The below are a few points you could consider. We do not believe there is a right or wrong way to implement your strategy for selling vouchers, and there will also be other factors to consider for your specific business. You may even decide to implement both strategies detailed below in different campaigns at the same time, to find what suits you best.


  • Wide range of values: A range such as £10, £90, £200 gives customers a lot of choice, which could encourage them to buy your vouchers.


  • Narrow range of values: A range such as £45, £50, £55 gives customers less choice, but allows you to more accurately control the use of vouchers on your website checkout. For example:

    • You can decide to price the vouchers below your average product price. This means that when customers use their vouchers to buy your products, they will still need to pay an extra (and undiscounted) amount at your website checkout. Therefore, the effective discount on your products is lower than the discount you're offering on your vouchers.

    • You can decide to price the vouchers above your average product price. This could encourage customers to purchase more than one product from you at the same time.