Marketing Ideas to Maximise Gift Voucher Sales throughout the year
Gift Vouchers are not just for Christmas and there are plenty of opportunities to generate strong voucher sales throughout the year. From seasonal events such as Valentines, Mother’s Day and Easter, to customised campaigns for special occasions such as birthdays, anniversaries and weddings, gift vouchers provide a safe and flexible way to celebrate life!
To get the most from your voucher strategy, you need to start planning early and create custom campaigns for each offer that best suit the market and your product offering.
Some seasonal events and occasions that can be included in your voucher marketing plan:
Vouchers are a great way to let someone you love know you care and can include a wide range of voucher experiences, from spa breaks to romantic dinners or luxury getaways…start marketing early with creative campaigns that inspire and remember to think outside the box…in difficult times like these sending a gift to anyone you love allows them to plan for the future.
Mother’s Day & Father’s Day
Each Spring billions are spent in recognition of one thing – Mothers and these days some favourite gift options such as dinner out or a spa trip are limited due to Covid-19 restrictions and with many retailers facing shipping and supply issues, an online gift card will become the gift of choice this Mother’s Day. The perfect way to show you care, even if you cannot be there! Don’t forget Dad! Although he may trail behind Mum on average spend, this year more than most letting him know you care will be more important than ever and a gift card will be the easiest and saftest way to mark the occasion. As for most seasonal campaigns keep promoting on the day as an estimated 10% of purchasers leave it till the last minute to send a gift.
We could all do with some more celebrations in our life right now…but for the moment most will have to be virtual or in small bubbles. Although normally Easter is a time for sending chocolates, having Easter egg hunts or dinner with the family. This year sending a gift voucher for a fun experience or treat at your property will be a great way for people to spread some positivity. Dedicated landing pages, with fun and engaging imagery and gift experiences that appeal to their sense of celebration will work well. Or for those who cannot have a large family meal this year, then a dining voucher will tick all the boxes.
Bank Holidays could be a good time to promote special offers or sales, away from the noise and increased competition of Black Friday. You can either offer vouchers with a discount or an added value if you don’t like to discount your vouchers. Or run a limited offering to create a sense of urgency.
Black Friday / Cyber Monday
Over the last few years this campaign has become one of the busiest voucher sale periods of the year and can run for 3 days to over a week. With increased competition on discounted offerings and marketing spend, the key is to start early, be creative and promote across all channels and media. Mix up the offering with Flash Sales, hourly deals or early access for loyalty.
The Festive season delivers the lion’s share of voucher revenue for most products and the key to getting the most from this period is to once again start early and maintain regular and timely communications with your n target market. Don’t just add some holly or tinsel to your voucher products, but consider creating custom voucher experiences for the Festive season to make them feel that little bit more festive and as well as starting early remember to promote after the 25th as many still send last-minute gifts after the big day.
For many years the January Sale has been a much-anticipated event by consumers for retail, hospitality and travel and in the times we live in, a January gift voucher promotion is a great way to offer a value offering that if safe and flexible, allowing the recipient to plan for the future and redeem as and when suits them.
Birthdays, anniversaries…vouchers are the perfect gift for all types of celebrations and running regular campaigns, supported with dedicated landing pages, and an inspiring gift guide will drive year round voucher sales as well as strengthening engagement with your brand.
Creating a dedicated wedding gift offering, supported with SEO, paid advertising campaigns and regular social shares will allow you to tap into the wedding market. The flexibility and convenience afforded by gift cards makes them perfect wedding presents and if a cash voucher feels too impersonal then ensure you have customised experiences to appeal to the wedding gifting market.
Encourage Treating Oneself
An increasing percentage of people purchase a gift voucher to treat themselves. Use creative social campaigns, include ideas on how to spoil yourself on landing pages and online gift guides and promote throughout the year – because we are all worth it!