The study is based on 400 survey responses evenly split between North America and Europe and covering multiple industries and programme types. Results indicate that while most budget increases are expected to align with inflation, many organisations anticipate growth in the number of programme participants. Merchandise spending has also risen, particularly in Europe, where average spend per instance has increased compared to the previous year.

More than 90 % of surveyed organisations report a positive economic outlook for 2026. At the same time, flat budgets, rising costs, and shifting priorities are influencing incentive programme design and spending decisions.

Incentive Industry Trends for 2026

Budget pressure is more evident in event gifting, where limited budget growth is expected. Gift cards have become the most common form of event gift in both regions, surpassing merchandise. The report also notes rising investment in programme technology, with a majority of organisations in North America and Europe expecting technology budgets to increase. According to the IRF, incentive programme owners are entering 2026 with a focus on cost management while aligning rewards with organisational goals and participant preferences.