Gift Card Redemption Campaigns in January
December fills your till with gift card sales. January is when those cards come back through the door, or quietly sit in a drawer until they are forgotten. A simple redemption campaign turns holiday gifts into first visits, happy new customers and a busier start to the year.
Key takeaways
- Many people who receive a gift card have never shopped with you before, so January redemptions are a quiet source of new customers.
- A short reminder sequence, clear balance checks and friendly staff prompts do most of the work.
- Give holders a reason to visit soon, such as a new-year collection or a small add-on perk, without pressuring them with fake deadlines.
- Track redemptions, average spend above the card value and repeat visits so you know what the campaign really earned.
Gift cards are one of the easiest things to sell in December. Shoppers love them because they solve the "what do I get them" problem in seconds, and you love them because the money arrives before the busy season ends. But the sale is only half the story. The other half happens when the person holding the card walks in, logs on or books an appointment.
That second half is where a lot of small businesses leave value on the table. Cards get lost, forgotten or saved "for something special" that never comes. Meanwhile the recipient, who may never have heard of you before, misses the chance to discover what you do. A January redemption campaign fixes that gap with a few emails, some signage and a plan your team can follow.
Why January is the moment for redemption
The weeks after the holidays are usually quieter for shops, cafes, salons and studios. Footfall drops, budgets feel tight and many customers are taking a break from spending. Gift card holders are the exception. They have money to spend with you that already feels "free," which makes them some of the most relaxed and open shoppers of the year.
There are three good reasons to invite them in now rather than waiting:
- Memory fades fast. A card received at Christmas or Hanukkah is top of mind for a few weeks. By spring, it is buried in a wallet or a kitchen drawer.
- Recipients are often new customers. The buyer knew you; the recipient may not. Their first visit is your chance to make a good impression.
- You need traffic in a slow month. Redemption visits fill quiet weekdays and give staff something to look forward to.
There is also an accounting angle worth knowing. Unused balances stay on your books as a liability until they are redeemed, so redemption tidies up your records as well as your sales. (We cover the bookkeeping side separately; this guide is about the marketing.)
That rule matters for your campaign tone. You should never imply that a card is about to "expire" when it is not. Urgency built on a false deadline erodes trust and can break consumer protection rules in the US, UK and EU. Instead, give people positive reasons to visit soon.
Know who holds your gift cards
Before you write a single email, find out what you can about the cards still out there. How much you know depends on how you sold them.
Digital gift cards
If you sold e-gift cards through your website or point-of-sale system, you usually have the buyer's email and sometimes the recipient's email too. Check what your system records and, just as important, what consent you have. A recipient who got an e-gift card delivered by email has not necessarily agreed to receive your marketing.
Physical gift cards
Plastic or paper cards sold over the counter often leave no contact details at all. Your redemption campaign for these holders runs through channels anyone can see: your shop window, social media, your Google Business Profile and word of mouth from the buyers who do know you.
Buyers vs recipients
Treat these as two separate audiences. Buyers are existing customers you can thank and nudge ("Has your gift been used yet? Here is how they can check the balance"). Recipients are prospects who need a warm welcome and a simple explanation of what you offer.
Common mistake
Adding every gift card recipient straight to your newsletter list. Delivering a gift card is not the same as getting marketing consent. In the UK and EU, PECR and GDPR rules on consent apply to marketing emails, and in the US, CAN-SPAM requires a clear unsubscribe option and a valid physical postal address in commercial emails. Send service messages about the card itself, and invite people to opt in for more.
Plan your January redemption campaign
A good campaign does not need to be complicated. It needs a clear message, a simple path to redeem and a small reason to come in soon. Here is a step-by-step plan you can adapt.
- Pull a gift card report. Export cards sold in November and December, with value, sale date, channel and whether any balance has been used. Note how many are untouched.
- Pick your campaign window. Most businesses run from the first week of January through the end of February, when interest is highest.
- Choose one welcome hook. This could be a new-year collection, a seasonal menu item, a free add-on service or a small bonus when someone spends above their card value.
- Write the messages. Prepare a short email or text sequence for contacts you can reach, plus social posts and in-store signs for everyone else.
- Brief your team. Staff should know how to check balances, explain the hook and invite first-time visitors to come back.
- Make balance checks easy. Add a balance-check link or instructions to your website, receipts and email footer.
- Measure and adjust. Review redemptions weekly and change the message or channel if numbers stall.
Pro tip
Make the hook something that costs you little but feels generous: an extra treatment step at a salon, a free pastry with a coffee order, a complimentary gift wrap or a bonus class. A perk tied to the visit feels warmer than a discount and protects your margins.
Write reminder messages that feel helpful
The best redemption messages read like a friendly reminder from a shop owner, not a sales blast. Keep them short, mention the card first and make the next step obvious.
A simple three-message sequence
For e-gift card recipients and buyers you can contact, a short sequence over January works well:
- Message 1 (first week of January): "Your gift card is ready when you are." Explain how to redeem online and in person, and share opening hours.
- Message 2 (mid-January): "Ideas for your gift card." Show three or four popular items or services within common card values.
- Message 3 (late January or early February): "Still have a balance?" Include the balance-check link and your welcome hook.
