How do I handle gift cards that are lost or not working?

Keep a record of every gift card issued with the code, amount, purchaser, and date. Most platforms generate this report automatically. For lost cards, reissue if you can verify the original purchase with the purchaser's name and email.

Gift Card and Voucher Strategy for Elective Ultrasound Studios: Turn Every Gift-Giver Into a New Client Source

Pillar: Marketing and Growing | Persona: Entrepreneurs | Last Updated: June 2026

Partners, grandparents, sisters, and best friends do not book elective ultrasound sessions. They buy the gift card that makes the booking happen. If you are not actively marketing gift cards and vouchers as a product in their own right, you are leaving a meaningful share of your available revenue pool untouched.

A strong gift card and voucher strategy for elective ultrasound studios converts gift-givers into a reliable secondary revenue channel that supplements direct client bookings — and when designed correctly, each gift card sale represents not just the value of that card but the potential for a new client relationship, a referral source, and a repeat booking from the recipient. The most effective studio gift card programs offer multiple price points aligned to actual package prices, are promoted aggressively during four seasonal windows each year, and are easy to purchase and redeem both in-person and online.

The Numbers That Matter: According to the National Retail Federation’s 2024 consumer survey, gift cards remain the most-requested gift category for the 17th consecutive year, with 59 percent of consumers saying they want to receive gift cards. In experience-category businesses, physical gift card fulfillment (a printed card or attractive packaging) increases average perceived value by 15 to 20 percent compared to email-only delivery.

Elegant gift card packaging with ribbon on a clean surface — Premium gift card presentation elevates perceived value and makes your studio stand out as a thoughtful gift choice.

Structuring Your Gift Card Price Points

The most common mistake studios make with gift cards is offering a single denomination or an open-ended “any amount” option. Both approaches reduce conversion. Gift-givers make faster, more confident purchasing decisions when they can choose from clear, meaningful options that map to recognizable outcomes.

Structure your gift card denominations to align with actual package prices — not arbitrary round numbers. If your standard 3D/4D session is $149, offer a $150 gift card (not $100 or $125 that leaves the recipient awkwardly short). If your premium HD session is $189, offer a $190 option. The logic: gift-givers feel more confident purchasing a card that “covers the full session” rather than one that partially covers something they cannot clearly visualize.

$75

Entry-level: covers an early gender or heartbeat session, or applies toward a premium package

$150

Mid-tier: covers a standard 3D/4D session or most of a premium session package

$200

Premium: covers an HD or deluxe package session; appeals to close family and partners

Physical vs Digital Delivery: Which Converts Better?

The short answer: offer both, default to physical. Physical gift cards with attractive packaging consistently outperform email-only delivery on perceived value and recipient satisfaction, particularly in the experiential gift category. A beautifully presented card in a small gift box or envelope with your studio branding communicates that the gift-giver put thought and care into the purchase — which is exactly what they want to convey.

Delivery Format	Best For	Perceived Value	Setup Requirements
Physical card in branded packaging	In-person purchasers, planned gifts, baby shower presents	Highest	Printed cards, envelopes or small gift boxes, in-studio pickup option
Email digital delivery	Last-minute purchases, buyers outside your area, online-only shoppers	Moderate	Online gift card platform (Square, Vagaro, or booking system integration)
Printable PDF voucher	Last-minute buyers who want something to wrap or present	Moderate to High	Designed PDF template emailed immediately on purchase

For maximum convenience, offer all three formats through your booking system or a simple online checkout. Square Gift Cards, Vagaro’s gift card feature, and most major booking platforms support both physical card fulfillment and digital delivery at no additional cost beyond their standard transaction fees.

The Four Seasonal Promotion Windows

Gift card revenue follows a predictable seasonal pattern. The four windows that generate the highest gift card volume for elective ultrasound studios, in order of typical revenue impact:

Priority gift card promotion windows:

Holiday Season (November 15 — December 22): Your highest volume window by a significant margin. Lead with “the gift that creates a memory” messaging. Offer a small bonus for early purchases (a free add-on for cards purchased before December 1st).
Mother’s Day (April 25 — May 10): Target partners, in-laws, and parents of expecting moms. The messaging angle: “give her a moment she will treasure forever.” Run this campaign aggressively across Instagram, Facebook, and email for two full weeks.
Valentine’s Day (February 1 — 13): Target partners and spouses. Emphasize the experiential and emotional dimension: “give her an experience, not just a thing.” Pair with a brief urgency window (gift cards purchased by February 10th include a free upgrade).
Baby Shower Season (March — April, September — October): Position gift cards as the perfect baby shower group gift. Create a “shower gift” landing page or social post specifically targeting shower planners and hostesses.

