What is the best discount strategy for Mother's Day gift cards?

Best Discount Strategy for Mother's Day Gift Cards

Gift cards are a unique product category because they represent deferred revenue. A customer who buys a $100 gift card creates a liability on your books: you owe $100 in product to the eventual redeemer. Discounting the card adds a second layer of margin erosion on top of that liability.

Why Direct Gift Card Discounts Are Risky

• Double discount risk: A gift card sold at 20% off will often be redeemed using another promotion, compounding the margin loss.
• Redemption timing uncertainty: Gift cards may be redeemed months later during a different promotional period, making financial planning difficult.
• Full-price perception: Once customers know you discount gift cards, they will wait for the sale before buying future gift cards, eroding year-round gift card revenue.

Better Approaches for Gift Card Promotion

Positioning Gift Cards as the Premium Last-Minute Option

In the final 72 hours before Mother's Day, gift cards become the most practical option for procrastinating shoppers because they guarantee delivery. Position them as a premium, guilt-free gift choice rather than a fallback option. Messaging such as Give her exactly what she wants frames the gift card as thoughtful, not lazy.