Why Retailers Offer Bonus Gift Cards During the Holidays
See how holiday bonus cards work, when the extra value expires, and how to use both cards without missing the window.
Retailers offer bonus gift cards during the holidays because a December sale collects cash upfront and creates a return visit in January or February. According to Shopify's retail guide, that return trip often includes payment above the card value (Shopify retail guide). A bonus gift card is a small extra card added when a shopper buys a set amount of regular gift cards.
Gift cards remain a central holiday choice. According to the National Retail Federation, gift cards were the most-wanted gift at 50% and U.S. spending was expected at $29.1 billion (NRF holiday survey).
That demand helps explain why stores add an extra card to close the sale.
Verification note: Program terms and availability can change. This page was checked against linked sources on November 02, 2026.
How does a bonus card work?
The shopper buys a regular gift card for a set amount. The store adds a smaller bonus card for future use. For example, a $50 purchase might include a $10 bonus card for later.
According to Shopify, retailers make bonus cards redeemable only after the holidays for a short window (Shopify holiday guide). That timing deliberately shifts demand into the usually slower first quarter.
Why does the return visit matter?
The first purchase does not end the transaction. The recipient must come back to use the value. That second visit creates a chance to choose items beyond the card amount.
It also spreads store traffic across two trips. December handles the gift purchase. January or February handles the redemption and any added spending.
Why do stores pick January for redemption?
Holiday weeks already bring crowds and gift buying. January is quieter, so a bonus window gives shoppers a reason to return. The store fills a slow period without lowering regular prices.
For the recipient, the window acts as a firm deadline. The value only helps if the trip happens inside those dates. Put the start and end dates where you will see them.
What should you check before you buy?
Federal rules treat the main balance and the bonus differently. According to the FDIC, federal law bars most gift cards from expiring sooner than five years after activation (FDIC gift card page). Bonus-card urgency must come from separate promotional expiration terms, not the main gift balance.
Check these points at purchase: If the bonus date passes, the main gift balance generally keeps its longer life.
- Note the bonus-card start and end dates.
- Keep the receipt with both card numbers.
- Use the bonus card first when the window opens.