Every retailer knows that promotional periods – from Valentine's Day to Christmas – are prime opportunities to drive sales, boost customer engagement, and build long-term brand loyalty. But with competition fiercer than ever, how can brands truly maximise their impact? Enter gift cards: the unsung heroes of every retail strategy.
From travel and fashion to food and drink, gift cards provide a flexible, high-impact way to capitalise on peak sales periods, reach new audiences, and create repeat customers. Let’s explore how different sectors can make the most of these key moments.
The power of promotional periods
Shoppers are primed to spend during major retail events. Whether they’re looking for the perfect Mother’s Day present or last-minute Christmas gifts, consumers turn to brands they trust. A well-executed marketing campaign around a key promotional period can generate an impressive return on investment (ROI) – we have seen results ranging from 20-50% with the brands we manage, depending on the type and placement of promotions.
Add gift cards in the mix? They elevate this further. For example, our luxury retailers have seen gift card sales increase 170% in Q4 compared to Q3, making it essential to build awareness and engagement well in advance. Similarly, our fashion retailers see a 65% uplift in Q4 vs Q3, showing just how impactful a strong gift card program can be during peak periods.
How gift cards drive success for all retailers
Travel ✈️
The travel industry sees spikes in demand around holiday periods, particularly Christmas, summer, and back-to-school seasons. By launching a gift card programme in Q1 or Q2, travel brands can build awareness and engagement throughout the year, ready for a surge in Q3 ad Q4 when gift card sales increase by 17% compared to H1, according to data from the brands we work with.
Travel retailers could: promote travel gift cards as the perfect birthday or graduation gift, ensuring customers book flights later in the year when demand is at its highest.
Fashion 👗
Fashion retailers benefit massively from seasonal sales. Mother's Day, Father’s Day, and Christmas are especially lucrative. The brands we manage see a 47% month-on-month increase in gift card sales for Mother’s Day, proving how effective they are during key gifting periods.
Fashion retailers could: offer a limited-time discount or bonus value on gift cards during Mother's Day, encouraging both gifting and self-use.
Beauty 💄
Beauty products are a go-to gift for birthdays, Christmas, and Mother’s Day, making gift cards a must-have for brands in this space. Seasonal promotions help drive loyalty while capturing last-minute shoppers who need an easy yet thoughtful gift.
Beauty retailers could: launch exclusive gift card packaging for Christmas or a ‘spend £50, get a £10 gift card’ promotion to drive higher-value purchases.
Entertainment 🎟️
Whether it’s cinema tickets, streaming subscriptions, or gaming, entertainment brands thrive on engagement. Promotional periods like Halloween, Christmas, and Back to School provide a golden opportunity to drive gift card sales and increase brand awareness.
Entertainment retailers could: offer a ‘buy one, get one free’ deal on gift cards for Valentine’s Day, making it an attractive option for date nights and family outings.
Electronics 📱
Electronics retailers see major spikes around Black Friday, Christmas, and Back to School. But with high-value purchases, customers often want flexibility – and that’s where gift cards come in. By building momentum in Q1, brands can drive sales when demand peaks in Q3 and Q4.
Electronics retailers could: offer a bonus £20 gift card with every £100 spent on a major shopping day like Cyber Monday, encouraging repeat purchases.
Food & Drink 🍽️
From birthdays to Christmas parties, food and drink brands can use gift cards to encourage dining experiences and treat-based purchases. Promotions tied to seasonal events can increase awareness while bringing customers back for more.
Food & drink retailers could: launch a Christmas ‘buy a £50 gift card, get a £10 bonus’ campaign to drive both gifting and future visits, driving business in typically quieter January.
The key takeaway? Start early, win big
For retailers looking to make the most of key promotional periods, the secret is early planning and strategic promotion. Launching a gift card program in Q1 means brands can build momentum throughout the year, ensuring that when Q4 hits – the most lucrative time for gift card sales – they’re ready to maximise revenue.
Gift cards aren’t just another product; they’re a powerful tool for customer acquisition, loyalty, and revenue growth. And with the right strategy, they can turn every promotional period into a major success.
Ready to level up your gift card program? Talk to one of our experts today. 🚀
