2025年礼品卡策略手册：助力2025年销售、客户忠诚度与业务增长的最佳礼品卡策略

The 2025 Gift Card Playbook The top gift card strategies to maximize sales, loyalty, and growth in 2025 D E C E M B E R2 0 2 4 Gift Cards Statistics: 61%of consumersspend more than a gift card’s valuewhenredeeming, for an average of$31.75 morethan the card’s valueSource:Capital One. Introduction 70%of gift cards are redeemed within the first 180 daysSource:Paytronix. According to InMarket’s2024 Holiday Gifting Survey,54% of shoppersplan to purchase gift cards duringthe holidays this year. Gift cards are popular andpractical, providing gift-givers a convenient way tocomplete shopping lists, and recipients the freedomto choose whichever gift they desire. This widespreaddemand for gift cards presents a powerful opportunityfor marketers to drive sales well into 2025. In fact,themajorityof gift cards are redeemed within the first6 months.Therefore, it is incumbent upon marketersto take advantage of this opportunity to drive salesand loyalty throughout the whole year. 43%of US adults have an unused gift card, gift voucher or storecredit Source:Bankrate. The average unused gift card value is$244Source:Bankrate. $267.3 Billion:The forecasted size of the gift card market by 2028Source: ResearchAndMarkets.com. InMarket’s2025 Gift Card Playbookanalyzes surveyand purchase data to help understand consumerattitudes regarding gift cards this holiday season.The insights in this report can strengthen and solidifystrategies ahead of the busiest shopping season of theyear and help increase holiday awareness, visits, andpurchases into the new year. Methodology Survey DataInMarket fielded the 2024 Holiday Gifting Survey in August 2024 to 1,999 US adults (18+). Responses have been weighted according to the US censusbased on age and gender. Purchase DataInMarket analyzed third-party purchase data between August 28, 2023 and December 31, 2023. 54% of US consumers plan to purchase gift cardsfor the holidays this year. Big-Box stores (43%) and online-only retailer (42%) giftcards are most popular among purchasers this year. More than half of consumers (59%) plan to spendbetween $50 and $250 on gift cards this holiday season. Conclusion Gift cards are again at the top of many shopping lists this year, providing marketers with an incredible opportunity to engage new customers,drive incremental sales, and foster long-term loyalty. And while gift cards are especially popular during the winter holiday months, they’re apopular gift year-round. Capitalize on the holiday momentum by building a gift card strategy that doesn’t just focus on the holiday season butlasts all year. Promote the convenience of gift card.Be sure to feature the benefits gift cards provide to both givers and recipients. Gift cards makeholiday shopping a breeze, and gives giftees the ultimate freedom, flexibility, and ease when it comes to choosing the perfect present.Ensure that these incentives are front and center, and are the focal point of every media campaign. Increase gift card awareness as the holidays approach.Gift cards are the easiest gift for last-minute shoppers to pick up on their wayto a gift swap or party. Promote the availability of your gift cards at pharmacies, grocery stores, dollar stores, and more to help shoppersminimize any day-of scrambling. Offer gift cards to buyers to drive post-holiday shopping.Incentivize holiday shoppers to return to your store after the holidays withfree gift cards once a spending threshold has been reached. With over half of consumers spending over the value of a gift card, offeringthem to shoppers can lead to future incremental sales. Drive new customer referrals and loyalty program sign-ups with gift card incentives.Attract new customers to your brand byincentivizing your loyal customers to earn gift cards with custom referrals. Increase loyalty program membership by offering gift carddiscounts to new loyalty program members. Bring back Lapsed and Lost shoppers with gift card promotions.Leverage InMarket’s Lapsed/Lost analysis to identify this segment ofcustomers and then engage them with an exclusive gift card program to encourage them to return to your brand. Drive gift card sales during the slow Q1.Extend gift card sales into the new year by creating a gift card sales event during the slowerQ1 months. Offer shoppers additional specials and discounts on gift cards, including loyalty program bonuses, to drive sales and fosterloyalty. Measure and optimize all gift card campaigns.Considering the ability of gift cards to attract new customers, drive incrementalpurchases, and spur long-term loyalty, it’s critical to monitor the performance of all campaigns. With InMarket’s LCI® attribution, notonly can you optimize these campaigns inflight, but you can apply campaign learnings to future campaigns to maximize ROAS.7 2023 Gift Card Purchase Analysis To understand what retailers customers purchased gift cards from last year, InMarket analyzed third-party gift cardpurchase data by category betw