4 Ways to Boost Gift Card Sales This Holiday Season

65% of customers spend 40% more than the value of the card they received.

1. Take Care of the Basics

In order to drive more sales, you need to take the guesswork out of what to give! This means making it as easy as possible for individuals looking for gift cards to find what they want and also inspiring those who are unsure what to buy to choose your brand. Here's some easy, but effective, ways to do that:  

• Put it front-and-center online. Gift cards should be easy to purchase on your customer app and Webstore. If customers have to hunt for it, they’ll give up.
• Create a beautiful card rack near the reception area or catch a customer’s eye at the front desk with an attractive display. Let visual appeal do some of the selling for you.
• Use attractive packaging. Remember, these are gifts so offer sleek envelopes or pretty boxes to house the gift card and remove the packaging step from your busy customer’s to-do list.
• Keep display and packaging on brand. Every element of your business should reflect the brand logo and color scheme whenever possible.
• Make the format flexible. Some guests want to share their favorite services with friends and family, while others want to gift a dollar amount. Provide dollar and service/package cards to see more sales.

2. Optimize Front Desk Sales

Encourage gift card purchases at the one place where customers are most likely to have credit cards out and “shopper” hats on: the front desk.

Your welcoming staff can offer upsells and additions for an experience that surpasses the customer’s expectations and adds to your bottom line.

Help your front desk staff get on board with the initiative in the following ways:  

• Establish metrics. What gets measured gets done. Share clear sales goals for the program so employees know what to work toward.
• Make it fun. Run a holiday gift card sales contest with incentives for managers and front desk staff.
• Centralize your communications. If your brand includes multiple locations, make sure every employee receives the same consistent program messaging.  
• Set your staff up for success with training. Help them gain confidence about executing the new program and ensure they understand exactly how the program works, including what the cards can and can’t be used for.
• Show employees what’s in it for them. How do staff benefit when customers purchase and redeem gift cards? This includes personal benefit (such as a friendly sales competition), or team benefit in higher revenue, more customers, and a stronger business.

3. Get Creative with Promotions

Make a list of fun and innovative ways to increase awareness. Don’t settle for boring, and don’t go with the first idea that comes to mind. Make a list, brainstorm with others and identify what works best for your brand. Here are some ideas to get you started—but let your imagination take it from here.

• Hold a holiday “gifting party.” Invite customers (and their friends) to shrink their holiday shopping list by stocking up on gift certificates for friends and family at your center—and make it a party! Wine them, dine them, and sell those cards. If COVID concerns are high, go virtual and drive sales through your website or a dedicated web form.  
• Target repeat buyers. Make a list of customers who purchase gift cards at least once. Create marketing campaigns specifically for this segment and keep them informed about upcoming card deals and promotions.  

4. Identify New Markets

Think beyond your typical customer profile and consider who else might want to give your services as a gift. If the majority of your guests are women, then it’s time to target the males!  

‍

• Get your hospitality game on for the husband who isn’t familiar with your services but wants to treat his wife. When he stops by, offer him a beverage as you would a regular customer, give him a tour of your center, guide him through your service menu, upsell him—maybe even suggest a couple’s service.  
• Find offices and organizations that may want to purchase holiday gift cards for their staff. You’ll find plenty of opportunities in your own neighborhood. Consider:
• Physicians’ offices
• Dental offices
• Chamber of commerce
• Realtor offices
• Restaurants
• Golf club groups

‍

Start Your Gift Card Programs Today!  

There's a whole array of ways to get creative and boost gift card sales. We hope the above ideas inspire you and most importantly don’t forget to track the results so you can see what works best and do even better next year.  

Use Zenoti’s flexible gift card features so your guests – and their friends – can glow up for the holiday season. Get in touch.