1. Marketing

Is Your “Gifting Strategy” in Place for the Holidays?


This holiday season, Americans are expected to spend an estimated $87 billion on gift cards, making the gift card the number-one present under the tree for the sixth straight year. – moneycentral.msn.com


Gift cards are especially useful when you are creating a promotion to drive business to your studio. When you send a gift card with a defined value, consumers feel as though they are holding on to real money; they are far less likely to toss out a “real money” promotion as opposed to a coupon that is easily forgotten. When presenting a gift card, it’s important to clearly indicate the value by either imprinting it on the card itself or inserting it into a carrier in which the value can be written by hand.

A gift certificate is the perfect option for your clients who wish to purchase photography for their friends or relatives based on a specific product or dollar amount that is obvious to the recipient, which can be filled in by the studio owner or employee. In this age of image-conscious consumers, it is well worth the expense of printing custom gift certificates that support your marketing identity or choose a preprinted gift certificate designed specifically to show off photography.

Whether you choose gift certificates or gift cards to enhance your sales during this holiday season, keep these factors in mind:

  • Have a well-thought-out gifting strategy as part of your holiday marketing and sales plan.
  • Prominently display gift certificates or cards where they can easily be seen by studio visitors.
  • When conducting portrait sales during this holiday period, don’t forget to mention your gifting options as “the perfect gift” for friends and family.
  • Recognize the importance of good design and presentation when creating your studio gifting materials. Make it easy to include a studio brochure or card that will help the gift recipient understand the quality and value of the gift they will receive from your studio.

Learn more about gift cards from Marathon.
Learn more about gift certificates from Marathon.