Gift Cards are powerful sales tools that drive revenue when used properly. If a merchant is just issuing gift cards as gifts when customers request them, then that merchant is missing out on opportunities to increase sales. One of the most successful gift card promotions is a Gift Card with Purchase program (GWP).
GWP Example: Spend $50 and get a $10 gift card to use towards a purchase of $30+ made within the next 30 days.