Law firm champions gift card scheme

A Sunderland-based law firm is supporting local businesses after using a Government-backed employee rewards scheme to invest in the city centre economy.

Richard Reed has provided its 46 employees with Sunderland Gift Cards through the trivial benefits allowance, a tax-free initiative that allows employers to give non-cash rewards worth up to £50 on multiple occasions throughout the year.

The Sunderland Gift Card can be spent at more than 200 businesses across the city centre and is designed to encourage local spending while supporting independent and national retailers, hospitality venues and service providers.

Sarah Reid, managing director at Richard Reed said: “With a team of 46 people, we need a reward that works well for employees while also being tax efficient for the business. 

“The Sunderland Gift Card is ideal because it can be used as part of the Trivial Benefits Allowance, allowing employers to give staff a benefit of up to £50, such as a gift card, tax free.

“For us, one of the biggest positives of using the Sunderland Gift Card is the local spend element. 

“It means our team receives a gift they can enjoy in a wide range of Sunderland businesses, while also helping to support the local economy and the city centre community we are proud to be part of.

“Sunderland’s hospitality scene has grown significantly over the past few years, and the gift card gives our staff the opportunity to enjoy that, whether they are going out for a meal, picking up something from a local café, shopping, visiting a salon, or using one of the city’s many attractions and services.

“Richard Reed Solicitors has always been based in Sunderland, and we are proud to be part of the local community. 

“Using the Sunderland Gift Card allows us to reward our team in a practical and meaningful way, while also investing back into the businesses and city centre we care about. 

“For us, it is an easy decision.

“We have had really positive feedback from our team. 

“Staff enjoy the flexibility of the Sunderland Gift Card, with both well-known brands and independent businesses available through one card.

“They also like being able to support local. 

“Even when used with larger brands, those businesses employ local people and help bring activity into Sunderland city centre.”

Issued by Sunderland’s BIDs, the gift card is available in both physical and digital formats and has become an increasingly popular option for gifting and staff rewards.

The scheme forms part of the wider Town & City Gift Card programme developed by fintech business Miconex. 

More than 27,000 businesses worldwide now participate in local gift card initiatives powered by the company, with more than £69 million spent through the programmes to date.

Roberta Redecke, head of business services at Sunderland’s BIDs, added: “The Sunderland Gift Cards reached a milestone of £500,000 cards sold to date in 2026, thanks to the support of organisations like Richard Reed who choose to show their commitment to the city by using the card for employee rewards. 

“Thanks to the trivial benefits allowance, organisations can gift their team a £50 Sunderland Gift Card throughout the year to not only boost their team, but boost their city too.”

Colin Munro, chief executive of Miconex, added: “The Sunderland Gift Card is the ultimate ‘shop local’ Gift Card, giving organisations a local option for employee rewards and incentives, client and customer thank you gifts, service user support and more. 

“It enables organisations to have a tangible positive impact on the local economy which giving the recipient unbeatable local choice.”

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