What Buyagift does

Buyagift is a UK-based consumer e-commerce platform that aggregates and resells experience gift vouchers across more than 5,000 experiences and 5,688 products spanning categories such as driving, spa, dining, theatre, theme parks, short breaks, flying, adventure, sports, and immersive experiences. Operationally it functions as a marketplace: it sells vouchers to consumers and takes a margin or commission on transactions with third-party experience providers, while also issuing fixed-denomination gift cards (£50, £100) and operating a dedicated corporate B2B portal (corporate.buyagift.co.uk) for bulk gifting, employee rewards, and client appreciation. The technology stack is a standard e-commerce platform with a gift finder tool, SEO-optimized category pages, instant e-voucher delivery by email, and next-day physical delivery; payment integrations include Visa, Mastercard, American Express, PayPal, Apple Pay, Google Pay, Klarna, and Pay in 3. No public API, no mobile app, and no disclosed AI/ML capabilities are present. Buyagift is a wholly-owned subsidiary of the Moonpig Group, a publicly listed UK gifting company, and positions itself as a carbon-neutral operator.

Name

Buyagift

Legal name

Buyagift

Website

https://buyagift.co.uk

Company type

Private

Founded year

1999

Operating status

Operating

Headcount range

101–250 employees

Short description

Buyagift is a UK-focused e-commerce marketplace that aggregates 5,000+ experience gifts (driving, spa, dining, theatre, short breaks) and sells vouchers to individual consumers and corporate clients under the Moonpig Group.

Ownership category

akta.pro rank

Product category

Experience Gift Marketplace

NAICS

Office Supplies, Stationery, and Gift Retailers (4594), Gift, Novelty, and Souvenir Retailers (45942)

SIC

Retail-Hobby, Toy & Game Shops (5945)

akta.pro primary industry

Gift Sourcing & Procurement (Local & Online) (HSACANAB)

akta.pro secondary industries

Digital Goods & Gift Card Generalist Marketplaces (CRAFAAAJ), Subscription Boxes & Curated Product Subscriptions (CRAFAIAF)

Keywords

• Experience gift vouchers
• Gift cards
• Experience days
• Corporate gifting
• Experience marketplace

Headquarters

HQ city

Borehamwood

HQ country

United Kingdom

HQ region

Europe

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

Personnel, Marketing or Sales, Supply Chain, Technology or R&D, Operations

Revenue model

1. Experience Voucher Sales: Buyagift sells vouchers for experiences provided by third-party partners. The company takes a commission or margin on each transaction, acting as a marketplace/platform for experience providers.
2. Gift Cards: Sale of branded gift cards at fixed denominations (£50, £100) which can be redeemed across the platform's 5,000+ experiences.
3. Corporate Gifting: Dedicated B2B/corporate sales channel for bulk gifting solutions, employee rewards, and client appreciation programs.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels4 records

Core offering

Buyagift operates a consumer e-commerce platform that sells digital and physical gift vouchers redeemable across 5,000+ third-party experience providers in the UK and Ireland. Its catalog spans driving experiences, spa days, dining, afternoon tea, theatre, short breaks, adventure activities, flying, immersive experiences, sports tours, and animal encounters. The platform also sells branded gift cards at fixed denominations (£50, £100) and runs a dedicated corporate sales portal for bulk B2B gifting.

Product overview

Buyagift is the UK's leading provider of experience days and gift experiences, operating as a consumer e-commerce platform that connects buyers with over 5,000 experiences across multiple categories. The portfolio includes core product categories: Days Out & Tours (sightseeing, attractions, theatre, theme parks), Driving Experiences (supercars, tanks, track days), Food & Drink (dining, afternoon tea, cooking classes, meal kits), Spa & Beauty (spa days, treatments), Adventure Days (indoor skydiving, bungee jumping, zip lining), Short Breaks (hotel stays, glamping, romantic getaways), Flying Experiences (helicopters, hot air balloons, flight lessons), Subscriptions & At-Home (meal kits, wine/coffee subscriptions), Immersive Experiences (live theatre experiences, themed attractions), Theatre/Music/Events (West End shows), Sports (stadium tours), Animal Experiences (zoos, safari parks), Arts & Crafts, Water Sports, and Photoshoots. The platform also offers Gift Vouchers and Gift Cards as core redemption products, with a Gift Finder tool to assist discovery. Buyagift is part of the Moonpig group and positions itself as a carbon-neutral company.

