2024 calendar, highlighting the key dates of a gift card program

The year 2024 is off to a flying start for e-commerce, as we concluded last year with a growth rate of +2.3% in the third quarter in the United States and +10% in the United Kingdom. The average basket size is increasing in line with inflation (+4.4%). Services are on the rise (+18%) compared to products, which have a slight decline. The most dynamic sectors are tourism and beauty, while ready-to-wear, on the other hand, is declining.

In short, e-commerce is doing well. So, how can you sustain this growth in 2024 and try to stand out with your gift card program?

Below, you'll find the key commercial highlights for this new year.

Promoting your gift card program

During certain periods, it is customary to offer gifts. Consumers are more likely to buy and give gift cards during these times. However, it is essential for them to be aware that a brand offers gift cards. Therefore, it is important not to miss the opportunity and to anticipate these peak times. For each of these high-potential periods, you need to work on your gift card program, make the card visible on your website or in your stores, and promote it by launching marketing campaigns.

Christmas and year-end holidays: the most crucial period

Christmas and the year-end holidays have just ended, and many brands and retailers offering gift cards have seen a surge in sales. Indeed, the end of the year is the critical period for a gift card program. From October until the evening of December 24th, consumers are increasingly likely to give and/or wish to receive a card: the personalized and practical gift par excellence. The revenue resulting from gift cards can be multiplied by 10, provided, of course, that the program is energized.

For the year 2024, brands should anticipate the demand from early buyers or those savvy shoppers eager for bargains during Black Friday on November 29, 2024, and Cyber Monday on December 2, 2024.

Finally, the demand from late buyers or last-minute shoppers on December 24th.

If brands offer gift cards to distributor/reseller partners, they should plan marketing campaigns within these partners as early as June, scheduled for the last quarter of 2024. This is to gain visibility and maximize sales.

Valentine's Day: the date not to miss

Valentine's Day, which occurs every year on February 14th, is another opportunity to highlight the gift card. This date is an institution in France and around the world. Consumers typically give a gift to their significant other (74% of participants) on this occasion (revenue growth of +8% in the United States and +2% in the United Kingdom). Their budget is significant, as they spent $175 in the United States and £40 in the United Kingdom last year. Although flowers, restaurant outings, jewelry, and chocolates dominate the market, some appreciate giving or receiving gift cards from brands they love. The latter is perceived as very convenient for those who fear making a mistake. It also comes to the rescue of many last-minute shoppers: in 2021*, 30% of men's purchases were made on the same day, compared to 20% for women. ‍

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Significant events: Mother's Day, Father's Day, Grandparents' Day...

The various celebrations dedicated to our loved ones throughout the year are also opportune moments for purchasing gift cards, either from a brand the recipient holds dear or from a brand they have yet to discover but might appreciate.Mother's Day (May 12, 2024, in the United States, March 10, 2024, in the United Kingdom) is the most significant, with 80% of people celebrating it. Gifts are generously given, with an average budget of £72 in the United Kingdom and $274 in the United States. Brands, especially florists and beauty and cosmetic brands, experience a surge in revenue. Offering a gift card in addition could maximize revenue up to the very last minute, especially with the digital card available on the e-commerce site. Here too, many last-minute shoppers are prevalent, representing nearly half of consumers. For cosmetics brands, gift card sales quadruple compared to the rest of May.*Ipsos*Toluna for LSA

Father's Day (June 16, 2024) is less important than Mother's Day, but it still allows brands and retailers to achieve impressive results. Showcasing and promoting the gift card can increase revenue and attract new customers, especially since the average budget is around $196 in the United States and £50 in the United Kingdom.

Finally, there are Grandparents' Day for both grandmothers and grandfathers, not to be forgotten, on March 3 and October 6, 2024.

Back to school: the right time

Although it is not a celebration per-say, back-to-school season is an important time, which can be stressful for parents as well as children. A lot of money is spent in school supplies and other needs. Some have taken up the habit of giving children little gifts to motivate them after the long summer break, or to parents in order to ease the cost burden. Gift cards are always a great option. In the US, families spend an average of $849 on back-to-school items*.

*National Retail Federation

Sale season: an opportunity for brands

Twice a year, all retailers and e-retailers pull out all the stops with their promotions. Their revenue increases significantly, although, in 2023, sales revenues showed mixed results and have still not returned to 2019 levels.“What do gift cards have to do with it?” you might ask. There are no gift exchanges during sales. Consumers are not looking for gifts, except if they have a friend or a relative’s birthday coming up. That is true, however, in this case, gift cards should not be used or sold as a product. During sales, they become a formidable promotional tool. Increasing traffic, the average shopping basket, acquiring new clients or sparking the interest of older customers… It can be of great support throughout sale seasons and bear results.

World Days are an opportunity to speak out

Currently, several international days mark the year for the French. For example, we have Health Day, Cheese Day, and Friendship Day. Said this way, these days may seem anecdotal, but they still provide a good pretext to speak out and push a targeted marketing campaign.On World Tourism Day, on September 27, 2024, travel brands can promote destinations and offer a fixed amount e-card.World Days for Beer (August 2, 2024), Pasta (October 25, 2024), or Bread (October 16, 2024) can be a pretext for restaurants, grocery stores, and supermarkets to highlight a range of products through the e-gift card.

2024: Sharing Key Moments in Customers' Lives

Aside from national holidays, every individual experiences key moments in their lives: a birthday, a birth, a wedding, a housewarming, retirement, and more.Brands and retailers must take these significant moments in consumers' lives into account. Naturally, preparing a campaign is impossible since these are "intimate" events specific to each person. However, brands can offer gift cards of a chosen amount to their most loyal customers for whom they know the birthday. The gift card service must always be easy to find for consumers looking for a birthday or wedding gift. Brands must be able to offer specific visuals for each event so that their customers can hit the mark with their loved ones.

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Once again, 2024 will be filled with commercial highlights that the gift card can address, providing another opportunity for brands to stand out.