Why I Quit Selling Gift Cards
A couple years ago, I wrote a post that included reasons you should buy gift cards for the holidays. I actually wrote, “I used to hate gift cards but not anymore. I thought gift cards were impersonal and the lazy way of giving.” Over time, I had been convinced that a food tour gift card encourages a new experience and is a great way to bring friends and family together to make memories.
I still believe a new experience can be a great way to bring friends and family together, but yet I have decided to discontinue the sale of gift cards on my website. What?! “Why is she cutting her own throat?” you asked. Of course, gift cards are a great way for a business to generate cash. A tour company, in particular, can use gift cards as a means of cash flow to carry the business through the slower months. Nonetheless, I am back to thinking gift cards are impersonal.
But why? Several of the most memorable tours we hosted this past year were private group tours. In each case, a family member purchased multiple gift cards for parents or siblings with the idea that they would settle on a common date and all take a tour together. I love the idea of an experience as a family gift. Someone thought of the idea and then coordinated a date that worked for everyone. Then each recipient redeemed their gift card for the agreed upon date. Celebrating Christmas in July on a food tour with family was delightful!
But what about all those others who purchased gift cards for friends or family and then never heard another word about it? How many times have you opened an envelope, replied with polite thanks, and then put the gift card in a drawer to be forgotten and never used? Or how about when you suddenly realize you have an unused gift card, and you rush to book the tour just in case the giver asks how you enjoyed the experience?
So the question becomes “Do you give a gift card just to check that someone off your list?” If you do, that’s a pretty impersonal way to celebrate a special occasion. Wouldn’t it be more fulfilling to arrange a special date, a tour where you spend a few hours together with your recipient and away from news, politics, social media, and day-to-day routines? Surprise them with an actual ticket for a specific date to take a tour together. Or call Barb to pick your own date for a private group tour. ( If the date doesn’t work for your recipient(s), we will be glad to rebook you for one that does.)
There you have it. I quit selling gift cards because I’m on a mission. My aim with Cincinnati Food Tours is to connect people with a shared experience. Won’t you join the movement? Pick a tour, pick a date, print our Gift a Tour certificate, and watch your recipient smile.