Who’s buying gift cards? Surprising insights.

Over the past week, we’ve been sharing insights into how gift cards can help your business during the weeks leading up to Valentine’s Day. We hope you’ve learned something new that you can apply to your business—and we have a confession to make: we learned something from the data as well.

When we began our project in early January, we expected to find that our subscribers in the spa and salon industries sold the most gift cards in the weeks leading up to Valentine’s Day in 2014. Once we started looking at the data, however, we found something different.

Spa was the big winner, as expected, with more than three times as many gift card purchases as our other subscribers. We were surprised, though, to learn that our yoga subscribers sold the second largest amount. You can see the peaks in the graph below. (That peak, by the way, begins its upward climb on February 8 and reaches its climax on February 13, showing that procrastinators gravitate toward gift cards as a last-minute purchase.)

The gold trend line shows spa gift card sales and the green line shows yoga gift card sales.

To say the least, we were intrigued by this detail and decided to look into what other bits of information we could find about gift cards that we could share with you to help you—and your clients—have the best Valentine’s Day ever.

Who buys gift cards?

In January and February 2014, women bought 66% of the gift cards purchased from MINDBODY software.

We also found that people who have only visited a business one time were more likely to purchase a gift card than those who have visited multiple times. This seems counterintuitive, but as it turns out, a brand new client is the ideal candidate for a gift card pitch.

When do people purchase gift cards?

Overall, more gift cards were sold between 11:00AM and 4:00PM than any other time.

Who buys the most gift cards?

In 2014, San Antonio day and health spas sold over 20,000 gift cards worth almost $1.5 million.

Do you know how to see who buys your gift cards?

MINDBODY has a report that you can run to see who has bought gift cards—and if they have been used yet. You can learn more here.