Every holiday season offers your restaurant a golden opportunity to drive revenue and gain new loyal customers. This peak annual period has kept gift cards popular for tens of millions of consumers. For many, they’re the perfect, easy gift option.
The average American household purchases 3.2 holiday gift cards every year of $51.47 each, according to Wallet Hub and National Retail Federation data from May 2023. Gift cards purchased during the holidays are popular among busy shoppers looking for a convenient and thoughtful present.
To maximize your holiday sales, consider offering special gift card deals, such as discounts or bonus cards, to attract more customers. To take full advantage of this trend, several critical components in your holiday gift card promotions must be addressed.
This article will examine practical ways to develop a top-performing restaurant holiday gift card campaign and help you achieve maximum holiday sales.
Gift cards are a popular holiday season purchase (with 42% of women and 34% of men desiring them as gifts during the American Christmas season), so it’s wise to prepare your campaign long before the holidays. A smart plan prevents loss of opportunities and elevates your successful promo. Here are three tips on how to stay ahead of your competition:
Early planning for a fantastic gift card promotion means establishing campaign goals, like target sales numbers, budget allocation, and your promotion’s launch date. Getting ahead of the game means tapping into the pre-holiday momentum and grabbing shopper interest from day one. Consider launching a special Black Friday deal to offer bonus gift cards for early shoppers.
For example, Tinuiti's 2023 Holiday Shopper Study found that 57% of consumers start shopping for the winter holiday during or before Thanksgiving, so you shouldn’t delay your promotion’s launch. You should also segment your customer base to promote it more effectively. Running promotions exclusively for loyal customers while offering introductory deals to new clients can boost the effectiveness of your sales and promotions.
The great thing about gift cards is you can use different tactics to promote them uniquely. For example, you can provide physical gift cards with holiday designs or special packaging to offer as the ultimate present. Bundled offers, such as a $5 bonus gift card or coupon for every gift card purchase, help instill the "value" mindset for consumers.
Another example is how restaurants like Olive Garden have successfully implemented “Buy One, Get One” gift card promotions during the holiday season. They've historically offered a bonus gift card for every $50 spent on gift cards during December, boosting sales and encouraging repeat visits.
When offering promotions, communicate the fine print, such as when the promotion ends and any restrictions on when and how the cards can be used, to maintain transparency and trust with your customers. Link to your gift card tax information if any of it is pertinent to your buyers so they know where to find details when needed.
Your holiday gift card campaign should also align with your broader marketing goals. Consistent messaging across all channels (social media, email marketing, in-store promotion) reinforces your brand and informs customers about the types of gift cards available.
If you serve holiday specials, consider offering gift cards as a great accompaniment to a festive meal. The trick is not to leave gift cards as an afterthought in your holiday marketing plans. Encourage customers to use their cards for dine-in experiences or to buy more gift cards as last-minute gifts on Christmas Eve.
To further refine your approach and boost sales, download our Marketer’s Guide to Gift Card Strategy. This guide offers valuable insights into harnessing changing gift card purchasing behavior and promoting them as an essential part of your brand experience.
You need both technology and social media to increase your holiday gift card campaign’s visibility. Integrating innovative tools and platforms can boost customer engagement by facilitating a seamless shopping experience, allowing customers to buy gift cards online effortlessly.
1. Digital Marketing Tactics
Online marketing is a big part of holiday gift card sales. Begin by sending targeted email campaigns to your customer database touting the benefits of gift cards and any special promotions you have. Personalized emails with the recipient's name can increase engagement and conversions.
Send push notifications through your app: If you have a restaurant-based application, notify users about gift cards through this channel. Offering bonus cards or discounted gift cards via your app can also drive more downloads and in-app purchases.
Fund targeted online ads, especially on social media platforms like Facebook and Instagram, to reach different demographics and remind site visitors about your gift card offerings.
2. Website Optimization
Make it easy for customers to buy gift cards by featuring prominent call-to-action buttons on your homepage and menu pages. A clean and optimized checkout process with minimal steps can prevent high cart abandonment rates and increase sales.
You could also run a pop-up or banner advertising holiday gift cards on your site, creating a direct route to purchase and enabling easier payments for gift cards on the spot.
3. Social Media Engagement
Social media is a powerful way to spread the word about your holiday gift card promotion. Connect with your followers by organizing fun contests, giveaways, or exclusive discounts. Encourage your customers to share their holiday experiences at your restaurant by asking them to post photos of their gift cards using a branded hashtag.
To keep things lively, consider adding interactive content like polls or quizzes. This will keep your audience engaged and make them feel more connected to your brand. For example, you could run a poll asking followers to choose their favorite holiday dish, with participants entering to win a bonus card.
Work hard to increase your in-store visibility for gift card sales. Train your staff to upsell gift cards during customer interactions, especially when the holidays are mentioned. Strategically placing gift cards at your POS and offering cross-promotional opportunities or discounts can prompt impulse purchases.
1. Point of Sale Promotions
In-store visual merchandising, like a holiday display specifically for gift cards, can boost awareness. Try personalizing your store with festive décor and holiday motifs and offering bundled gift card packs.
2. Cross Promotion Opportunities
Experiment with cross-promotion strategies to add more value to your gift cards. Promotional limited-time menu items with a gift card purchase can increase appeal. For instance, you might offer a discounted gift card with the purchase of a holiday dinner for two.
3. Customer Incentives
Encourage purchases through value-added incentives. For example, a $10 bonus card with every $100 gift card purchase can motivate larger buys, driving sales and enhancing customer satisfaction. Extra reward dollars for gift card purchases can also increase perceived value and drive sales.
Regardless of how well your holiday gift card promotions perform, they can help you understand what worked and where improvements are needed. Here's how to do it:
Holiday gift card promotions are a powerful way for restaurants to drive sales and gain new customers. By starting your planning early, incorporating creative ideas into your marketing strategy, using modern technology, and increasing in-store visibility, you can design a successful campaign that delivers results.
The trick is to be flexible and creative. Continuously explore new ways to engage your customers and make your gift cards the most appealing choice. With the strategies and steps outlined here, you're ready to build a gift card campaign that your customers will rave about.
Want to take your gift card strategy up a notch now? Get our Restaurant Gift Card Sales Report and learn everything from trends, customer behavior patterns, and tips to enhance your gift card program this holiday season.