We all know gift card sales spike like crazy in December - and this year is no different. According to Business Wire, shoppers plan to spend nearly 48% of their holiday budgets on gift cards.
Although this season’s outlook looks promising, it’s crucial for businesses to have a solid marketing plan to make customers aware that their gift cards are available. It sounds obvious, of course. Yet, every year, many retailers limit their sales potential due to minimal marketing efforts.
Whether you’re introducing gift cards for the first time or just need fresh ideas to market them, here are some unique (and a bit unconventional) strategies to help you sell a ton this holiday season.
So roll up your sleeves, take those gift cards out from under the counter, and let’s make the most of this holiday rush!
Content Summary:
It goes without saying that you won’t sell gift cards if they’re hard to find or tucked away inside your counter. Create signage to advertise them and place them on stands at the pickup counter or in window displays. You can also showcase them on menu boards, sidewalk signs, the host's desk, bathroom stalls, or even on your receipts!
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Visually appealing signage on your window will make passersby turn their heads. But a well-crafted message that addresses their pain points will drive them to come in and make an actual purchase.
But... What the heck are pain points, you might ask? Pain points are the specific problems or challenges that your customers face, which your gift cards can help solve.
Here are five examples to get you inspired!
1. Stuck on finding the perfect gift? Skip the stress and grab a gift card! Let them choose what they really want this Christmas.
2. Last-minute shopping? Our gift cards make the perfect gift, no wrapping required.
3. Shopping for those hard-to-shop-friends? Forget the guesswork! Give the gift of choice with our gift cards. They’ll love whatever they pick!
4. No time for holiday shopping? Save yourself the hassle and choose our gift cards– the easiest way to check off everyone on your list!
5. Stuck between gifts? Let them decide with a gift card! Perfect for picky friends and family members.
Use AI to write your Signage Copy! (We Give you the Prompt!)
Want to get more copy examples you could use on your signage? Don't forget AI is here to make your life easier. Just open ChatGPT, and use this prompt:
"Create short, catchy marketing copy addressing common customer pain points during holiday shopping that can be solved with a merchant's gift cards. The copy should focus on helping customers with issues like choosing the right gift, gift size, or last-minute shopping, and emphasise the convenience and flexibility of gift cards. The tone should be friendly and eye-catching, perfect for window decals or in-store signage.”
**For better results: specify your industry, business type, and offerings**
Who doesn’t love a freebie, especially when shopping for others? Provide your customers with a little extra with every gift card purchase! For example: *Buy a $100 gift card and receive a $10 bonus card*, *Buy a $50 gift card and get a candle for yourself*, or *Buy a $25 gift card and enjoy a dinner with complimentary cocktails*.
But, which offering works best for you? It all depends on the goal you want to achieve.
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If you want to expand your customer base, offer a bonus card with the purchase of a $100 gift card. The buyer will likely use that bonus card for someone else, introducing your business to both the original gift card recipient and the new person who receives the bonus card.
If your goal is to increase customer loyalty, offer an item for free as a gift. This small gesture makes customers feel appreciated and increases the likelihood of them returning. However, if you're looking to boost both loyalty and spending, offer a discount or a free item on their next visit. This strategy works wonderfully for restaurants offering free drinks, spas offering discounted treatments, or even clothing stores offering promotions.
Gone are the days when businesses had to spend huge amounts on influencers to showcase their products. Now, there’s a more affordable, effective approach: User-Generated Content (UGC) creators. Although UGC creators do charge for their services, their rates are generally much lower than those of big influencers. Plus, they often produce genuine, relatable content that resonates well with local audiences and helps potential customers connect with the products they recommend.
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Do some research to find UGC creators in your city. Consider sending them a gift card and asking for a creative video promoting it as a perfect gift, while also showcasing your business’s offerings. You could also create a special discount code for gift card purchases and have them mention it in their video. Or, run a contest and invite them to help spread the word on social media. The possibilities for collaboration are endless!
Got followers on Instagram? Many businesses don’t realise the potential of Instagram's Broadcast Channels for marketing. This new, underutilised feature allows brands to communicate directly with followers, making it a perfect way to casually highlight why your gift cards are a thoughtful and easy solution for holiday shopping.
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Through your Broadcast Channel, you can share a variety of content formats to make your messaging engaging and effective:
Text Updates: Send quick reminders, limited-time discounts, or last-minute gift suggestions.
Images and Graphics: Feature beautiful images of your gift cards or store, as well as promotional graphics highlighting holiday deals.
Videos and Stories: Share short, engaging videos showing what recipients can experience with your gift cards. Customer testimonials or influencer shoutouts can work well, too!
Polls and Q&A: Get interactive! Use polls to ask followers about their gift card needs or answer questions about how to purchase and redeem them.
Plus, if you have LoyLap’s integration to sell gift cards online, you can share your link in the broadcast channel to make it easy for customers to instantly purchase a Digital Gift Card from your Instagram profile or stories.
Remember, gift cards don’t sell themselves. It’s all about planning your messaging and visuals ahead of time to promote them effectively.
