Black Friday marks the beginning of the busiest shopping season of the year, but your preparations should begin much earlier. Shoppers are already searching for holiday deals in October, and savvy merchants recognize this as the ideal time to promote gift cards.

Gift cards aren’t just a backup option—they’re one of the most requested gifts every holiday season [1]. By marketing them early, you’ll capture the attention of planners, procrastinators, and corporate buyers, positioning yourself for a strong finish to the holiday season.

Here are six ways to market your gift cards in the lead-up to Black Friday and beyond.

Holiday shoppers want something that feels festive and thoughtful. Custom gift cards with seasonal designs—snowflakes, ornaments, winter colors, or your logo dressed up for the holidays—stand out far more than your year-round designs.

Pair these with matching eCards exclusive sleeves or envelopes, or design your own, and your cards instantly look ready to give. Customers are more likely to grab a gift card that feels “holiday-ready” without extra effort.

Your customers are checking their inboxes for holiday promotions. Even if your system doesn’t have online gift card capabilities, you still can add gift cards to your upcoming emails with simple subject lines, such as “The Perfect Gift in Any Amount” or “Holiday Shopping Made Easy with Gift Cards.” Then encourage them to purchase at their next visit.

Sweeten the deal by offering bonuses for making a gift card purchase within a specific time frame. For example, if your point-of-sale system allows: “Buy a $50 gift card, get $10 extra = $60 if you purchase before Saturday.”

Shoppers look to social media for gift inspiration. Share posts showing your cards tucked into stockings, paired with mugs of cocoa, or slipped inside wrapped presents.

Create interactive posts too: ask followers who they would gift a card to, or run a small giveaway to boost engagement and awareness. Match with a bonus, similar to the previous example.

Not every shopper will consider gift cards unless they are presented with them. Place signs near the checkout area, entrance, and high-traffic areas. Phrases like “Gift Cards: Always the Right Size and Color!” or “Holiday Shopping? We’ve Got You Covered” work well.

Bundle cards with holiday-themed sleeves to make them impulse-buy friendly.

Your team is your best marketing tool. Ensure they are familiar with the process of selling and redeeming gift cards for your system. Encourage them to mention gift cards during checkout or when a customer is unsure about what to buy. A simple prompt, such as “If you’re unsure, a gift card is always the right size and color,” can turn hesitation into a sale.

This strategy is particularly compelling for shoppers who are buying gifts for someone hard to shop for.

Online shoppers are hunting for deals and convenience. Make sure your homepage and holiday landing pages prominently feature gift cards with a clear call-to-action, such as “Shop Gift Cards.”

If you offer electronic gift cards, showcase them as the fast, no-shipping option—especially appealing to last-minute buyers. If your system doesn’t have online capabilities, the eCards Gift Card Platform could help.

Gift cards are not just a convenient option for customers; they are also one of the most flexible and profitable products you can offer. They help customers complete their shopping quickly, while ensuring you receive guaranteed revenue. Even better, most people spend more than the card’s value when they redeem—so every gift card has the potential to grow into a bigger sale.

By promoting your cards now, before Black Friday, you’ll be ready for the rush. From festive holiday designs to innovative marketing campaigns, a little preparation can turn this season into your best one yet.

Sources:

1. “During a Hectic Holiday Season, Gift Cards Continue to Be a Reliable Bet” – Payments Journal
2. “Consumer Behavior: What Gift Card Buyers & Recipients Really Do” – PLICards