Every restaurant owner knows the holiday season can make or break annual profitability. What if you could unlock a revenue strategy that generates immediate cash, attracts new guests, and creates lasting loyalty—all without increasing your operational costs?
Gift cards are not just another holiday marketing gimmick. They’re a powerful financial tool that can inject thousands of dollars directly into your restaurant’s bottom line.
According to the National Restaurant Association, restaurants that strategically implement gift card programs see an average revenue boost of 15-25% during the holiday season.
This isn’t about selling pieces of plastic—it’s about creating a strategic approach that drives immediate revenue, fills seats during slow periods, and builds a sustainable customer acquisition pipeline.
During November and December, gift card sales can account for nearly half of a restaurant’s annual total, underscoring their significance in holiday revenue strategies. Moreover, the global gift card market is projected to reach $3.09 trillion by 2030, indicating a robust growth trajectory.
By strategically leveraging gift card sales and effective marketing during the holiday season, restaurants can enhance immediate profits and cultivate a loyal customer base that extends well beyond the holidays.
Here, you’ll discover a blueprint for transforming gift cards from a simple transaction into a powerful marketing and revenue generation tool.
Audio discussion and summary of this article:
The Value of Gift Cards in Restaurant Marketing
Gift cards are more than just convenient holiday gifts. They are a versatile and powerful tool in restaurant marketing. Their ability to drive revenue, attract new guests, and foster loyalty makes them an essential part of any restaurant’s strategy, especially during the holiday season.
Guests choose restaurant gift cards during the holidays for two primary reasons: convenience and flexibility.
A 2024 National Retail Federation survey revealed that 44% of holiday shoppers prefer gift cards as their go-to present, citing their universal appeal and ease of selection.
For gift-givers, restaurant gift cards solve multiple gifting challenges:
- Eliminate guesswork about personal food preferences
- Provide a memorable experience instead of physical items
- Offer flexibility for recipients to choose their dining time
Recipients appreciate gift cards because they:
- Control when and how they’ll use the gift
- Can explore new dining experiences
- Feel empowered to treat themselves without direct expense
Here’s why gift cards hold such significant value for your business.
1. Immediate Revenue Boost
When a guest purchases a gift card, your restaurant receives immediate cash flow, often at a time when operational costs are higher due to increased demand. The best part? Many gift cards go unredeemed or are only partially used, allowing you to retain a portion of the revenue without incurring additional costs. Even when redeemed, guests typically spend more than the card’s value, resulting in increased ticket sizes.
2. Expanding Your Guest Base
Gift cards serve as invitations for new guests to try your restaurant. They are often gifted by loyal patrons who want to share their favorite dining experience with friends, family, or colleagues. This word-of-mouth recommendation helps you reach a wider audience, introducing your restaurant to potential regulars and super-guests who might not have otherwise visited.
3. Encouraging Repeat Visits and Loyalty
For existing guests, gift cards act as a reason to return. When recipients have a positive experience, they are more likely to come back, turning one-time visits into recurring revenue. Integrating gift card redemptions with your loyalty program can amplify this effect, encouraging repeat visits and deeper engagement with your brand.
4. Low-Cost Marketing Tool
Compared to traditional advertising, gift cards are a cost-effective way to keep your restaurant top of mind. They act as physical reminders of your brand, offering sustained visibility until they are redeemed. The distribution of gift cards during peak seasons like the holidays ensures that your restaurant remains relevant throughout the year.
5. Versatility Across Multiple Channels
Gift cards can be sold and redeemed through various channels, including in-store, online, and even via mobile apps. This flexibility makes it easy for guests to purchase and use them, enhancing the overall convenience and accessibility of your restaurant. Moreover, digital gift cards allow for seamless integration with your marketing automation systems, enabling you to track usage patterns and tailor future campaigns accordingly.
Incorporating gift cards into your restaurant marketing strategy during the holiday season is a smart move. They not only provide a quick revenue boost but also help you attract new guests, encourage repeat visits, and enhance loyalty.
With their low cost and high return on investment, gift cards are an invaluable asset for driving sustained business growth.
Gift Cards as a Strategic Marketing Tool
Gift cards are more than just a convenient payment method—they are a dynamic marketing tool that can significantly impact your restaurant’s growth.
By incorporating gift cards into your marketing strategy, you can leverage them to attract new guests, drive repeat visits, and even increase average check sizes.
