Marketing to Women: 7 Tips for Selling Gift Cards Right Now!
November 17, 2012 § 1 Comment
Gift cards are set to reach an all-time high in sales this year. National Retail Federation’s 2012 holiday consumer spending survey shows that 81.1 percent of shoppers will purchase at least one gift card and will spend an average of $156.86 on gift cards, the highest amount in the survey’s 10-year history. Total spending on gift cards will reach $28.79 billion. We have put together seven tips on marketing gift cards to women right now!
1. Sell an experience. Maybe you could package a special experience for the shopper – a set of cooking lessons, a day at the spa, a day fly-fishing or a set of special bed linens. It makes the gift card more personal for the giver and the recipient. The recipient gets to pick the time or the sizes.
2. Sell a popular package or specific amount that covers a popular item. Don’t assume the shopper knows your store. The shopper may have budgets for spending and may not know what an appropriate amount buys in your store. A man may need help to know what to spend in a cosmetics or lingerie store. Almost anyone needs help knowing what to buy a teenager. And nothing is worse than getting a gift card to an expensive restaurant that doesn’t even cover the cost of the appetizer.
3. Put together suggested gift lists. This is another way to let customers know what a appropriate gift card amount might be. A list of items for $25, $50 and $100 should suggest the right amount for the buyer.
4. Make sure your website is gift card friendly. Some 77% of retailers sold gift cards online last year. We know that consumers buy gift cards for convenience so the ability to buy gift cards on your website is extremely important. Research indicates that many times gift card purchases come from outside the state where you are located. Make the gift cards prominent on the website and make sure that buying a gift card is extremely easy with as few clicks as possible. Allow people to share their experience online as well. Make sure gift cards can be purchased on those smartphones as well.
5. Make Gift Cards a Main Message. Restaurants and department stores have long known the value of gift cards but other industries have lagged. It’s not too late. Get messages up in your store and at your check-out areas promoting gift cards. Think about corporate sales and incentives. Use social media to promote gift cards and the ease and convenience of them. Put a voicemail message on your phones to promote gift cards.
6. Send well-timed emails for more online sales. Time your emails to land in inboxes on appropriate days like Thanksgiving, Black Friday, Hanukkah and Kwanzaa. This year Hanukkah begins December 8 and ends December 16. Kwanzaa begins December 26 and ends January 1. First class domestic mail deadline this year is December 20 and parcel post is December 14. Research has shown that 50 percent of instant gift card sales take place within 48 hours of Christmas, with December 24 being the top day to purchase a gift card online.
7. Treat the buyer as well. Promote a creative offer that rewards the buyer as well. “Buy $100 in gift cards and get a $20 gift card for yourself.” Not only do gift cards help your after Christmas sales, but a bonus may cause the buyer to create another occasion for using your business. Offer specials for people in your neighborhood who may not get out to shop often. Think about other business owners, first responders and retail workers.