🚀 Revenue Rocket – How to Increase Gift Card Spend and Top-Up Payments
Here are six concrete levers you can start activating right now.
ACTION 1 — Enable Mobile Wallet Registration
It’s the foundation and yet, still too rare.
Allowing customers to add their card to Apple Wallet or Google Wallet, whether in B2C or B2B, helps you:
Today, 42% of French consumers say they know and use mobile wallets (vs.38% percent in 2024).
And for gift cards, one in three recipients already adds them to a wallet.
Example push notification plan:
Day 0 – Activation: “Your [BRAND] gift card is ready to use — explore our collections.”
Month 1 – Reminder: “Did you know your [BRAND] gift card is valid for one year? Get inspired for your next treat.”
Month 3 – Seasonal message: “Spring is coming — why not use your [BRAND] card now?”
Month 6 – Midlife nudge: “It’s been six months already! Here are some ideas to enjoy your gift card.”
Month 9 – Emotional trigger: “Only three months left to treat yourself. Discover our autumn collection.”
Month 11 – Expiration reminders:
-
Day -30: “Your gift card expires soon! Enjoy it before [date].”
-
Day -15: “Only fifteen days left to use your gift card!”
-
Day -3: “Last call! Your [BRAND] gift card expires in three days.”
ACTION 2 — Turn the “Check Balance” Page into an Activation Tool
Most brands treat this page as purely functional. That’s a missed opportunity.
It can become a powerful commercial entry point, since only active recipients visit it.
Ideas to test:
-
Add a clear CTA: “Start shopping” or “Discover the new collection.”
-
Display product images below the balance.
-
Go further with an interactive approach: “Your balance: €40 → Shopping ideas from €60–€70.”
-
Link the page to store geolocation to drive in-store visits.
ACTION 3 — Optimise Recipient Emails
When the digital gift card is sent by email, that message is often underused from a marketing perspective.
Yet it’s the first touchpoint between the brand and the recipient.
To encourage recipients to start shopping and spend their card:
-
Add a clear call to action to your e-commerce site and/or nearby store.
-
Include an emotional line about your brand universe and shopping experience.
-
For physical cards: insert a mini inspiration booklet in the packaging (visuals, suggestions, etc.).
ACTION 4 — Simplify Gift Card Payments
Many gift cards remain unused simply because redemption isn’t clear.
Simplify the process as much as possible:
-
Clearly explain how to pay with the gift card in recipient emails and on the checkout page.
-
Ensure multi-payment compatibility (gift card + credit card) for top-up payments.
-
In-store, train staff to explain how the card works.
ACTION 5 — Train In-Store Teams
Sales associates are often the final link before activation.
A good pitch makes all the difference.
They should know how to:
-
Check and announce the remaining balance
-
Remind customers of the expiration date
-
Encourage top-up purchases
ACTION 6 — Leverage Merchandising and E-Merchandising
A gift card sparks pleasure-driven, impulse purchases.
You can trigger these — and drive complementary payments — through merchandising.
Accessibility: simple, frictionless.
Sensory stimulation: pleasure, curiosity, surprise.
Quick rationalisation: “It’s useful / cute / practical / it’ll make me happy.”
In-store:
-
Entrance: “Favourites” or “New arrivals” tables
-
Checkout: mini-products from five to fifteen euros, “Little treats of the moment”
-
Aisles: small themed displays or cross-category pairings
On the e-commerce site:
-
Product page: “Complete your look” block with items under twenty euros
-
Cart page: “Small extras” suggestions
-
Homepage: lifestyle visuals showing products in context, with storytelling
-
Post-purchase email: “Keep the pleasure going” — with tailored recommendations