Stop the sequence as soon as a card is fully redeemed. Nothing feels clumsier than a reminder about a card the person spent last week. Most email and customer segmentation tools, such as Klaviyo, HubSpot or Mailchimp, can trigger or suppress messages based on data you sync from your sales system. Check current features, pricing and privacy policies before connecting anything.
Copyable email template
Example email
Subject: A little something waiting for you at [Business name]
Hi [First name],
Someone thought of you over the holidays, and we are so glad they chose us. Your [Business name] gift card is ready to use in store or online, and there is no rush: it does not expire in January or anytime soon.
If you are wondering where to start, our new-year [collection / menu / service] has just arrived, and gift card visitors get [welcome perk] this month.
Check your balance here: [link]. Questions? Just reply to this email.
See you soon,
[Your name]
Bring physical card holders back in
For the cards you cannot trace, your job is to be visible where holders will notice. Think of this as gentle public reminders across every channel you already use.
- Window and counter signs: "Got a gift card from us? Here is what is new this month."
- Social posts: show gift-card-friendly picks at a few price points and remind followers how to check balances.
- Google Business Profile: publish an update or offer that mentions gift card visits, since many people search for your hours before coming in.
- Buyer nudges: thank December buyers and suggest they remind the recipient, with a link they can forward.
- Receipts: print a short line about your welcome perk on January receipts.
Turn first visits into second visits
The real value of a gift card campaign is not the redemption itself. It is what happens next. When someone redeems a card for the first time, your team can:
- Welcome them warmly and ask how they heard about you ("Was it a gift?").
- Offer a quick tour of popular products or services.
- Invite them to join your loyalty program or email list, with clear consent.
- Hand over a small "come back" card with a reason to return in February.
Common mistake
Treating gift card visitors as less valuable because "they already paid." Recipients often judge your business entirely on this one visit. If the experience feels rushed or the staff seem unsure how cards work, you lose a potential regular before they even start.
Template: January redemption campaign planner
Copy this planner into a spreadsheet and add one row per message or touchpoint. The figures below are made-up examples for illustration only.
| Week | Audience | Channel | Message | Hook | Goal | Result |
|---|---|---|---|---|---|---|
| Jan 3 to 9 | E-gift recipients | Your gift card is ready | New-year collection | 40 redemptions (example) | Fill in weekly | |
| Jan 10 to 16 | Everyone | Social and window sign | Gift-card-friendly picks | Free gift wrap on add-ons | 25 walk-in redemptions (example) | Fill in weekly |
| Jan 24 to 30 | December buyers | Remind your recipient | Forwardable balance link | 15 extra redemptions (example) | Fill in weekly |
Add a column for staff notes, since front-line comments often point to the quickest fixes.
Measure what the campaign earned
Redemption numbers alone can be misleading. A campaign that brings in many small redemptions with no follow-up visits may be worth less than one that brings fewer people who come back. Track a handful of simple measures:
- Redemption count and value: how many cards were used, fully or partly, during the campaign window.
- Spend above card value: how much customers paid on top of their card balance.
- New customer share: how many redeemers had no previous purchase history.
- Opt-ins: how many redeemers joined your email list or loyalty program.
- Second visits: how many came back within 60 days.
Compare these with last January if you have the data. If not, this year becomes your baseline. Write down what worked so next December's gift card promotion can be designed with redemption in mind from the start.
A quick note: gift card rules on expiry, fees and unclaimed balances vary by country and, in the US, by state. This article is general information, not legal or accounting advice. Check the current rules for your location or speak with a qualified professional if you are unsure.
Your January redemption checklist
- Export gift cards sold in November and December with balances
- Separate buyers, recipients and untraceable physical cards
- Confirm what consent you have before emailing anyone
- Choose one welcome hook that protects your margins
- Write a short reminder sequence and suppress fully redeemed cards
- Put up window, counter and social reminders
- Brief staff on balance checks and second-visit offers
- Track redemptions, spend above card value and repeat visits
Frequently asked questions
Is it pushy to remind people about their gift cards?
Not if the message is helpful. Most people appreciate a reminder about money they can spend, especially when it includes a balance check and ideas. Keep the tone friendly, avoid false urgency and stop messages once the card is used.
Should I offer a discount to gift card holders?
You do not have to. A small perk tied to the visit, such as a free add-on or gift wrap, often feels more generous and costs less than a percentage off. If you do offer a discount, state the terms clearly.
Can I email gift card recipients who never signed up for my list?
You can usually send service messages about the card itself, such as delivery and balance information. Marketing emails need the right consent under rules like PECR and GDPR in the UK and EU, and must follow CAN-SPAM in the US. When in doubt, invite people to opt in.
What if a lot of cards are never redeemed?
Keep reminding holders through public channels and buyer nudges. For accounting and any unclaimed property rules, speak with your accountant, since the treatment depends on where you operate.
Related reading
The bottom line
Gift cards sold in December are only a promise until they are redeemed. A friendly January campaign with clear reminders, an easy balance check and a small welcome perk turns that promise into real visits, and often into brand-new regular customers.
Pull your gift card report this week, pick one hook and send your first reminder. By February you will know exactly how many holiday gifts turned into lasting relationships.
