campaign advocates a straightforward strategy for consumers to recover this dormant value. The first step is a thorough search of common hiding spots like purses, bags, drawers, and email inboxes. Once found, the second step is to consolidate all cards into one secure place to prevent future loss. The final and most important step is to simply redeem them.
"Use the gift card and enjoy something that starts your year on a happy - and financially smart - note," the campaign advises. "No matter how you spend it, redeeming a gift card honours the thoughtfulness of the person who gave it and ensures you begin the new year without leaving money behind."
Donate, Don't Waste: The Charitable Alternative
For those who find cards for retailers they don't frequent, there is a valuable alternative to letting the balance expire. Consumers can donate the balance to a variety of nonprofit organisations, including prominent names like St. Jude Children’s Research Hospital, GiftCards4Change, and Donate Your Card.
The initiative also encourages retailers to get involved by pairing charitable causes with redemptions. Businesses can partner with relevant charities and donate unused cards, or even match gift card redemptions on National Use Your Gift Card Day with their own charity donations.
"Often customers receive a gift card they may not need or want, so let’s make it easy for them to use it for good," the campaign suggests. It proposes that businesses create community events around the day to engage customers and highlight their charitable efforts.
