Many experience-based businesses underestimate the power of gift cards. This mistake leaves millions in potential revenue untapped every year. In fact, during peak holiday seasons, companies that actively promote gift cards see revenue spikes of 20-30%, while those that don’t barely move the needle.
Gift cards aren’t just another product to sell. They are customer acquisition tools, cash-flow stabilizers, and year-round marketing assets. Studies show that 76% of consumers prefer spending money on experiences over physical gifts, and over 61% of gift card users spend more than the card’s original value. That means gift cards don’t just drive revenue upfront - they bring in new customers who are likely to spend extra and return for more.
In this article, you’ll learn how to market and sell gift cards strategically as an adventure operator, tour company, or experience-based business. From timing your campaigns to optimizing landing pages and running targeted ads, these strategies will help you maximize revenue and turn gift cards into one of your most reliable sales channels.
Table of Contents
- Why Do Gift Cards Matter for Experience-Based Businesses?
- When Should You Promote Gift Cards?
- How to Market Gift Cards Effectively
- Create Urgency and Drive Action
- Package Experiences to Make Them Irresistible
- How to Advertise Gift Cards
- Should You Offer Discounts or Bonuses on Gift Cards?
- Track and Optimize Your Campaigns
- What If You’ve Never Sold Gift Cards Before?
- Where to Go from Here
Why Do Gift Cards Matter for Experience-Based Businesses?
Gift cards matter because they convert gift-givers into brand advocates and gift-receivers into new customers. When someone receives a gift card for your tours, rentals, or activities, they are often experiencing your brand for the very first time. If they enjoy their adventure, they become repeat buyers and often bring friends or family along.
The impact extends beyond holidays. Gift cards generate steady cash flow during slower seasons, providing upfront revenue that smooths financial gaps. Industry data shows that 61% of all gift card redemptions result in additional purchases or upgrades, such as adding extra guests or booking premium options.
Another overlooked advantage is breakage - the small percentage of cards that are never redeemed. While not the main goal, this still represents effortless revenue. Nearly 47% of Americans have at least one unused gift card at home, and higher-income households leave even more unspent.
When Should You Promote Gift Cards?
The short answer: always. But peak performance happens when campaigns align with key seasonal moments or personal milestones. While holidays like Christmas and Mother’s Day are obvious drivers, many Flybook clients also see strong gift card performance year-round.
- 🎄 Holiday Season (Nov–Dec): “Give the gift of adventure”
- 💕 Valentine’s Day (Jan–Feb): “Plan your next adventure together”
- 🎓 Graduation Season (May–June): “Send them off with an experience”
- 👨👩👧👦 Mother’s/Father’s Day (April–May): “Gift time together”
- ⏱️ Last-minute Gifts: Push instant digital delivery year-round
Successful businesses build campaigns around these windows but also keep gift cards front-and-center on websites, checkout flows, and promotional emails all year long.
How to Market Gift Cards Effectively
Marketing gift cards requires more than just listing them on your site. You need visibility, urgency, and targeted promotions that connect with your ideal buyers.
Proven strategies include:
- Featuring gift cards on your homepage with a clear call-to-action
- Creating a dedicated landing page optimized for SEO (e.g., “Gift Adventure Cards” or “Experience Gift Certificates”)
- Adding email campaigns that highlight seasonal campaigns and remind past customers about gift options
- Using checkout up-sells like “Send this experience as a gift.”
- Running social ads that target local audiences with seasonal offers
Social media in particular can make a major impact. Platforms like Facebook and Instagram thrive on visual storytelling. Highlight real customers enjoying your experiences and connect that imagery with “Give this adventure as a gift.”
Create Urgency and Drive Action
Scarcity motivates buyers. Limited-time discounts, holiday countdowns, or bonus offers (“Buy $100, get $20 free”) push customers to act rather than wait.
Urgency can be created with:- Seasonal deadlines: “Order by Dec 20 for holiday delivery”
- Limited bonuses: “First 50 buyers get a free branded water bottle”
- Countdown timers: on landing pages and in email campaigns
The more specific and time-bound your offer, the higher the conversion rate.
Package Experiences to Make Them Irresistible
Gift cards alone are powerful, but packaging them with extras can boost their appeal. Consider combining a gift card with a branded item, like a reusable water bottle or t-shirt. This gives the recipient something physical to unwrap while holding the promise of an experience later.
Other package ideas:
- Adventure + merchandise bundles (kayak tour + dry bag)
- Couples packages for Valentine’s Day
- Seasonal bundles (ski pass + hot chocolate voucher)
These packages not only differentiate your offering from generic retail gift cards but also increase perceived value.
How to Advertise Gift Cards
To maximize exposure, think of gift cards as a product that deserves its own marketing plan.
- Email marketing: Send holiday campaigns to your past customers with subject lines like “The Gift of Adventure, Delivered Instantly”
- Website banners: Feature gift card promotions on your homepage and booking flow
- Social media: Share posts that tie into seasonal trends, supported with ads targeting local gift-givers
- Local marketing: Use signage at your physical location and QR codes on receipts or business cards
You can also test whether promoting specific experiences performs better than open-value cards. For example, offering a “Sunset Kayak Tour Gift Card” may generate more sales than a generic $100 option.
Should You Offer Discounts or Bonuses on Gift Cards?
Discounting can drive short-term sales but needs careful planning. Instead of slashing prices, many businesses see stronger results by offering value-add promotions.
Examples include:
- Buy $100, get $20 bonus card.
- Buy two cards, receive a free branded item.
- Free upgrade for recipients when redeeming.
This way, you protect margins while still creating urgency and excitement for buyers.
The only way to improve gift card sales is to measure performance. Key metrics to track include:
- Total cards sold
- Average purchase value
- Redemption rates
- Percentage of new vs. returning customers
- Upsell/upgrade activity
These insights help you identify which campaigns perform best and which promotions drive the most profit. Even small improvements in redemption or upselling can significantly impact revenue.
What If You’ve Never Sold Gift Cards Before?
Starting small is better than waiting. Many businesses launch with just a few preset amounts and a single email campaign. Once you see sales roll in, you can expand promotions, add custom designs, and test new campaigns.
The Flybook provides ready-to-use templates, so you don’t need to design from scratch. Even without prior experience, you can quickly build a professional, revenue-driving gift card program.
Gift cards are more than a seasonal sales booster. They are a growth strategy that drives new customer acquisition, smooths out cash flow, and strengthens your brand all year long.
Start planning your campaigns early, build urgency into your offers, and treat gift cards like the powerful marketing tool they are. With the right strategies in place, gift cards can become one of your business’s most profitable and sustainable revenue streams.
Ready to put these strategies into action? Start your next gift card campaign today and watch your sales grow.
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