That bouquet may wilt, but the memories made from experiences are forever!

When it comes to Mother’s Day, your customers are shifting gears, opting for experiences over more traditional gifts. 

This year we’re expecting there to be a massive 177% surge in total hospitality gift card sales leading up to Mother’s Day compared to last year. And it doesn’t stop there – 2024 will see a 58% surge in Mother’s Day gift card sales compared to the last three years combined 🤯

So, what’s driving this trend? More and more people are looking for activity-based experiences tailored especially for Mum. We’ve seen a 96% surge in sales for these experiences over the past two years; from afternoon teas to spa days, there’s something for every Mum to enjoy.

In fact, afternoon teas are having a moment! In 2022, 35% of all experiences sold in March were afternoon teas. Fast forward to 2023, and that number jumped to 45%. And this year? Hold onto your teacups – we’re predicting a whopping 66% of experiences sold will be afternoon teas… seems like everyone’s craving a piece of the scones!

Operators in the hospitality industry are already upping their game, making the most of key calendar dates by offering everything from afternoon tea, cocktail clubs, bottomless brunches, and spa days as gifts on their Toggle shops.

And let’s talk promotions – they’re a game-changer! Venues offering gift cards with deals like ‘£10 off when you spend £30’ are seeing a 533% increase in total spend from the original redemption value. Now that’s what we call a win-win!

Making sure your gifting strategy is up to scratch when it comes to key dates can be a game changer for your business. With consumers seeking experiences over products, a gift card evolves from simply being just a piece of plastic, to the promise of a future visit; and it should provide guests with a memorable experience that fosters brand loyalty.

If you want to know more about how your brand can make the most of the key dates for 2024, get in touch with our team today.