Gift card purchases

You may need to have a valid payment method on file.

See -> What you can buy with your Apple Gift Card or Apple Account balance

What you can buy with your Apple Gift Card or Apple Account balance – Apple Support (UK)

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• You can't use your Apple Account balance to send gifts or gift cards.
• If you use Family Sharing, your family members can't spend your Apple Account balance. Funds that you add to your Apple Account balance are only available to you. Find out more about how purchases are billed to your Apple Account balance.
• Some purchases might require you to have a credit card on file, even if you use your Apple Account balance to make the purchase.

See the following Apple articles:

Add a payment method to your Apple ID

Add a payment method to your Apple ID – Apple Support (UK)

Payment methods you can use with your Apple ID

Payment methods you can use with your Apple ID – Apple Support (UK)

fyi: Not all credit & debit cards seem to work with App Store / iTunes Store, try a different one, or preferably a credit card. If your card is not accepted as a paymenf method, you need to contact your bank.

If you still need help, get support from Apple directly -> Get Support or call Apple in your region see -> Contact Apple for support and service 

Because iTunes does not offer an option to purchase Gift cards.

You can buy Apple, iTunes and App Store gift cards from Apple's website or many physical stores.

click here ➜ Buy Apple Gift Cards - Apple

You can add funds directly to your Apple account.

click here ➜ Add money to your Apple Account balance - Apple Support