You’ve seen the promotion: “Spend $50 and get a $10 bonus card.” Simple, right?
This small offer is one of the most effective tools for driving revenue, attracting and retaining customers, and strengthening loyalty. In a competitive business realm, simple yet effective tools are essential to growth.
Over the past few years, we’ve seen the rise in bonus cards being used at large retail establishments. But this isn’t just a big-brand tactic. Bonus cards are a flexible tool that businesses of any size can use to increase sales and encourage repeat visits.
So...What Is a Bonus Card?
A bonus card is a promotional card given to customers when they meet a specific purchasing threshold.
Some examples:
- Spend $100, get a $20 bonus card.
- Purchase a certain quantity of a specific item and receive a $10 bonus card.
- Buy $50 in gift cards, receive a $10 bonus.
- Purchase a specific item and receive a $5 bonus card.
Unlike a regular gift card, a bonus card:
- Is promotional
- Helps drive sales on specific items
- Usually has an expiration date
- May have usage restrictions
Think of it as a strategic thank you that is meant to:
- Turn one visit into two
- Bring shoppers back into your store sooner rather than later
- Turn a one-time shopper into a loyal customer
Why Bonus Cards Work
Bonus cards work because they focus on three powerful customer behaviors: the feeling of being “so close,” the guarantee of a return visit, and the fact that a reward feels better than a discount.
1. The Feeling of Being “So Close”
If someone’s cart is at $89 and the reward kicks in at $100, what happens? They add something.
It’s a win for customers and for businesses. The customer gets their reward. For a business, that small gap increases average spend, basket size, and immediate revenue.
2. The Guaranteed Return Visit
When customers add that additional item to their cart to get that reward, they are almost guaranteed to return and spend more than the bonus card.
Additionally, bonus cards are typically redeemable after a peak season. For example, the bonus card you got in December that is redeemable in January? That’s not random.
Businesses do this strategically to help:
- Drive traffic during slower months
- Reduce seasonal dips in revenue
- Predict return visits
Instead of just hoping that customers come back, you’ve given them a reason to.
3. It Feels Better Than a Discount
For a consumer, a dollar reward feels better than a percentage off because it’s a concrete number. It’s easier for the consumer’s brain to process getting a $10 bonus versus having to do the mental math of receiving 20% off.
For a business, a 20% off discount reduces revenue immediately. However, a bonus card delays the reward, encourages future spending, and typically results in customers spending more than the bonus amount. Additionally, many bonus cards go unused, which works in your favor.
Ultimately, bonus cards are a win for both your customers and your business.
Tips for Implementing Bonus Cards
Keep it smart and simple:
- Set a clear, reachable threshold.
- Don’t allow redemption during peak periods.
- Create a reasonable expiration window.
- Train your staff to mention how close customers are to earning one.
- Send email reminders to your customers before they expire.
- Choose a reliable and high-quality manufacturer, as the look and feel of your cards are just as important as the deals themselves.
When it’s easier to understand, the better it performs.
Are Bonus Cards Right for Your Business?
Bonus cards work especially well if you:
- Have seasonal highs and lows
- Want to increase your gift card sales
- Need more repeat visits
- Are looking for alternatives to discounting
If any of these resonate with you, bonus cards are worth testing.
When you’re ready to bring your promotion to life, working with a trusted manufacturer like Vanguard ID Systems ensures your bonus cards look professional, align with your brand, and are produced with the quality your customers expect. Because presentation matters, especially when it represents your business.
