News | 19th September 2019

How to maximise your Black Friday gift voucher sales

Black Friday has overtaken the likes of Boxing Day and end of summer sales to become one of the most popular selling days of the year. Why? Because we know that we’re guaranteed to bag a bargain ahead of what is undoubtedly one of the most expensive seasons of the year. Plus, who wouldn’t want to snap up their Christmas presents for less?

What’s more, this highly anticipated day (or week in many cases) is becoming increasingly important for selling gift vouchers. People now tend to value experiences more than material things. Plus, if you’re trying to find the perfect gift for that person who has everything, surely you can’t go too wrong with a gift voucher?

Last year, two of our clients proved just how successful Black Friday can be for voucher sales.

Seaham Hall

This luxury, five star hotel in County Durham used Black Friday as an opportunity to promote their vouchers as perfect Christmas gifts. With plenty of couple and group experiences to choose from, their ‘selfish gift ideas’ campaign highlighted their vouchers as presents that the purchaser could secretly enjoy too.

Through cinema, radio, and a series of digital marketing ads, the hotel managed to increase their vouchers sales by 45% compared to 2017.

The Malvern Spa

The Malvern Spa in Worcestershire got a head start on the competition by starting their sale in early November. Offering a discount against selected spa days and spa breaks, the hotel targeted guests through a combination of social ads, banner ads and on-site promotional messaging.

During November 2018, the hotel managed to increase their voucher sales by a staggering 131% compared to the previous year.

How to get the best out of Black Friday

So how did these two very different spa hotels manage to get their Black Friday gift voucher promotions so right? Here’s our top tops for getting the best out of Black Friday sales.

1. Get in early

Black Friday is one of the noisiest periods for sales messaging, so get in early and set up your campaigns for the start of November. Targeting users straight after October payday and increasing the sale period will also help you get the best results.

2. Be bold

Black Friday is a busy time of year for gift vouchers, so to make your campaign competitive, be bold with the discount you’re offering. You’ll also need to be strategic with your voucher selection to ensure you achieve the sales you need at the price point you can afford to sell at.

3. Show off

Make sure your artwork does the talking. Great imagery will engage users and help you stand out from the crowd. Incorporating social ads into your strategy will also help you target specific audiences and acquire new followers.

4. Provide choice

People have different tastes and different budgets, so it’s important to offer a variety of vouchers in different price ranges. Lower priced vouchers will always prove to be the most popular and will make up the majority of vouchers sold, but you'll be surprised how big some people’s budgets are, and the savings on an overnight stay can seem very attractive to many.

5. Be selective

Be selective with the vouchers you feature in the sale. You need to feature some of the more popular vouchers in order to drum up lots of interest, but avoid featuring your very best sellers, as including these may eliminate any revenue you could have gained without the promotion.

6. Cross-sell

Many users will be drawn in by the sale but may actually go on to purchase an item that wasn't even discounted. There is a real opportunity to cross-sell other vouchers during this sale period, so ensuring your website is well structured and easy to navigate is key.

7. Make sure you have a top notch gift voucher site

As with any campaign, the less time you have to spend assigning products and discounts, the more time you can spend thinking about your messaging, visuals, distribution, and targeting.

What’s more, many of us who plan on purchasing on Black Friday have no intention of braving the crowds. We’re seasoned online shoppers and expect to be able to purchase vouchers as quickly and easily as possible, so having a voucher site with a great user experience as well as a simple, easy to use CMS is more important than ever.

Want to find out more about how we can help your hotel increase sales during your next gift voucher promotion? Feel free to get in touch.