Gift cards have evolved far beyond a convenient last-minute gift; they’re now a strategic tool for businesses to boost engagement, drive revenue, and build long-term customer loyalty. As consumer behavior continues to shift toward digital-first experiences, especially during the holidays, incorporating digital gift cards into your broader marketing efforts can unlock serious potential.
Whether you’re running a boutique shop, an e-commerce site, or a national brand, a strong gift card program can help you attract potential customers and keep loyal customers coming back.
The versatility of gift cards makes them effective across the entire customer journey. They can bring in foot traffic, encourage repeat visits, and introduce your business to someone new. Offering gift card giveaways as part of seasonal marketing ideas, like a limited-time promotion or holiday season sweepstakes, can create excitement and give added value to your brand. And let’s not forget: many recipients end up spending more than the card’s value, helping you drive a higher average order value.
Beyond the holidays, gift cards continue to provide benefits throughout the year. They can play a central role in loyalty programs, tie into referral incentives, or serve as rewards for reviews and survey participation. With thoughtful execution, gift card campaigns can become a year-round strategy to deepen customer relationships, re-engage dormant users, and encourage repeat purchases.
As consumer expectations rise, brands need flexible and engaging ways to meet them. From personalized messages to branded designs, today’s custom gift cards can do more than just sit in someone’s wallet — they can represent a meaningful interaction between your brand and your audience.
What is gift card marketing?
Gift card marketing is a strategy that uses gift cards as promotional tools to drive revenue, build awareness, and foster brand loyalty. At its core, the approach is simple: leverage gift cards to incentivize purchases, reward engagement, and offer added value to both new customers and returning ones. Businesses often use them as part of broader marketing ideas: offering bonus cards for later purchases, discounts for referrals, or incentives during key sales periods like the holiday season.
There are two primary types of gift cards: physical and digital gift cards (also known as eGift cards). Physical cards are tangible and work well in-store or as stocking stuffers, while digital gift cards can be emailed instantly, making them a great choice for online businesses or last-minute shoppers. Both formats can be part of a successful gift card program, but integrating gift cards into your digital storefront and marketing platforms ensures you’re set up for both convenience and scalability.
No matter the size of your business, launching a gift card program can help you reach new audiences, boost repeat visits, and encourage more purchases. Gift cards are also an excellent upsell opportunity and can encourage recipients to spend beyond the card’s value– supporting a higher average order value over time.
Why eGift cards are a powerful tool for modern marketers
Digital gift cards are more than just a convenience; they’re a critical part of Black Friday marketing promotion strategies and a smart year-round solution for marketers who want speed, flexibility, and engagement.
As shoppers increasingly look for convenient and contactless options, eGift cards offer instant delivery, mobile compatibility, and seamless redemption across digital and physical storefronts. For procrastinators or long-distance gifters, they’re the perfect solution during the holidays.
But convenience isn’t their only strength. Gift card campaigns can easily incorporate personalized messages, unique designs, or seasonal themes, giving brands a way to stand out while deepening customer relationships. This level of customization reinforces brand identity and makes the gift feel thoughtful, even when time is short. Custom gift cards can match your seasonal promotions or branding, while loyalty incentives tied to future sales can stretch their value even further.
For marketers looking to diversify their marketing ideas, digital gift cards also open up new ways to drive engagement. For example, you can offer a bonus card for customers who spend over a certain amount, encourage gift card giveaways for social sharing, or include them as part of referral and loyalty programs.
These tactics not only create buzz but also foster deeper connections with loyal customers while bringing in new customers. Over time, that adds up to increased sales, stronger brand visibility, and measurable returns on your gift card program.
Effective strategies for holiday gift card marketing
Looking for a quick guide for holiday marketing that actually delivers results? Start with gift cards. Whether you're a small business or a growing e-commerce brand, the right gift card program can help you connect with loyal customers and bring in new customers during the busy holiday season. With smart timing and compelling offers, digital gift cards can become one of your most valuable marketing ideas. From limited-time bundles to festive gift card giveaways, the opportunities are endless.
Promote gift cards as stress-free gift solutions
Shoppers are always looking for easy, thoughtful gift options, especially when they’re in a crunch. Market your digital gift cards as a no-fail solution for busy people who still want to make someone feel special. They’re perfect for ways to say thank you, last-minute gifting, or sending a surprise with a personalized message. Position your gift cards as a stress-free, thoughtful alternative that still delivers added value and supports customer relationships.
Use urgency and countdowns to drive last-minute sales
Urgency is your best friend when it comes to holiday marketing. A countdown to the final day for gift card delivery or a limited time bonus offer—like “buy a $50 card, get $10 free”—can trigger more purchases. Digital gift cards especially appeal to last-minute shoppers who want instant delivery without sacrificing quality. Use phrases like “only 2 days left” or “ends at midnight” in your messaging to increase engagement and drive repeat visits.
Bundle gift cards with special offers or bonuses
To give your gift card campaigns extra appeal, pair them with exclusive perks. Offering bonus value, like a free product or a discount on the recipient’s next visit, adds an element of surprise and makes the purchase feel like a win-win.
These bundles can boost your average order value, drive future purchases, and position your gift card program as more than just a transaction: it’s an experience. Bonus offers are also a great way to reward loyal customers while enticing new customers to try your brand.
Highlight them across website, email, and social media channels
Visibility is key. Promote your digital gift cards across your homepage, checkout pages, promotional emails, and especially your social feeds. Align your campaigns with social media holidays like “International Coffee Day” or “National Pet Day” for added impact.