Promoting Gift Cards Year-Round

Outside the four peak windows, gift card awareness should remain a consistent background element of your marketing. A few approaches that work without requiring ongoing effort:

A permanent “Gift Cards” page on your website linked from the main navigation
A standing Instagram Story Highlight titled “Gift Cards” with pricing and ordering information
A mention in your email signature (“Give the gift of a keepsake moment — gift cards available”)
A small counter display in your studio reception area with a QR code linking to the online purchase page
A line in your post-session thank-you email (“Know someone who would love this experience? Gift cards are available…”)

Accounting for Gift Card Revenue Correctly

Gift card accounting requires tracking unredeemed cards as a liability, not as income. When a $150 gift card is sold, you record $150 as deferred revenue (a liability on your balance sheet). When the card is redeemed at a $149 session, you recognize $149 as income and $1 as a rounding adjustment. Cards that are never redeemed become “breakage” income — recognized over time according to your accounting method and applicable state unclaimed property laws.

Many states have unclaimed property (“escheatment”) rules that require businesses to remit unredeemed gift card balances to the state after a specified dormancy period, typically three to five years. Check your state’s specific rule. Consult your CPA for the accounting treatment that applies to your state and entity type.

Practical note: Include an expiration date on your gift cards where permitted by your state (many states restrict expiration dates on gift cards — check your state law). An 18-month to 24-month validity period is long enough to feel generous while managing your liability exposure.

Connecting Gift Cards to Your Broader Revenue Strategy

Gift cards serve a double function in a well-designed studio marketing system: they generate immediate cash flow (often weeks before the session is delivered) and they introduce first-time clients who often become repeat bookers and referral sources. A gift card recipient who has a great first experience is a highly motivated referral source — she is already telling people what she did, and your studio is the natural recommendation she makes.

For a complete picture of how gift cards fit within your studio’s growth strategy, explore our marketing resources and business launch guidance at Ultrasound Trainers. Building the right systems early — booking platform, gift card infrastructure, seasonal campaigns — creates a compounding marketing foundation that grows your studio year over year.

Frequently Asked Questions

What platform should I use to sell gift cards online?

Square Gift Cards is the most widely used option for small studios due to its simplicity, zero setup cost, and integration with Square’s payment and booking tools. Vagaro, Acuity, and most major booking platforms also include built-in gift card features. Choose the platform that integrates most cleanly with your existing booking and payment setup to minimize manual reconciliation effort.

Can I offer gift cards before my studio officially opens?

Yes, and many studios do this intentionally to generate pre-opening cash flow and build an early booking list. Be transparent with purchasers about your opening date and ensure your estimated timeline is realistic. Pre-opening gift card sales should be booked conservatively and communicated clearly to avoid managing refund requests if your opening is delayed.

What should my gift card look like physically?

At minimum, a high-quality printed card with your studio name, logo, gift value, and a redemption code. Canva and similar design tools have print-ready gift card templates. For premium presentation, slip the card into a small kraft paper envelope or a gift box insert. The packaging cost is typically $0.50 to $2.00 per card — a small investment relative to the perceived value it adds.

How do I handle gift cards that are lost or the code is not working?

Keep a record of every gift card issued with the card number or code, the amount, the purchaser, and the date issued. Most platforms generate this report automatically. When a client presents a card, verify the code against your records before applying it. For lost cards, you can reissue if you can verify the original purchase with the purchaser’s name and email.

Should I offer a bonus for larger gift card purchases?

Optional incentives (buy a $200 card, receive a $220 credit) can increase average gift card purchase value during peak promotional windows. Use these sparingly and only during the highest-volume seasonal windows — Valentine’s Day and the holiday season. Running bonus offers year-round trains buyers to wait for a promotion rather than purchasing at full value.

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