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Tops Friendly Markets Expands Gift Card Offerings

Tops Children's

Williamsville, New York-based Tops Friendly Markets is launching its online gift card mall, powered by global branded payments provider Blackhawk Network.

Tops’ gift card program provides shoppers with a customized and tailored experience online and in stores.

Featuring more than 250 different gift card options in a variety of categories including its personal proprietary gift card, the Tops Friendly Market gift card mall gives customers a comprehensive shopping experience for gift cards, delivered digitally.

“The ability to offer a superior online gift card experience for our customers is a key part of Tops’ growth strategy in online retail,” said Diane Colgan, SVP, Tops Friendly Markets. “Blackhawk Network has been a long-time trusted partner in our efforts to offer a dynamic, comprehensive gift card strategy.”

According to recent Blackhawk Network sales data, merchant online gift card programs have seen high double-digit growth over the last two years. As consumers continue the slow return to some pre-pandemic behaviors, interest in digital gifting options has remained high.

“With online retail on the rise, especially with grocers, the addition of Tops’ new e-commerce gift card mall will continue to be an important expansion of their online retail offerings,” said Steve Dekker, managing director, Americas, Blackhawk Network.

“Tops Friendly Market has been a fantastic, long-standing partner to Blackhawk Network and leader in the retail space, and we’re proud to support their continued success.”

This move represents an expansion of the company’s partnership with Blackhawk Network, which also includes management of Tops’ own gift cards both in-store and online. Tops and Blackhawk have partnered to launch Tops’ first- and third-party gift card programs to expand the brand’s gift card offerings and reach.

Tops Markets operates 150 grocery stores in New York, Pennsylvania and Vermont, including five that are run by franchisees. As a private, for-profit employer in Western New York, with more than 14,000 employees, the company provides sustainably sourced products while helping its communities flourish through programs that eradicate hunger and disease, educate youth and reduce environmental waste and energy consumption.

To learn more about the online gift card program, visit topsmarkets.giftcard.com.

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