Welcome to our Town Hall

The Town Hall is more than just a blog; it's a virtual meeting ground where we gather to exchange insights, best-practices, and collaborative strategies. Here, we delve into the heart of challenges facing merchants, and explore the trends shaping payments, shopping, and commerce.

Stop Discounting Gift Cards

Gift Cards Are Not a Product. They’re a Moment Waiting to Happen. For years, gift cards have been treated as a transaction. A customer buys one. Someone receives it. Eventually, it gets redeemed. But this model ignores a simple reality: most gift cards sit unused not because customers don’t want to spend them — but because they forget they have them. Mobile wallet changes that. The Missing Layer in the Gift Card Journey Gift cards represent one of the largest sources of prepa

Marketing Department

Feb 122 min read

Black Friday & Cyber Monday Gift Card Tactics

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

Marketing Department

Nov 10, 20252 min read

RGCA Minneapolis 2025 Forum - Digital Adoption Trends

At the recent RGCA Forum in Minneapolis , Two Igloos’ 2025 industry research identified Digital Adoption & Access as the #1 trend shaping the gift card market. Nearly 45% of U.S. consumers now store gift cards in their mobile wallets, signaling a fundamental shift in how customers expect to receive, manage, and redeem value. And the data goes deeper. When asked what digital features would make them more likely to purchase or use gift cards: 4 8% said easy balance tr

Marketing Department

Nov 5, 20251 min read