Every year, the same festive pattern plays out — a surge of early shoppers in November, followed by a flood of frantic, last-minute buyers in December. And for leisure venues, that second group represents a goldmine.
If marketed well, digital gift cards and experience vouchers can become your secret weapon for driving December sales, generating new customers, and filling January’s quieter weeks.
Here’s how to make gift cards one of your most powerful — and effortless — Christmas marketing tools.
Why Gift Cards Are a Game-Changer for Leisure Venues
Unlike physical products, experiences don’t need wrapping paper. They sell emotion — excitement, laughter, connection. That’s exactly what people want to give at Christmas.
Gift cards and experience vouchers offer:
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Instant gratification for last-minute shoppers
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Flexibility for the recipient to book later
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Zero inventory or delivery costs
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Brand exposure to entirely new audiences
They’re a win-win — convenient for the buyer and valuable for your business.
Automate Your Gift Card System
The biggest barrier to last-minute sales is logistics. Luckily, automation solves this.
Modern booking systems and gift platforms make it easy to sell, deliver, and redeem digital vouchers without manual input.
Look for features like:
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Instant digital delivery via email
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Customisable templates (add your logo and branding)
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Integration with your booking engine
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Easy tracking and reporting
When buyers can purchase a voucher at 11pm on Christmas Eve and send it instantly, your venue stays open for business around the clock.
Market the Emotion, Not the Mechanic
People don’t buy gift cards for the convenience — they buy them because they want to give a great experience. So your marketing should sell the feeling, not the functionality.
🎯 Focus your messaging on:
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“Give the gift of adventure.”
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“Memories last longer than things.”
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“The perfect last-minute gift — instantly delivered.”
Pair these with strong visuals: smiling families, laughing friends, or couples enjoying your experience.
The goal is to make your vouchers feel like the most thoughtful last-minute gift ever.
Run Limited-Time Festive Promotions
Scarcity drives urgency — especially during the Christmas rush.
🏆 Ideas for quick wins:
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“Bonus value” deals: Spend £40, get £50.
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Countdown offers: “3 days left for guaranteed Christmas delivery!”
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Bundle promotions: Combine vouchers with merchandise or food upgrades.
Create urgency through your email campaigns, homepage banners, and paid ads. Shoppers are primed to buy — they just need a reason to act now.
Make It Incredibly Easy to Find & Buy
Many venues hide their gift card pages in small links or menus. Don’t. If you want sales, make your “Buy a Gift Card” call-to-action impossible to miss.
Place it:
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At the top of your website navigation
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On your homepage banner
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In your social media bios
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At checkout (“Add a gift voucher for friends?”)
The easier it is to find, the faster it converts — especially for mobile users.
Promote Across Multiple Channels
Maximise visibility by promoting your vouchers everywhere:
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Email marketing: Send festive reminders to your mailing list.
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Social media: Share festive graphics, countdowns, and testimonial posts.
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Paid ads: Target local audiences searching “last-minute gifts near me.”
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In-venue signage: Display posters or digital screens promoting instant vouchers.
💡 Pro tip: Run social media ads between 20th–24th December — that’s when search intent spikes for “last-minute gifts.”
Extend Sales Beyond Christmas
Your gift card campaign doesn’t have to end on 25th December.
January is when many people redeem their vouchers — but it’s also when others want to buy “belated” gifts or New Year treats. Keep your campaign going into early January with a “New Year, New Experiences” message.
You can even use vouchers as part of loyalty or referral schemes later in the year.
Track and Analyse Performance
Use your booking or POS system to measure:
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Total gift card sales
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Redemption rates
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New vs returning customers
These insights help you optimise pricing, offers, and messaging next year — turning one successful campaign into an annual powerhouse.
Final Thoughts
Gift cards and experience vouchers aren’t just convenient — they’re the perfect bridge between your December and January business.
They capture last-minute Christmas spend, drive new customer acquisition, and create future bookings when things are quiet.
By automating the process, marketing the emotion, and keeping your campaign visible across all channels, you can make this Christmas your most profitable one yet — and start the New Year with a healthy stream of eager new guests.