If you want customers to buy your gift cards, it’s crucial they understand why they make a great gift for loved ones. Encourage your employees to remind customers about gift cards or consider setting up a commission structure based on card value. For instance, if an employee sells a $20 card, they earn $1; for a $50 card, they earn $5. Adjust the commission as December 25 approaches to raise the stakes, and see how this simple incentive motivates your team to engage customers in conversations about gift cards.
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Bonus Tip: Don't Leave Employees on Their Own!
If you want this strategy to work, it’s essential to train your team on effective ways to get customers thinking about gift cards as a perfect solution for holiday shopping.
Move beyond the standard “Gift cards are a quick way to cross off your holiday list” and encourage your team to use comments like:
1. "It’s so hard to guess what people really want. With a gift card, they get to pick for themselves."
2. "Last year, I was so stressed trying to find the perfect gift for everyone that I didn’t have time to enjoy the holiday season. This year, I’m buying gift cards so I can relax and actually enjoy the festivities."
3. "I used to stress over buying the right size or color, but now I skip the guesswork with gift cards. They’re perfect for when you’re not sure what to buy, but you know they like the store where you’re purchasing the gift card from."
4. "I’ve had so many Christmas dinners ruined by awkward gift exchanges. Now, I just give gift cards and let everyone pick what they want—it’s so much less stressful!"
5. "I always struggle to find the perfect gift for my Mum—she’s impossible to shop for. Gift cards are the easiest way to make sure she gets something she’ll actually use!"
These examples tap into psychological drivers, making them a great way to promote your gift cards without coming across as pushy or salesy. By addressing customer pain points and offering practical solutions, you encourage gift card purchases in a natural, relatable way.
I Gift cards are often a last-minute choice, and ensuring they’re gift-ready is crucial for making them a standout option during the holiday rush. Think about how you usually receive a gift card – it’s rarely just the card itself. It’s typically packaged in an envelope, sleeve, or a decorative backer, which helps elevate the gift-giving experience. These accessories make a gift card feel more personal and thoughtful.
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To prevent delays due to the holiday rush, plan ahead by ordering your gift card accessories in advance. Partnering with a reliable supplier can help avoid last-minute stress. A little preparation goes a long way in ensuring your customers have the perfect, ready-to-gift card in hand!
Offering gift cards in bundles with popular products or services is a powerful way to add value and encourage more sales. By combining your gift cards with your best-selling items, you make the gift card feel like part of a special, curated experience rather than just a generic present.
Here are some bundle examples:
- Coffee shop: Bundle a $50 gift card with a branded mug or a pack of premium coffee beans.
- Spa or wellness center: Offer a $100 gift card with a package of skincare products.
- Restaurant: Pair a $100 gift card with a wine bottle or chocolates..
- Clothing store: Bundle a $50 gift card with a popular accessory like a scarf, bracelets, or a beanie.
Not only does this strategy boost the perceived value of the gift card, but it also helps introduce the gift card recipient to other products they might not have considered buying on their own. By offering a bundle, you’re also giving the gift card receiver a chance to pick their ideal gift, while also promoting products you want to highlight in your store.
This type of cross-selling works because it appeals to both the gift giver and the recipient. The giver feels like they’re providing something extra, while the recipient enjoys the freedom to choose from your products or services and also feels special that someone selected something just for them.
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While catchy in-store posters can help boost gift card sales, remember that a big chunk of holiday shopping now starts with online searches. Make it easy for people to find your gift cards by creating a dedicated section on your website. Additionally, update your Google My Business profile to showcase that gift cards are available.
Social media is also a great tool to increase visibility. Use your posts to go beyond simply telling customers about your gift cards—show them the benefits. For instance, create a video showing a popular product, like a fragrance, next to a gift card with the caption, “Not sure which scent they’d love? Give them the gift of choice with our gift cards!”
Want to Sell Reusable PVC Cards with QR Codes? Click Here to Learn More About Our Gift Card App!
For service-based businesses, you could post an image of a cozy spa setup, paired with the caption, “Need a thoughtful gift for an overworked mom? Treat her to a spa day with our gift card and let her choose the treatments she likes the most” This approach connects emotionally with customers, showing them how your gift cards solve a common holiday shopping challenge.
In summary, promoting gift cards effectively during the holiday season requires a mix of visibility, value-adding offers, social media engagement, and staff involvement. By placing eye-catching signage throughout your store, collaborating with UGC creators, and actively engaging on platforms like Instagram, you can increase your gift card’s visibility and appeal. Offering bonuses, bundling with products, and adding thoughtful packaging further elevates the gift-giving experience. Finally, training your team and promoting gift cards online completes a well-rounded strategy that makes gift cards a convenient, appealing option for holiday shoppers. By using these approaches, you’re setting up your gift cards to be top sellers this holiday season!
Gift cards are a tried-and-true way to boost immediate cash flow, attract new customers, and give buyers the convenience they’re looking for. Use these tips to creatively promote your gift cards, and watch as more customers come in!