Did you hit your sales targets last year? How about your unlimited wash club membership goals? Have you set your 2024 gift card sales yet? With over $200 billion spent on gift cards in the U.S. last year alone, gift cards are undeniably a top holiday gift choice. Not only do gift cards boost revenue, but they also act as a fantastic referral tool. Your loyal customers can introduce friends and family to your services, potentially converting them into long-term unlimited wash club members.
In a competitive gift card market, the car wash industry stands out. It’s rare to find an affordable service that delivers a personalized experience with universal appeal. In many cases, a $25 express car wash gift card can even provide multiple washes, making it a fantastic value. A clean car makes people feel great, and that’s a longer-lasting “feel-good” experience than most other gift options.
While Starbucks gift cards are popular — accounting for nearly $30 billion of the $200 billion gift card market from some estimates I found — not everyone loves coffee. Some people prefer different gifts, and teachers might already have more Starbucks cards than they need. Though Starbucks offers a personalized experience at $15, $20, and $25, an express car wash provides a unique gift with broader appeal, offering excellent value at similar price points. Educating gift-givers about this more universal gift option at your car wash is crucial.
Gift Cards Are Just the Start
Success requires strategic planning. Focus on three essential elements: incentivizing customers, fostering loyalty, and driving purchasing behavior. Timing is key, so develop a comprehensive annual marketing strategy. This ensures effective planning and execution with your marketing team and keeps your gift card program top-of-mind for customers. During the busy holiday season, make promotions and gift cards readily available to simplify the buying process for your customers.
Even if you haven’t started planning yet, there’s still time to capitalize on the 2024 holiday gift card season. The stakes are high — 44 percent of customers visit a business for the first time with a gift card, and an estimated 61 percent spend more than the card’s value when redeeming.
While the task might seem daunting to some, it doesn’t have to be overly complicated. Talk to your car wash vendor partners. They may offer marketing support programs that can help you get started with templates or ideas for on-site signage, digital advertising, and social media campaigns to highlight your gift card promotions.
To make your gift card program successful, you need to actively promote it. Refresh your digital menus, gate arm signs, and pay stations with eye-catching ads. Place promotional signs in high-traffic areas and utilize your social media channels. Update your website banners and text messaging with gift card offers.
Make purchasing easy by enabling customers to buy and reload gift cards online and at pay stations. Ensure every employee is trained to discuss your gift card promotions, answer customer questions, and process transactions smoothly.
The Personal Touch
A personalized offer can make a significant impact. Some operators enhance their programs with perks like a free exterior wash with a $50 gift card purchase or volume discounts, such as “buy 10 wash cards, get 1 free.” Show appreciation to customers buying gift cards — they’ll likely introduce your car wash service to their holiday shopping lists.
Looking for ideas? Try some of these:
• Reward the Purchaser: Offer $5 off a wash with gift card purchases.
• Black Friday Specials: Use Black Friday to offer discounted multi-pack gift cards with a brief media campaign or roadside signage.
• Stocking Stuffer: Market gift cards as perfect “stocking stuffers.”
• BOGO: Run a buy-one-get-one promotion, such as “Buy a $20 wash, get a $20 gift card.”
It’s a Team Effort
Train your employees to actively promote and sell gift cards year-round. By tying gift card promotions to various holidays throughout the year, they can seem timely and a good value. Offer incentives like cash bonuses or gift cards for top sellers. Engaging your team is key for program success and overall profitability.
Track your progress and set realistic and attainable goals. Regularly review your numbers, discuss progress with your team, and refine your strategy based on successes and challenges. Open dialogue and reflection are essential for continual improvement. And don’t forget to celebrate your top sales staff. Recognition for a job well done can go a long way toward employee motivation.
Go Beyond the Holidays
Consider creating year-round programs for local businesses or special promotions on various holidays. Whether it’s for Labor Day, National Pet Day, or other local events, getting creative with your gift card offerings can boost year-round sales.
To beat the holiday rush, plan ahead. Aim to set your strategy 6-8 weeks before each major holiday. For instance:
• January: Plan for Valentine’s Day (February 14). Be ready a week early.
• March: Plan for Mother’s Day (May), Father’s Day (June), and Graduations.
• September: Plan for Halloween (October 31). Be ready a week in advance.
• November: Plan for Black Friday and the holidays.
Thanksgiving is November 25; have marketing ready at least two weeks ahead.
The key to success is planning smart and early. Gift cards offer a tremendous opportunity to attract new and returning customers. With thoughtful planning, effective signage, a strong online presence, and engaged staff, you can reap significant rewards. Convert gift card users into loyal unlimited wash club members and enjoy a reliable stream of income.
Good luck and good washing.
Joining the company in 2000, Anthony Analetto serves as the president of Sonny’s CarWash Equipment Division. In this role, Anthony leads the innovation of new products to drive client success and oversees all operations, engineering, and supply chain management. Washing cars for more than 30 years, Anthony was the director of operations for a 74-location national car wash chain prior to joining the company.
