Analysis of free gift card program effectiveness

Retailers use various promotions, such as gift cards, to increase profits. When retailers give gift cards “free” to consumers who spend above specified thresholds in a single purchase, some consumers may buy more goods. We develop a model to derive the optimal purchase amount thresholds and gift card values. The model is developed for consumers without and then with a spending constraint. We find that the retailer's profit margin, the degree of forward buying and stockpiling, and use of gift cards in future purchases that would have been made with cash, are the most important factors in determining the profitability of gift cards. Gift cards may be very profitable for high-margin retailers who can limit the degree of forward buying and stockpiling, particularly when consumers use gift cards to buy goods they would not have bought from the retailer without gift cards. If this is how consumers use the gift cards, then consumers spending above the cards’ value at redemption can significantly increase their profitability. Without a consumer spending constraint, it is best for the retailer to offer at most one gift card at a large purchase amount. With a consumer spending constraint, it may be profitable to give gift cards at multiple purchase amount thresholds. We also show that the commonly observed policy of giving gift cards at equally spaced purchase amounts may be profitable when forward buying and stockpiling can be controlled. Moreover, we show that gift cards become more profitable when consumers are inconsistent, that is, they overestimate their probability of redeeming the gift card at purchase time. Finally, gift cards may have only a slight profit advantage over discounts if consumers are consistent. Consumer inconsistency and spending above the cards’ value increase this advantage.

Graphical abstractFigure optionsDownload full-size imageDownload as PowerPoint slideHighlights► We develop a model of a retailer giving consumers “free” gift cards. ► We derive the optimal purchase amount thresholds and gift card values. ► We examine the impact of factors related to gift card use. ► Without a consumer spending constraint, at most a single gift card is optimal. ► With a consumer spending constraint, multiple gift cards may be optimal.