Black Friday & Cyber Monday Gift Card Tactics
- Marketing Department
- Nov 10
- 2 min read
Black Friday & Cyber Monday (BFCM) remain the largest sales weekend of the year for many retailers, often driving 20-25% of annual online revenue, and in some categories 30%+ of Q4 results.
During BFCM, brands commonly see:
2–3× typical traffic levels
1.2–1.4× average basket size compared to non-promotional days
Higher conversion rates as consumers are actively in purchase mode
Why gift cards should be integral to your strategy
Too often, gift cards are treated as separate from BFCM campaigns. But when integrated properly, they become a lever to amplify value:
They pre-load spend. Customers already hold value, so they’re primed to redeem, and BFCM is when they’re most motivated to use it.
They work everywhere. Gift cards bridge online, in-store, and mobile wallet experiences seamlessly.
They trigger incremental spend. Gift-card baskets are typically 35% larger than non-gift-card purchases. Combine this with push reminders to motivate even higher redemption and overspend.
They attract higher-value baskets. Consumers treat gift cards like “found money,” often opting for premium or higher-margin products.
They cost less to accept. Unlike credit or debit, gift cards carry minimal processing fees, making every redemption more profitable.
How to use gift-card redemptions to drive higher-value baskets
Remind customers they have value to spend.
Send an email, push notification or wallet alert showing their current balance. Example: “You still have $25 on your card, use it this weekend for up to 50% off.”
Highlight in-store and online offers.
Include your BFCM deals in the balance reminder or wallet update. Customers already holding value are more likely to visit or spend when reminded.
Encourage them to redeem now.
Use urgency messaging like “Redeem by Sunday” or “Extra 10% off when you use your gift card today.” A small time window helps move value faster and grow basket size.
Make it easy.
Make sure customers can easily check their balance and add to Wallet in one tap, no login required.
Nearly half of consumers store cards in mobile wallets, and balance reminders are among the top triggers for use. Put your offers where customers actually act, on the lock screen.