One of the surprising facts about gift cards is that a large percentage of them go unused. This number has been reported as high as 40% in some cases. Retail merchandisers immediately realized that this was a potential money making opportunity and began to offer gift cards at every turn.
A gift card is really just credit that is only useable with the company that it is purchased from. In this way, the sale of gift cards presents no risk to the retailers. As long as they cannot be returned or redeemed for cash, they are an advance on a future sale.
When you take into account that nearly half of the cards sold are not used, this equates to generating a good amount of profit without actually losing merchandise.
Add the low cost of producing the cards in full, vivid color and you have a potential to begin advertising far outside the normal avenues. When someone pulls out a flashy gift card, it is sure to attract attention (or even start a conversation). Emails are no different.
Gift cards can also be seen as extending the brand of a given company. The circumstances of exactly how the card was acquired, any process that was used to activate or validate the card, any material that came bundled with it: all of these things can be used to funnel a consumer to a central source. This process extends the brand experience outside the storefront and creates a unique new experience.
The flood of gift cards that are being distributed both online and offline opens up a world of possibilities. If you know where to look, many affiliated businesses may be offering these cards to interested consumers. Just make sure you remember to use yours.