The festive season is prime time for gift card sales, but even venues without fully developed seasonal content can start driving clicks and conversions now.

Natalie had the pleasure of joining a live webinar with Toggle on how operators can make the most of social media to promote gift cards this year.

1. Start Simple: Use Existing Content

You don’t need a full festive shoot to get started. Many venues already have content from previous years — photos, videos, or stories that can be repurposed creatively.

• Employee-generated content (EGC): Highlight your team and showcase your venue’s personality.

• Creators and influencers: Collaborate with content creators who have visited before, or invite them in for festive content. This can be briefed and executed quickly with agencies like Joli.

Key messages to highlight:

• The experience: What can your gift voucher provide? A night away, afternoon tea, or drinks with friends.

• Sustainability: Online gift cards are an eco-friendly alternative to physical gifts, helping reduce waste.

2. Make Gifting Feel Emotional, Not “Salesy”

Promote the experience and emotions behind your vouchers:

• Highlight memories, festive traditions, and experiences customers will share.

• Emphasise gifting together: a meal, drinks, or afternoon tea isn’t just a gift — it’s a shared experience.

• Keep more direct sales messaging in paid campaigns, especially when paired with added value.

3. Quick, Snappy Content Works

Even one well-shot iPhone reel can be used across:

• Social media posts

• Stories

• Emails

• Paid ads

Tip: Make your content multi-purpose — the more channels it works on, the more value you get from minimal effort.

4. Maximise Paid Social Impact

• Avoid heavily saturated periods like Black Friday unless you have a compelling offer.

• Launch promotions early to reduce ad costs and increase visibility.

• Focus on your most engaged channels — Facebook, Instagram, or TikTok — with video-led content and clear calls-to-action.

• Target existing customer data and lookalike audiences.

5. Smart Competitions & Giveaways

Engage your audience locally rather than attracting “prize hunters”:

• Use direct messaging to encourage interactions.

• Automate responses with a link to buy vouchers.

• Offer time-sensitive or exclusive promotions to drive urgency.

6. Leverage Your Community

Your regulars, loyalty members, and staff can help amplify gifting messages naturally:

• Make participation fun.

• Offer small incentives for staff or loyal customers to promote gift cards.

7. Social Media Must-Haves for December

• Engaging, experience-focused content

• Influencer-generated content

• Frequent stories and updates

In-venue prompts that work:

• QR codes on tables or receipts

• Merch and POS materials

• Staff reminders to suggest gift cards as “stress-free gifting”

8. Track and Optimise

Key indicators your gift card strategy is working:

• Year-on-year sales comparisons

• Paid vs organic performance

• Engagement from third-party shares

• Email opens and conversions

• Leads converting into sales

Adjust content based on what’s performing best.

9. Redirect Demand to Gift Cards

If your Christmas events sell out early:

• Use paid remarketing to reach fans who missed out.

• Position gift cards as the perfect alternative for a festive treat.

• Create content highlighting the convenience and experience of gifting.

10. Final Advice

Consistency is key:

• Maintain regular social messaging

• Support posts with paid campaigns and influencers

• Engage existing customers

• Empower your team with friendly competitions to drive gift card sales

With creativity, strategy, and a focus on experience, gift cards can become a standout revenue stream this festive season. Watch the recorded live webinar here.