Here’s how gift cards can elevate your restaurant’s marketing efforts.
1. Attracting New Guests
Gift cards act as powerful endorsements, often introducing your restaurant to first-time guests. When loyal patrons purchase gift cards as gifts, they essentially invite their friends, family, or colleagues to experience your restaurant. This word-of-mouth promotion can bring in new guests who may not have otherwise considered your establishment, giving you the chance to turn them into regulars. A 2023 restaurant industry report found that 65% of gift card recipients visit a restaurant for the first time through a gift card, expanding your potential customer base.
2. Driving Repeat Business
Once a guest redeems a gift card, their journey with your restaurant doesn’t end there. A positive experience increases the likelihood that they’ll return, even after the gift card balance is used. Pairing gift card promotions with loyalty programs can further encourage repeat visits, providing additional incentives for guests to keep coming back.
3. Increasing Average Spend
Gift cards often lead to higher check sizes and customer lifetime values. Research shows that guests redeeming gift cards typically spend more than the card’s value, particularly when dining with others. This upselling opportunity can significantly boost your revenue, especially during peak holiday seasons when guests are more inclined to indulge.
4. Enhancing Seasonal Promotions
During the holiday season, strategic gift card promotions can amplify your marketing efforts. Offering limited-time deals such as “Buy a $50 gift card, get a $10 bonus” creates a sense of urgency and encourages higher spending. These promotions not only drive immediate sales but also set the stage for increased guest traffic when the cards are redeemed.
5. Strengthening Brand Visibility and Engagement
Gift cards keep your brand top of mind, serving as physical or digital reminders for guests to visit your restaurant. They also provide an opportunity to engage with guests across multiple touchpoints. For example, digital gift cards can be customized with personalized messages, making the experience more memorable for both the giver and the recipient.
6. Supporting Multi-Channel Marketing
Gift cards are highly versatile, making them ideal for both in-store and online promotions. They can be seamlessly integrated into your marketing automation platforms, enabling targeted campaigns that reach specific guest segments. Whether promoting through email, social media, or your website, gift cards offer a consistent and effective way to engage with your audience.
Gift cards are a strategic asset that can drive both short-term revenue and long-term guest engagement. By using them to attract new guests, encourage repeat visits, and enhance your marketing efforts, you can create a cycle of sustained growth.
When integrated with your broader restaurant marketing strategy, gift cards become a powerful tool for building a loyal guest base and maximizing your restaurant’s potential.
Holiday Promotions and Campaigns for Gift Cards
The holiday season is the perfect time to launch creative and enticing gift card promotions. With increased demand for thoughtful and convenient gifts, restaurants can capitalize on this opportunity to boost sales and attract new guests.
By designing strategic holiday campaigns, you can maximize the potential of gift card sales and drive revenue throughout the festive season and beyond.
Here are some effective holiday promotions and campaign ideas.
Bonus Card Promotions
A classic and highly effective tactic is offering bonus cards with gift card purchases. For example, “Buy a $50 gift card, get a $10 bonus card.” This promotion encourages higher spending while rewarding the buyer, creating value for both the purchaser and the recipient. Bonus cards typically come with a shorter redemption period, driving traffic during traditionally slower months like January and February.
Limited-Time Holiday Packages
Bundle your gift cards with exclusive holiday-themed offers. For instance, pair a $100 gift card with a complimentary bottle of wine or a holiday dessert. These packages add a festive touch and make your gift cards stand out from generic options. You can also create premium bundles for corporate clients, offering catering discounts or exclusive dining experiences. Data from the National Restaurant Association shows that limited-time offers can increase gift card sales by up to 35% during the holiday season.
Digital Gift Card Discounts
Offer a discount for guests purchasing digital gift cards online, such as 10% off or free delivery for physical cards ordered through your website. Digital cards are convenient and easy to purchase, especially for last-minute shoppers. Promoting these options through email campaigns and social media can significantly boost online sales.
Social Media Giveaways
Leverage the power of social media by hosting gift card giveaways. Encourage followers to participate by tagging friends, sharing posts, or submitting their favorite holiday dining memories. This not only increases engagement but also broadens your restaurant’s reach, attracting potential new guests who may not be familiar with your brand.
“12 Days of Giveaways” Campaign
Run a festive “12 Days of Giveaways” campaign, offering daily prizes such as small gift cards, free appetizers, or discounts on larger gift card purchases. Each day’s promotion can be announced on your social media platforms, keeping your audience engaged and excited throughout the holiday season.
