1 — The post-holiday metrics you absolutely need to analyse
Here are the seven indicators I strongly recommend reviewing now to guide your upcoming decisions.
Redemption rate
This is the central KPI: the share of gift cards that are actually used.
It reflects:
- the attractiveness of your card,
- the fluidity of your omnichannel experience,
- the clarity of the information provided to recipients.
A low redemption rate can signal:
- insufficient post-purchase communication,
- poor visibility across your channels (website / app / stores),
- a redemption journey that feels too long or too complex.
Spending velocity
How quickly do recipients use their card after Christmas?
The faster they spend, the more you:
- accelerate real cash-in,
- create opportunities for incremental revenue,
- enrich and activate your CRM base.
Average basket size linked to gift-card spend
The final basket value (often higher than the value of the card) shows how much incremental revenue your programme generates.
Analyse it by channel: e-commerce, store, app.
Breakdown of B2C / B2B Direct / Distribution
This view helps you understand:
- which pillars truly drove year-end performance,
- where to invest in 2026,
- where your biggest growth levers sit.
Look beyond third-party resellers sales: analyse the underlying use cases
Brands often manage commissions globally.
But B2B and B2B2C behaviours differ economically, and each one should have an adapted commission model.
The use cases you must distinguish:
Employee allowances (100% funded by the employer)
- No cannibalisation risk.
- Pre-allocated budgets
- Predictable and highly profitable for the brand
Discounted gift cards (works councils / partners)
- High cannibalisation risk: direct customers migrate toward discounted channels.
- Requires careful, occasional use
- Direct impact on margin
Employee benefits with co-funding (e.g. employer 30%, employee 70%)
- Real value for employees → strong purchase intent.
- Moderate risk of channel switching if the mechanism is permanent
Why this granular reading matters
It allows you to:
- understand what comes from existing budgets (allowances / loyalty),
- measure what relies on discounting,
- adjust commissions to stay competitive without eroding margin,
- decide where to invest in visibility across partner platforms.
Analyse your B2C, B2B2C and B2B marketing campaigns
For each channel, evaluate:
- impressions,
- clicks,
- conversions,
- average basket,
- speed of activation,
- creative performance.
This will reveal:
- which formats are profitable,
- which ones to stop,
- and which ones to amplify for Valentine’s Day and the first-half peak periods.
Late-season buyers (18–25 December)
Our analysis shows that forty-six percent of digital sales occur within just a few days.
This segment is young, mobile, demanding and highly profitable.
Did you capture the full potential?
- “Last-minute” SEO
- dedicated pop-ups
- express banners
- mobile push / SMS
- streamlined one-page checkout
ROI
Finally, evaluate the overall ROI of your end-of-year performance — and the ROI for each pillar:
B2C, B2B Direct, and Third-party reselling.
