How can you optimize gift card sales when demand is lower? What marketing strategies should you implement based on your industry?
In this article, we provide tips to boost your gift card program during these quieter times.
Why optimize gift card sales during slow periods?
Slow periods are a real challenge for businesses, whether in retail or e-commerce. Too often, brands focus their marketing efforts on peak seasons (winter holidays, sales, etc.) neglecting quieter moments. Yet, these periods can be turned into a strategic opportunity to maintain a steady revenue flow and avoid a drop in activity.
And for this, gift cards are a particularly effective tool!
- Unlike traditional discounts or price reductions, they generate immediate cash flow for a future purchase. Gift cards provide businesses with immediate revenue while allowing customers to choose their product later.
- By offering gift cards as a regular option, brands can increase their revenue even during slow periods. In fact, consumers often spend more than the initial value of the card—an extra budget boost always welcome!
- Gift cards can also play a key role in acquiring new customers. They are often given by satisfied customers, serving as a recommendation tool and increasing brand visibility. For online retailers, they are a low-cost acquisition tool, especially when promoted through digital channels like email marketing or social media.
This marketing lever deserves special attention in any multichannel sales strategy!
How to optimize gift card sales during slow periods
Launch specific promotional offers
During slow periods, it’s essential to capture consumer attention with attractive offers.
Consider offering exclusive promotions on gift cards to spark interest. These offers encourage customers to purchase gift cards in advance for special occasions, even outside peak demand periods.
Some ideas:
- Offer free customization on gift cards (adding photos, messages) to increase engagement.
- Provide a bonus to encourage immediate gift card purchases and additional spending. For example: “Buy a €50 gift card and receive a €10 voucher for your next order.” or “Buy a gift card and get a discount on the new autumn/winter collection!”
- Offer an instant discount on gift card purchases for a limited time, commonly known as the “enhanced gift card” strategy.
Integrate gift cards into your loyalty program
Incorporating gift cards into a loyalty program can boost sales during slow periods. You can, for example, offer extra loyalty points or gift cards as a reward for frequent purchases.
This strategy is very effective in encouraging repeat purchases. It not only rewards loyal customers but also creates opportunities for repeated transactions.
Focus on customer experience to optimize gift card sales
Today, customers don’t just want to give money; they want to offer an experience. Gift cards can be used for workshops, events, or unique experiences in certain industries. This approach adds emotional value to the purchase while increasing sales.
In creative hobbies, DIY, or gardening, offer a gift card for a workshop or class. This adds value and makes the gift more appealing.
In the beauty & wellness sector, offer gift cards for spa sessions or treatments instead of products. This encourages customers to give relaxation experiences.
Leverage major events
Even outside traditional holidays, there are many opportunities to boost gift card sales. You can capitalize on specific events to highlight your gift cards outside peak seasons.
- Are you in the sports industry? Offer gift cards with special deals by sponsoring major local or national sporting events.
- Specializing in furniture or home decor? Take advantage of slow periods after seasonal peaks to promote gift cards. In autumn, for example, when renovation projects are often completed, and the focus is on finishing touches. You can pair your gift card with online or in-store decorating advice services.
- In the fashion sector? Offer gift cards that include access to an exclusive in-store event, such as a parent-child workshop to customize clothing, fashion advice, or a preview of a new collection.
These events create a unique customer experience, drive store traffic, and boost gift card sales during slower periods.
Use social media and email marketing
Social media and email marketing are powerful tools for promoting gift cards during slow periods. Here are some effective strategies:
- Highlight your gift card program through targeted advertising campaigns on social media (Facebook, Instagram) to attract a broader but more specific audience.
- Send personalized newsletters to regular customers with special offers to maximize campaign impact. You can include gift card purchase suggestions tailored to their preferences or purchase history.
Go digital… and omnichannel!
Digital gift cards are available instantly, with just a few clicks. They are an ideal payment method for online shopping enthusiasts. A convenient and fast solution, especially during slow periods, for customers seeking flexibility in their purchases.
Thanks to their adaptability, digital gift cards easily fit into an omnichannel strategy—provided you have an effective omnichannel gift card solution! A solution that allows customers to buy a card online and use it in-store, or vice versa. Convenience and flexibility that enhance the customer experience and boost gift card sales!
Pay attention to digital differentiation
It’s essential to offer features that set your e-gift card apart from competitors:
- Provide customization options (adding messages, photos, or videos accessible via QR code). This enhances the emotional impact of the purchase, encouraging customers to give more meaningful gifts.
- Multiply touchpoints throughout the customer journey by making e-gift cards available across all sales channels, both physical and digital.
- Offer pool gift cards, allowing multiple people to contribute to an e-gift card valid exclusively for your brand. An ideal option for special occasions like birthdays or baby showers.
By focusing on personalization and an omnichannel presence, your digital gift cards will become a strategic asset. They will not only help retain customers but also boost sales during slow periods.
As you can see, slow periods should not hinder gift card sales-quite the opposite! With the right strategies, gift cards can become a powerful tool to keep customers engaged year-round, especially during quiet periods.
