Your customers will feel special and appreciated if you give them a gift card for a special occasion. Celebrating something else than birthdays will help you stand out. Gift cards are basically free money and generate an endowment effect on customers. As they receive money (instead of working for it) they are more likely to make impulse purchases with it (spending more in your store than they would have planned if they were spending their hard-earned money). They will likely spend the gift card in your store as they would feel a loss if they let it expire (loss aversion). Giving a gift card for a special occasion is using shopper psychology to your benefit. Read more about marketing psychology in our guide.