Gift card encourages people to explore Exeter and discover new indies
Independent retail, hospitality and health and beauty businesses are some of the most popular places for people to spend their Exeter Independent Gift Card
Independent businesses in Exeter are crediting the city’s local gift card with bringing in new customers and driving sales as the initiative reaches a significant milestone. Over £75,000 of Exeter Independent Gift Cards have now been sold, with an estimated £100,000 plus benefit to city businesses.
Led by InExeter Business Improvement District, the gift card was introduced to encourage a ‘shop local’ ethos and keep spend locked into Exeter. A digital version of the card launched in October 2022, and the plastic physical card was replaced with an eco-friendly paper version.
Cards are available to buy online, with delivery direct to the recipient, and can also be picked up in person from Royal Albert memorial Museum Art & Gallery and Bunyip Craft, and loaded with value using Load This Card.
Gift shop Hyde and Seek has welcomed both regular and new customers into the store, thanks to the gift card. Owner Justine Hyde said:
“One of the best things about being a part of the Exeter Independent Gift Card is that not only do we get our regulars in to spend their cards with us, but we get new people too who say they didn’t know we were here.
“A lot of people stay on their usual path when they’re out shopping. The gift card encourages people to really explore Exeter and maybe discover new businesses. On a personal level, I find it so exciting to find a new business that I love. And that is our aim at Hyde and Seek, to offer products for him, her and children that are colourful, fun yet functional and make you smile.
“The gift card does wonders for making Exeter feel like a little hub and recognising us all as businesses together. Businesses can’t help but benefit by being a part of the gift card because it’s really easy for customers to spend, and is free for us to be a part of the initiative. A strong and vibrant Exeter is better for everyone.”
Another popular place for people to spend their Exeter Independent Gift Card is Thomas Moore. Manager Joel Gater said:
“Thomas Moore is a family business selling school uniform and toys, which started as a tailor in 1907. Being a part of the Exeter Independent Gift Card is a no-brainer because it’s aimed at supporting independent businesses. It’s another way for people to pay, and another income source for us as a business.
“We have a big toy selection at Thomas Moore, so when the Exeter Independent Gift Card is spent with us, it’s on toys. Even though most people in Exeter have visited us for school uniform at some point, the gift card can be a gateway to the toy side of the business. Plus, we’re the only independent toy shop in Exeter.
“The gift card is diverting money that might ordinarily have been spent with the big chains to independents. I don’t think I’ve ever seen anyone spend less than the value on the card when redeeming it, and that benefits Exeter. Our profits go back into the local area, supporting the local economy.”
Other popular businesses for people to spend their Exeter Independent Gift Card include Jasmine Thai Restaurant, The Flat, Chococo and Sabatini. Lloyd Gardner, owner of Sabatini said:
“Sabatini is Exeter’s only city centre independently owned family Italian restaurant. I love running my business in Exeter because of the strong independent business scene in the city.
"I am part of the Exeter Independent Gift Card program because it brings me business, both new and local, it helps to promote the city and boosts the independent hub of Exeter. Customers often find Sabatini after receiving a gift card, and looking up the places to spend the card at inexetergiftcard.co.uk”
Mattie Richardson, Project Manager at InExeter said: “It’s fantastic to see the benefits of the Exeter Independent Gift Card being spread out across our city, to a range of sectors. We know that 50% of the cards are used with businesses that are new to that customer, and 50% of those people go on to become regular customers. As a gift card is seen as ‘free money’ people also typically spend 65% plus on top of the value of the gift card. The gift card is a win for customers, a win for businesses, and a win for Exeter.
“As we approach the end of the school term, the Exeter Independent Gift Card makes a fantastic gift for teachers with lots of choice. Many parents and guardians collect for teachers’ gifts as a group now, and by clubbing together, the class can give school staff a gift that will be hugely appreciated, and used on the things they both want and need.”
The Exeter Independent Gift Card is part of the award-winning Town & City Gift Card concept from Miconex.
Colin Munro is the managing director of Miconex and said that Exeter continues to innovate with its gift card: “The Exeter Independent Gift Card is unique because it’s purely for independent businesses, and offers recipients a reason and incentive to try the local businesses on their doorstep. Once they have, they’re likely to return, with a long term positive impact on the community. The introduction of the digital version of the card made it even easier for purchasers, recipients and businesses, keeping even more money locked into Exeter.”