Cross-channel promotion keeps your gift card program top of mind and helps drive awareness during the busiest shopping weeks. Make sure each mention includes a clear call-to-action and highlights any limited time offers or gift card giveaways.
How to market gift cards beyond the holiday season
While the holidays are peak time for gift card campaigns, your gift card program shouldn't hibernate the rest of the year. With a few targeted strategies, you can keep momentum going and continue to make sales long after the decorations are packed away. From loyalty programs to referral marketing, gift cards can offer lasting added value that builds strong customer loyalty all year long.
Position gift cards for birthdays, thank-you gifts, and special occasions
Life is full of reasons to give. Remind shoppers that digital gift cards make perfect birthday presents, graduation surprises, or “just because” thank-you gestures. Promoting these use cases keeps your brand top of mind even during the off-season, offering ongoing added value to your customers and encouraging more purchases. Don’t forget to highlight how easy it is to send one with a personalized message for any occasion.
Promote them during seasonal campaigns
Leverage seasonal shifts like back-to-school, summer travel, or Mother’s Day to keep your gift card campaigns relevant and timely. Tie them into product launches or limited-edition collections to create excitement and position them as the perfect companion gift. These marketing ideas keep engagement high and help drive visits across the calendar.
Run referral programs using gift cards as incentives
Looking to grow your customer base? Launch referral marketing campaigns that reward both the referrer and the new customer with a digital gift card. This is a smart way to increase brand exposure while maintaining budget control. It’s also a simple and scalable way to boost customer loyalty, especially when paired with other loyalty programs or discounts for future purchases.
Offer gift cards as part of a loyalty or rewards strategy
Keep your best customers engaged by making gift card giveaways or bonus credit part of your loyalty programs. Whether it’s a surprise reward after a certain number of purchases or a birthday perk, custom gift cards can turn a good experience into a great one. It shows appreciation for loyal customers and motivates them to return, which drives repeat visits and supports long-term customer relationships.
Best practices for promoting eGift cards online
Digital gift cards are a powerful way to increase sales, attract new customers, and reward loyal customers. To get the most out of your gift card program and boost gift card purchases, focus on making them easy to find, easy to buy, and personal to the shopper. These best practices can turn casual browsers into buyers and encourage repeat visits all year long.
Feature them prominently on your website and checkout pages
Showcase digital gift cards across your homepage, product pages, and cart to boost your site's customer experience for the holidays. Visibility drives sales, especially when paired with limited time offers or gift card giveaways.
Make the purchase and redemption process simple and mobile-friendly
Keep the buying and redemption experience fast, clear, and mobile-friendly. A smooth process helps retain customers and reduces friction for new customers exploring your gift card program.
Personalize gift card messaging based on buyer behavior or occasion
Let shoppers add a personalized message, and tailor suggestions based on occasion or shopping habits. Allowing buyers to create personalized gift cards can enhance customer relationships and support additional purchases.
Use email and automation to follow up with gift card buyers and recipients
Use a lead generation platform to automate follow-ups, reminder emails, and thank-you messages. This supports customer loyalty and promotes future purchases.
Common mistakes to avoid in gift card marketing
Even strong gift card campaigns can fall short if key details are overlooked. Avoid these common gift card promotion mistakes to maximize added value, maintain customer loyalty, and get the most from your digital gift cards all year.
Only marketing them during holidays
Don’t limit your gift card program to the holidays. Promote cards for birthdays, thank-you gifts, and seasonal moments to keep sales steady and drive visits.
Not training staff on how to promote or explain gift cards
Make sure your team understands how to sell and explain gift card campaigns. Clear communication helps build trust and supports both long term loyal customers and new customers.
Overlooking expiration policies or unclear redemption instructions
Confusing terms reduce trust and redemption rates. Clear expiration details and easy instructions improve the customer experience and reinforce customer loyalty.
Failing to track gift card usage and redemptions
Without tracking, it's hard to measure success. Monitor redemption data to improve your marketing ideas, grow average order value, and drive more purchases.
Make gift card marketing a year-round growth tool
Gift cards– especially digital gift cards– aren’t just for the holidays. When used strategically, they can serve as a powerful, year-round growth tool that helps you increase sales, enhance customer loyalty, and engage both new customers and loyal customers alike.
From using gift card giveaways to spark interest, to incorporating them into loyalty programs or referral marketing strategies, there are countless marketing ideas that extend beyond the holidays. The key is consistency, personalization, and making the purchase and redemption experience as seamless as possible.
To make your gift card campaigns even more effective, using the right tools matters. With a platform like Mailchimp, you can easily promote, sell, and automate your gift card efforts across email, your website, and even social media.
Mailchimp helps you stay top-of-mind with shoppers through thoughtful follow-ups, segmented messaging, and integrated tracking—so you can turn gift card programs into steady revenue streams and long-term customer relationships.
Key Takeaways
- Digital gift cards are flexible, high-impact tools that help drive higher engagement, attract new customers, and support customer loyalty year-round.
- Position gift cards for more than just the holidays—think birthdays, thank-you gifts, referrals, and seasonal promos.
- Bundle gift cards with bonuses, use limited time offers, and highlight them across your website, emails, and social channels.
- Tracking usage, simplifying redemption, and offering added value are key to making your gift card program a consistent driver of more purchases and increased sales.