In February, City of Pleasanton officials announced the rebranding of Gift Pleasanton, the community’s eGift card program, which was launched in June 2021. The improved program features a sleek new card design and enhanced digital and in-store experiences. A revamped website and refreshed promotional materials showcase the commitment by City of Pleasanton Economic Development officials to support local businesses. By making the program easier to use, they help participating companies make their businesses more visible to customers.

According to a June 2024 article in trade publication PaymentsJournal, “in an era marked by rising inflation, prepaid cards have become more than mere financial tools. They are increasingly seen as strategic assets in managing the economic pressures felt by consumers and retailers alike. The benefits of gift cards extend beyond financial transactions, helping retailers build personal relationships and loyalty with their customers.”

PaymentsJournal reports that participating companies may experience several benefits. “Prepaid cards can provide a more cost-efficient customer acquisition tool than other competitive advertising or marketing channels,” the publication asserts. Moreover, “prepaid cards can also be a more cost-effective payment method, driving top-line growth and bottom-line savings. Many merchants are unaware of the benefits of the upfront cash that a gift card sale can generate for merchants. Those funds can be invested in a variety of ways.” Additionally, “consumers tend to spend more than the face value of the card when they come in.”

Local retail, dining, and service businesses can participate in the program for free by filling out a short online form, submitting the information, and waiting for approval. The program “offers a fantastic opportunity to attract new customers while promoting local spending,” officials say. The 2024 Holiday Buy-One-Get-One promotion, for example, was a tremendous success, generating over $31,900 in gift card sales and driving local spending throughout the season. An individual business may offer a discount or bonus to consumers who buy a gift card and use it at that business, but such offers are voluntary.

Participating businesses benefit from Gift Pleasanton in multiple ways, officials say, including periodic bonus programs where purchasers receive bonus cards with their purchase, which expands the program’s reach and drives more spending at local businesses. The program offers extensive marketing opportunities, featuring businesses in the city's business newsletter, social media, and website. As part of the rebrand, businesses will also receive window clings, stickers, and restaurant check inserts to help promote the program.

Professional Nails Spa at 4847 Hopyard Road and Gobi Mongolian Grill at 4811 Hopyard Road are among the Hacienda tenants that participate in the program. Local businesses can accept Gift Pleasanton eGift cards from customers after the business has been registered with the program. A Download Toolkit provides step-by-step instructions on activating your business, redeeming eGift cards, avoiding common mistakes, and effective marketing strategies. A one-page How to Redeem sheet can be downloaded and printed as a reference document for employees to keep in-store. That helps ensure a smooth redemption process for customers, officials say.

“Gift Pleasanton’s main goal is to keep spending local,” says Lisa Adamos, City of Pleasanton Economic Development Manager. “When you purchase a gift card, you’re supporting your neighbors, classmates, coaches, and friends—helping sustain local jobs and strengthen the economy. Local businesses also provide a more personalized shopping and dining experience, with owners and staff offering expert knowledge and tailored recommendations. This creates a lasting impression for visitors and showcases the amazing community of Pleasanton.”

For more information about Gift Pleasanton, please visit www.cityofpleasantonca.gov/our-government/economic-development/business-promotion.

To buy Gift Pleasanton eGift cards, please visit www.app.yiftee.com/gift-card/pleasanton.