Happy Midweek, !

This week we dive into the beauty boom, with shoppers buying up an increasing amount of science-backed wellness products.

We also delve into the New York gift card laws and regulations that were revised in December 2022.

In seasonal insights, during 2024 35% of consumers increased their gift-giving budgets, proving that the gift card industry remains recession-proof.

— Consumer 150 Team

The Science-Backed Beauty Boom: Longevity in a Bottle

NAD+ products are flying off digital shelves—here’s how to cash in

Shoppers are stocking up on science-backed wellness products, and NAD+ is leading the charge. This coenzyme, known for its role in energy production and cell repair, has seen a nearly 3x surge in consumer health SKUs since 2023. The trend isn’t stopping at supplements—beauty and personal care brands are jumping in, with NAD+ creams and serums multiplying like peptides on a lab report.

Retailer tip: Offer wellness-focused gift cards that tap into this demand. Partner with health and beauty brands pushing NAD+ or bundle gift cards with related products. Shoppers want options that feel as personalized as their skincare routine—make sure your gift cards fit the bill.

Marketers Optimize Campaigns. Who’s Optimizing Their Wealth?

You spend your days driving ROI, but is your wealth strategy delivering the same returns?

As a marketing leader, your financial world extends beyond a salary—it includes equity compensation, bonuses, alternative investments, and tax considerations that require strategic planning. That’s where Range comes in.

Range is a modern, all-in-one wealth management platform designed for high-earning professionals like you. Their flat-fee, fiduciary model ensures that your financial strategy isn’t just managed—it’s optimized. From taxes and estate structuring to investment strategy and equity compensation guidance, Range helps you take full control of your wealth with no hidden fees or conflicts of interest.

Even if you already have an advisor, you’d be surprised how much in fees you could save.

Ready to apply a data-driven strategy to your own wealth?

Book a complimentary demo and see how Range helps marketers turn income into lasting financial success.

The Great Holiday Spending Standoff

For the 2024 holiday season, 35% of U.S. consumers upped their gift-giving budgets, while 18% pulled back. The biggest spenders justified it with higher incomes, pricier gift categories, and—of course—the urge to one-up last year’s presents. On the flip side, inflation, economic concerns, and a desire for "thoughtful but thrifty" gifting kept some wallets shut. Meanwhile, nearly half of consumers stayed on autopilot, spending the same as in 2023. 

The real takeaway? The gift card industry remains recession-proof. When in doubt, people still default to the universal "I-thought-about-you-but-not-too-much" present.

How StyleBop.com Leveraged Gift Cards to Boost Sales and Promote New Collections

Luxury fashion retailer StyleBop.com found a creative way to drive sales and promote its new spring designer collection through a strategic gift card campaign. Based in Düsseldorf, Germany, the online retailer launched a spring promotion offering a $50 gift card to customers purchasing orders over $300. This initiative not only incentivized higher-value purchases but also ensured that customers remained engaged with the brand, using their gift cards toward the latest seasonal collection.

Why It Worked: The campaign served multiple strategic purposes, it helped StyleBop.com clear slow-moving inventory, generate excitement around new arrivals, and increase average order value by encouraging customers to spend more to qualify for the reward. Additionally, by making the gift card code public (2015spring), the retailer maximized reach and accessibility, ensuring more shoppers could take advantage of the promotion.

Key Takeaways for Gift Card Strategy: Offering a conditional gift card can be an effective tool for boosting sales without heavy discounting, keeping margins intact while encouraging repeat purchases. For brands looking to drive traffic, promote new collections, or clear inventory, this type of campaign provides a win-win scenario for both customers and retailers.

New York Tightens Gift Card Consumer Protections

New York has taken a major step in strengthening consumer protections around gift cards with recent amendments to N.Y. Gen. Bus. Law § 396-i. As of December 10, 2022, gift cards sold in the state must adhere to stricter regulations, including the elimination of most fees, an extension of expiration dates from five to nine years, and a prohibition on devaluing funds due to inactivity. These changes ensure that consumers get the full value of their gift cards, without hidden fees or unexpected losses.

Another notable win for consumers is the introduction of cash redemption rights—gift card holders can now redeem balances under $5 for cash, making it easier to access remaining funds without waste. Additionally, businesses selling gift cards must now clearly disclose all terms and conditions on the card itself and in promotional materials, reducing ambiguity and preventing unexpected restrictions. Failure to comply could result in legal action, as the New York Attorney General has the power to issue injunctions, order restitution, and impose civil penalties.

New York has also stepped up efforts to combat gift card fraud, adding anti-scam provisions to protect consumers from bad actors who exploit gift cards for fraudulent transactions. These regulations make it critical for businesses to stay compliant, not just to avoid penalties but to build trust with customers who rely on gift cards as a convenient payment method. With other states likely to follow New York’s lead, these regulations could set the stage for broader industry standards.

In partnership with Range

Marketers Optimize Campaigns. Who’s Optimizing Their Wealth?

Range is a modern, all-in-one wealth management platform designed for high-earning professionals like you. Their flat-fee, fiduciary model ensures that your financial strategy isn’t just managed—it’s optimized. From taxes and estate structuring to investment strategy and equity compensation guidance, Range helps you take full control of your wealth with no hidden fees or conflicts of interest.

Ready to apply a data-driven strategy to your own wealth?

Book a complimentary demo and see how Range helps marketers turn income into lasting financial success.

Love Gift Card Trends? Receive the Same Weekly Newsletter For the Private Equity Market!

PE150 (same publishers of Gift Card Trends) delivers proprietary insights, market trends, and actionable tools for Private Equity & M&A professionals—in just one 5 minute weekly email. Subscribe now

"Don't let the fear of losing be greater than the excitement of winning"

Robert Kiyosaki