Differentiator

Problem solved

Functional benefit

Products and services

• Gift Vouchers Digital and physical gift vouchers redeemable across 5,000+ UK experiences, valid for 12 months.
• Buyagift Gift Cards Branded gift cards in £50 and £100 denominations, usable across the full Buyagift experience range.
• Days Out & Tours Broad category covering sightseeing tours, attractions, theatre shows, immersive experiences, animal encounters, stadium tours, theme parks, and boat cruises across the UK.
• Driving Experiences Supercar driving experiences (Ferrari, Lamborghini, Aston Martin, McLaren, Porsche), Silverstone track days, classic cars, motorbikes, tanks, drifting, and off-road driving.
• Food & Drink Experiences Dining experiences, afternoon teas, cooking classes, drinks experiences (wine, beer, cocktails), celebrity chef restaurants (Gordon Ramsay, Marco Pierre White), and meal kit subscriptions.
• Afternoon Tea Afternoon tea experiences for two, London afternoon tea, and luxury afternoon tea at multiple UK venues with optional add-ons.
• Spa & Beauty Experiences Spa days, spa breaks, beauty treatments, Japanese head spa, Bannatyne and Champneys spa days, Lush spas, photoshoots, and wellbeing experiences.
• Adventure Days Adrenaline experiences including indoor skydiving (iFLY), bungee jumping, zip lining (Zip World, Go Ape), axe throwing, escape rooms, paintballing, segway rally, and watersports.
• Short Breaks Hotel breaks including one-night, two-night, spa breaks, romantic getaways, glamping, city hotel breaks, coastal breaks, countryside hotels, and murder mystery breaks.
• Flying Experiences Flight experiences including flying lessons, helicopter rides, hot air balloons, skydiving, Spitfire flights, and flight simulators.
• Subscriptions & At-Home Gifts At-home experiences including meal kits (Gousto, HelloFresh, Green Chef), beauty boxes, magazine subscriptions, flower subscriptions, wine, coffee, beer, gin, rum, and craft subscriptions, plus online courses.
• Immersive Experiences Live immersive experiences including Disney Mundo Pixar Experience, The Traitors Live Experience, The Paddington Bear Experience, ABBA Voyage, Race Across The World, and Squid Games Live Experience.
• Theatre, Music & Events West End theatre tickets and shows including The Lion King, Wicked, Hamilton, Mamma Mia, Moulin Rouge, Back to the Future, Harry Potter and the Cursed Child, Stranger Things: The First Shadow, and Hercules.
• Sports Experiences Sporting experiences including football stadium tours (Manchester United, Arsenal, Liverpool, Manchester City, Chelsea, Wembley), golf, rugby, fishing, horse riding, and shooting experiences.
• Animal Experiences Animal-focused experiences including zoo and safari parks (Port Lympne Reserve), aquarium experiences, falconry, animal walking experiences, and Kew Gardens.
• Arts & Crafts Experiences Creative experiences including cooking classes, pasta making, bread making, sausage making, pizza making, perfume making, and photography courses.
• Water Sports Water-based activities including white water rafting, sailing, kayaking, paddleboarding, and powerboat experiences.
• Photoshoots Professional photography experiences including family photoshoots, couples photoshoots, and photography classes.
• Corporate Gifting Solutions Dedicated B2B gifting channel (corporate.buyagift.co.uk) for bulk purchases, employee rewards, client appreciation, and corporate event gifting across the Buyagift experience range.

Segments4 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration8 records

Partnerships

14 partnerships are on record, tiered core and minor.