Corporate Gift Card Packages
Target local businesses looking for employee or client gifts. Offer bulk purchase discounts or customizable gift cards featuring the company’s logo or a personalized message. Position your restaurant as a hassle-free solution for corporate gifting, and you’ll tap into an entirely new revenue stream.
Loyalty Program Integration
Reward your most loyal guests by offering exclusive deals on gift card purchases. For instance, provide double loyalty points for every gift card bought during the holiday season. This not only incentivizes gift card sales but also strengthens your relationship with existing guests.
Holiday promotions and campaigns for gift cards can drive significant revenue and guest engagement during the festive season.
By offering a variety of creative incentives and leveraging multiple marketing channels, you can capture the attention of holiday shoppers and position your restaurant as the go-to destination for thoughtful, easy gifting.
These strategies not only boost immediate sales but also pave the way for long-term guest loyalty.
Marketing Channels to Promote Gift Cards
To maximize gift card sales during the holiday season, it’s essential to leverage multiple marketing channels.
A well-rounded promotional strategy ensures your message reaches a wide audience, driving both in-store and online purchases.
Here’s how to make the most of key marketing channels to boost your gift card sales.
In-Store Promotions
Capitalize on foot traffic by prominently displaying gift card promotions in your restaurant. Use eye-catching signage near the entrance, at the host stand, and on tables. Train your staff to mention gift card deals during interactions with guests, such as when presenting the check or suggesting dessert.
For added impact, offer incentives like bonus cards or holiday-themed packaging to encourage on-the-spot purchases.
Website and Online Ordering Platforms
Your website and online ordering platform are powerful tools for promoting gift cards. Ensure gift card options are easy to find, with a dedicated page that highlights holiday promotions.
Use banners and pop-ups to grab attention, and integrate the purchase process seamlessly with online ordering. For digital gift cards, emphasize the convenience of instant delivery, perfect for last-minute shoppers.
Email Marketing
Leverage your restaurant’s guest list to promote gift card offers directly to your most loyal guests. Send personalized emails highlighting holiday deals, limited-time bonus cards, and easy online purchasing options.
Use a platform like Bloom Intelligence to automate your guest segmentation and email sending, freeing up time and saving marketing budget dollars.
Schedule follow-ups to remind guests of the promotions as the holidays approach, and use segmentation to target specific groups, such as past gift card buyers or frequent diners.
Social Media
Social media platforms like Instagram, Facebook, and TikTok provide excellent opportunities to showcase your gift cards. Use festive visuals and engaging captions to capture attention and drive engagement.
Promote special offers through posts, stories, and reels, and consider using targeted ads to reach new audiences. Encourage followers to share your posts, further amplifying your reach.
Paid Advertising
Invest in digital advertising to expand your reach during the holiday season. Use Google Ads to target users searching for gift ideas, and run social media ads to promote your offers to a broader audience.
Retarget previous guests with ads highlighting your holiday gift card deals, reminding them of their interest in your restaurant.
Partnerships with Local Businesses
Collaborate with nearby businesses to cross-promote your gift cards. For example, partner with local boutiques, gyms, or spas to create bundled holiday packages that include your gift cards. This strategy helps you tap into their customer base and provides added value to your mutual guests.
SMS Marketing
Text messaging is a direct and effective way to promote time-sensitive offers. Use SMS marketing for your restaurant to alert guests about special holiday deals or flash sales on gift cards.
Keep messages short and include a link to purchase digital gift cards, making it easy for recipients to act immediately.
Loyalty Programs and Mobile Apps
If your restaurant has a loyalty program or mobile app, use these platforms to promote gift card sales. Send push notifications or in-app messages highlighting exclusive deals for loyalty members, such as bonus points or discounts on gift card purchases. This approach not only boosts gift card sales but also strengthens guest loyalty.
An integrated marketing strategy across multiple channels is essential to maximizing gift card sales during the holiday season.
By promoting your gift cards both online and offline, you can reach a diverse audience, drive revenue, and ensure your restaurant remains top of mind for holiday shoppers.
Post-Holiday Strategies for Maximizing Gift Card Impact
The holiday season may end, but the value of your gift card sales doesn’t stop there. In fact, the post-holiday period offers a unique opportunity to build on the momentum generated by holiday gift card promotions.
