Holiday promotions that work: $17,500 in gift card sales in just two seasons

“Gift cards don’t just bring in revenue at the point of sale — they bring in new customers when the cards are redeemed.”

Ben Webb
Owner

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A family business with deep roots

Anna Maria Island Dolphin Tours is more than a tour company. It’s a family legacy. Owned and operated by the Webb family, the business brings generations of local knowledge to its experiences. Guests can explore the waters around Anna Maria Island on dolphin tours, snorkeling trips, sunset cruises, or larger group outings on a 49-passenger catamaran.

Every tour is led by locals who grew up on these waters, which makes the stories, encounters, and connections authentic and memorable. But like many operators, AMI Dolphin Tours faced a challenge: how to generate revenue and keep their brand top of mind during the holiday season, when travel isn’t always a priority.

Why gift cards made sense

In 2023, owner Ben Webb and his team decided to try something new: a Black Friday promotion focused on gift cards. The strategy was simple. Sell discounted gift cards as holiday gifts, giving locals and visitors a chance to share the “experience” of Anna Maria Island instead of another material item.

The results exceeded expectations with a 1,450% increase in gift card sales in November 2023 — proving that the campaign created noticeable sales spikes.

“The timing was perfect,” Webb explained. “People were looking for gifts, and we positioned our tours as a unique, memory-making option instead of a material purchase. The discount created urgency, and our messaging emphasized that experiences on the water are more meaningful than ‘things.’”

Black Friday becomes a consistent growth engine

After running another successful gift card promotion in 2024, AMI Dolphin Tours was able to confirm this tactic wasn’t a one-time fluke. Combined with 2023, the two campaigns brought in more than $17,500.

The timing was particularly crucial in 2024, when hurricanes Helene and Milton devastated the island and forced the company to close operations for weeks. Black Friday wasn’t just a promotion that year. It was a necessity. 

Webb said, “It became a way to stabilize the business, support our staff, and reassure our community that we would bounce back. The gift card sales not only generated immediate revenue but also ensured that guests had a reason to return once we were able to get back on the water.”

Gift cards extended the impact of Black Friday far beyond the holiday season. With 5.25% of 2024 bookings coming from gift cards, AMI Dolphin Tours gained not just revenue, but long-term relationships with new customers.

How they did it

Introduced several marketing touch points

Part of the campaign’s success came from keeping things simple and consistent. AMI Dolphin Tours promoted their offer in many ways:

• Social media posts on Facebook and Instagram
• On-tour mentions from captains
• A prominent website banner highlighting the limited time discount

Utilized FareHabor resources

Behind the scenes, FareHarbor tools made the process seamless. The gift card feature allowed the team to set custom pricing, while the Dashboard reporting provided real-time visibility into sales. 

Plus, scheduling the promotion in advance meant everything launched smoothly without adding stress to an already busy holiday week.

Support from their FareHarbor Account Manager and advertising partner Fundibu, also played a role. They helped ensure the campaign messaging stayed aligned across social media and Google Ads, ensuring maximum reach.

Advice for other operators

Webb encourages other tour operators to take advantage of the holiday season. “Keep it simple, make the offer clear, and promote it heavily in the weeks leading up to Black Friday.”

He goes on stating, “Frame the gift card as an experience that people will remember forever — it’s more compelling than just ‘money off’.”

For AMI Dolphin Tours, Black Friday has now become a core part of their annual marketing calendar. Customers even look forward to it, knowing it’s the perfect chance to give the gift of dolphins, sunsets, and memories.

Ready to run your own Black Friday campaign?

Black Friday campaigns aren’t just for retailers. They’re a proven way for tour operators to capture holiday spending, bring in new customers, and stabilize revenue when it’s needed most.

Discover how FareHarbor can help your business thrive — book a demo today.