• Gordon RamsaycoreStrategic or Co-development PartnerBuyagift offers exclusive experiences at Gordon Ramsay's restaurants including Hell's Kitchen, London Steakhouse Co., and Savoy Grill. Featured products include three-course dinners, tasting menus, and dining experiences at premium pricing.
• Bannatyne SpascoreStrategic or Co-development PartnerBannatyne Spa is a key partner offering spa days with multiple treatments, lunch, and Japanese head spa experiences. Products include exclusive bundles and discounts of up to 50%.
• HarrodscoreStrategic or Co-development PartnerExclusive dining experiences at Harrods including afternoon tea at The Georgian and pasta dining at Pasta Evangelists within Harrods.
• PrezzocoreStrategic or Co-development PartnerItalian restaurant chain partner offering afternoon tea experiences and dining vouchers at 95+ UK locations.
• Port Lympne ReservecoreStrategic or Co-development PartnerWildlife reserve partner offering entrance tickets with truck safari, afternoon tea, and hotel stays. Featured as a bestseller with 27% savings.
• The Traitors Live ExperiencecoreStrategic or Co-development PartnerImmersive theatre experience partnership offering tickets to the Covent Garden production. Highlighted as a loved brand and trending experience.
• iFLY Indoor SkydivingminorStrategic or Co-development PartnerIndoor skydiving experiences offered in Birmingham with significant discounts of up to 72% available.
• ChampneyscoreStrategic or Co-development PartnerLuxury spa brand partner offering spa days and treatments as part of the loved brands collection.
• Ferrari, Lamborghini, Aston Martin, McLaren, PorschecoreStrategic or Co-development PartnerLuxury car brand partners offering supercar driving experiences at various UK venues including Silverstone.
• Merlin Theme Parks, Alton Towers, Thorpe Park, Chessington, LEGOLANDcoreStrategic or Co-development PartnerTheme park partners offering bundled tickets and resort entry at popular UK attractions.
• West End Theatres (Lion King, Wicked, Hamilton, ABBA Voyage, etc.)coreStrategic or Co-development PartnerPartnership with major West End shows and theatres for ticket sales including The Lion King, Wicked, Hamilton, and immersive experiences.
• Marco Pierre WhitecoreStrategic or Co-development PartnerMichelin-starred chef partnership offering fine dining experiences at London Steakhouse Co. with exclusive pricing.
• Go ApeminorStrategic or Co-development PartnerAdventure partner offering treetop challenge experiences in forests across the UK.
• MoonpigcoreStrategic or Co-development PartnerParent company partnership. Buyagift is part of the Moonpig Group, a publicly listed company specializing in greeting cards and gifting solutions.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Emerging players

• Not On The High Street: UK online marketplace for personalised and unique gifts from small businesses. Adjacent in gifting category and customer base (gift buyers), but focused on physical personalised products rather than experiences.
• Etsy: Global online marketplace for unique, handmade, and personalised gifts. Adjacent in the gifting category and marketplace model, with overlap in gift-buyer demographics though focused on physical goods rather than experiences.
• Cloud 9 Living: US-based experience gift company offering vouchers for driving, flying, dining, and adventure experiences. Comparable business model and product categories though operating in the US market rather than UK.

Direct peers

• Experience Days: UK experience days marketplace offering gift vouchers across categories including driving, flying, spa, and short breaks. Direct head-to-head competitor to Buyagift in the same UK market with overlapping partner network.
• Red Letter Days: UK experience gifts marketplace and direct competitor to Buyagift, owned by the same parent Moonpig Group. Offers a similar catalogue of driving, spa, dining, and short break experiences under the same market-leading positioning, making it the closest direct peer.
• Virgin Experience Days: UK-based experience gifting marketplace operated under the Virgin brand, offering vouchers for days out, driving, dining, and short breaks. Directly comparable in product category, customer base, and marketplace business model.
• Smartbox Group: European experience gift box and voucher marketplace operating across multiple countries including the UK. Highly comparable business model of multi-partner gift boxes and digital vouchers, with similar third-party experience provider economics.
• Tinggly: Experience gift voucher company offering redeemable experiences globally, competing directly in the experience gifting category. Comparable in voucher-based business model though more globally focused than Buyagift.

Broad incumbents

• Lastminute.com: UK and European online travel and experiences platform offering experience vouchers, deals, and short breaks. Comparable in offering experience-based gifts and short breaks, though broader in scope (travel, hotels, packages).
• Moonpig: Parent brand within Moonpig Group, focused on physical greeting cards and personalised gifting. Comparable as a UK gifting platform with overlapping customer demographics and cross-sell potential, but focused on cards rather than experiences.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/buyagift

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Buyagift