Over $3 billion gift cards exchanged hands over the holidays. Grandparents who just couldn’t decide what toy Tyler would want for Christmas and Moms who just needed a little something for the stocking. Now that the gift wrapping is in the trash, gift card redemptions will begin. Thanks to Covid and the spike in online shopping, this redemption season will take on a different look with as many redeemers heading online as into stores. How will your brand capture gift card redemption sales? Don’t leave your share of gift card sales to chance, here are 4 easy and specific marketing tactics to capture the post-holiday gift card sales.
1. Make sure your reviews are up to date.
Gift card shoppers and moms with kids with gift cards don’t want to waste their “free money” on a disappointing gift. They rely on recommendations from people they trust. Even if shoppers are dashing to retail stores, over 86% of Millennials admit to consulting online reviews prior to their journey to the aisle according to, “Marketing to Millennial Moms”(Wyatt-McKenzie, 2020). They want recent, relevant and positive reviews to ensure they are making the right choice.
2. Use social media to direct consumers to retailers who have inventory.
This is particularly important for popular items with limited availability and online items. Tag specific retailers or post images of the product in store. Make it easy for consumers to find you. For online gift card shoppers use links in your social posts. It’s easy to get distracted while online shopping so brands want to ensure shoppers know EXACTLY where to buy their product and get the buyer there fast. BSM Media’s Social Spotters can be deployed into retail aisles to showcase your products in specific retailers. Recently one toy company was able to generate over 1 million online impressions of their product in Target.
3. Demonstrate how your product builds upon other gifts the gift card holder might have received over the holidays.
Air fryers were a popular gift so why not position your electronic food scale next to an air fryer to infer that the two make a great New Year’s Resolution weight loss solution? Or perhaps you sell a fitness watch, instead of featuring it alone in a social post, position it near the new jogging shoes your aspirational fitness shopper may have received along with her gift card? Help your potential customer see the value your product adds to the items she already owns.
4. Target gift card shoppers by using expanded hashtags on your social posts during gift card redemption season.
This tip aligns with the previous one. Association is a great way to expand the reach of your marketing efforts. Not only can you jump on time sensitive hashtags such as #NewYearsResolutions or #2021goals but also on relevant product or lifestyle hashtags.
There’s plenty of time to capture your slice of the gift card shopping season. Sixty-five percent of shoppers wait until the first week of January to redeem gift cards with another 33% delaying their redemption to the last week of the month when inventory is replenished. Start 2021 off with a spike from post-holiday sales and a resolution to find new ways to reach your goals.
For a partner that can help you cash in on the gift card shopper, email Maria@bsmmedia.com.
BSM Media, Inc. is an award-winning and internationally recognized Marketing to Moms agency specializing in strategic outreach, influencer engagement, and content creation. BSM Media also owns and operates MomSelect Influencer Network, MillennialInfluencers.com, GenZInfluencers.com, and Mommyparties.com.
Maria Bailey is the CEO of BSM Media and the author of “Marketing to Moms: Getting Your Share of the Trillion Dollar Market,” “Power Moms,” “Millennial Moms: 202 Facts Marketers Need to Know to Build Brands and Drive Sales,” and the soon to be released “Marketing to Gen Z Moms.” She is a frequent keynote speaker and media expert. She can be reached at Maria@bsmmedia.com. Learn more about Maria Bailey at www.MariaBailey.com.