By strategically encouraging gift card redemptions and driving guest loyalty, you can turn seasonal success into sustained growth.
Here are some effective post-holiday strategies to maximize the impact of your gift card campaigns.
Encourage Gift Card Redemptions During Slow Periods
January and February often bring a lull in restaurant traffic, but gift cards can help fill those empty seats. Encourage guests to redeem their cards during these slower months by offering special promotions. For example, provide a complimentary appetizer or dessert when guests use a gift card, or offer limited-time menu items to create excitement and urgency.
Track and Target Non-Redeemers
Not all gift cards are redeemed promptly, which presents an opportunity to re-engage guests. Use your customer data platform (CDP) to identify gift card recipients who haven’t redeemed their cards. Send targeted reminders through email or SMS, offering incentives like a discount on their next visit if they use their card within a specific timeframe.
Integrate with Loyalty Programs
Turn one-time gift card recipients into regular guests by integrating their redemptions with your loyalty program. When guests redeem a card, encourage them to sign up for your loyalty program to earn points on their purchases. This not only increases their likelihood of returning but also provides valuable data for future marketing efforts.
Upsell and Cross-Sell During Redemptions
Gift card redemptions often lead to higher ticket sizes, as guests tend to spend beyond the card’s value. Train your staff to upsell by suggesting premium menu items, drink pairings, or desserts. Additionally, consider offering special add-ons, such as “upgrade your entrée for $5,” to boost revenue further.
Leverage Post-Holiday Email Campaigns
Send follow-up emails to both gift card purchasers and recipients. For buyers, express appreciation and share information about upcoming events or promotions to encourage another visit.
For recipients, welcome them with a personalized message and a small incentive, like a discount on their next visit, to build a lasting relationship.
Analyze Data for Future Campaigns
Review the performance of your holiday gift card campaign to understand what worked and what can be improved. Analyze metrics such as total sales, redemption rates, and average spend per redemption.
Use this data to refine your strategy for future holiday seasons, ensuring even greater success.
Run “New Year, New Experience” Campaigns
Position the post-holiday period as a time for guests to try something new. Promote unique dining experiences or events, such as chef’s tasting menus, wine pairings, or themed nights. Encourage guests to use their gift cards to explore these offerings, enhancing their connection to your brand.
The post-holiday season is a crucial time to maximize the impact of your holiday gift card sales.
By encouraging timely redemptions, leveraging data-driven marketing, and integrating with loyalty programs, you can drive traffic, boost revenue, and turn holiday shoppers into loyal guests.
With these strategies in place, your holiday success will extend well into the new year.
Summing It Up
Gift cards are more than just a seasonal revenue boost—they are a powerful restaurant marketing tool that can drive guest acquisition, increase loyalty, and sustain your restaurant’s growth well beyond the holiday season.
From strategic holiday promotions to post-holiday engagement, gift cards provide a unique opportunity to fill seats, boost check sizes, and build lasting relationships with your guests.
By leveraging the right marketing channels, offering enticing incentives, and utilizing data-driven strategies, you can maximize the impact of your gift card program.
With the potential to increase revenue during the holiday season and generate ongoing customer engagement, gift card programs represent a critical investment in your restaurant’s financial future.
Don’t let another holiday season pass without maximizing your gift card potential. Start planning, implementing, and optimizing your strategy today.
Discover Bloom Intelligence
Bloom Intelligence is an AI-powered restaurant marketing platform. It includes a powerful customer data platform, automated guest data collection, one-click segmentation, marketing automation, and reputation management tools.
Data is collected from sources like WiFi logins, online reservation systems, online ordering platforms, POS systems, website forms, social media, and more. This makes it simple to analyze and segment your guest personas for your restaurant’s digital marketing and operations decisions.
Bloom makes guest data collection effortless, which allows you to quickly execute the strategies listed above, saving you time, increasing customer lifetime values, attracting new guests, improving your reputation, and boosting your bottom line.
Call us or schedule a free demo online and Bloom will show you how our restaurant marketing platform can help you save time and increase your customer lifetime values by automatically building first-party customer databases, unlocking important guest insights to trigger automated marketing at the right time and place, discover true guest sentiment, save at-risk guests, increase your current guests’ frequency, and find new guests.
Click Here to Schedule a Free Online Demo, or call 727-877-8181 to see how we can help you save time and drive tangible results for your restaurants.
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