Gift vouchers and multi-visit passes are one of the simplest ways for a small business to bring in revenue ahead of time. A spa voucher bought in December, a ten-session sauna pass, a hotel stay given as a wedding present, a course of treatments paid for upfront. Each one is income now and, very often, a new customer later.
The last quarter of the year is when most of this happens. Agencies on X are already telling clinics and spas to get their websites "ready for Q4". If your website does not make vouchers and passes easy to find and buy, those sales go elsewhere.
This guide covers what to sell, what the page needs, how payment and delivery work and the terms to set. It is general guidance, not legal advice. Rules on gift vouchers, including how long they must remain valid, vary by country and region, so check what applies to you.
Why vouchers and passes matter
For a small business, vouchers and passes do several jobs:
- Cash flow: revenue arrives before the service is delivered.
- New customers: the person who uses a gift voucher is often someone who has never visited.
- Loyalty: a multi-visit pass encourages people to come back regularly.
- Quieter periods: off-peak passes or vouchers valid on weekdays can fill slower times.
They also make your business easy to give as a present, which is a form of word of mouth.
What to sell
Think about what suits your business and your customers:
- Monetary vouchers, such as a fixed amount to spend on anything
- Experience vouchers, such as a specific treatment, a session for two, a dinner or a night's stay
- Multi-visit passes, such as five or ten sessions at a lower price per visit
- Packages or plans, such as a course of treatments sold together
- Off-peak options, valid only at quieter times, at a lower price
Start with a small number of clear options. Too many choices make buying harder, especially for someone buying a gift for a business they do not know.
The voucher page: what goes on it
Give vouchers and passes their own clearly signposted page or section, linked from the main navigation, especially in the run-up to busy gifting seasons. For each option, show:
- What it is, in one plain line
- What it includes, such as duration, number of sessions or what is excluded
- The price, with the date it applies from
- How long it is valid
- How it is delivered, by email, post or collection
- How to redeem it, such as booking online with a code or calling
Add a short FAQ covering the questions you get most often: can it be used for anything, can it be extended, can it be exchanged, can it be split across visits?
A good photo of the experience helps, and so does a simple image of the voucher itself, so buyers can see what the recipient will receive.
Taking payment and delivering the voucher
Most small businesses do not need to build a shop to sell vouchers. Common approaches include:
- A booking or management system you already use that includes vouchers or passes, often the simplest option because redemption is tracked automatically
- A dedicated gift voucher service, which handles payment, delivery and redemption codes
- A payment link from your payment provider, with vouchers sent by hand, workable for low volumes
Whichever you use, make the purchase work on a phone, deliver the voucher immediately where possible and make sure each voucher has a unique code you can track. Test the full process yourself, from purchase to redemption, before you promote it.
Terms that prevent arguments
Clear terms protect both you and your customers. Decide and publish:
- Validity period, and check the legal minimum in your country or region, since some places set rules on expiry
- Whether vouchers can be exchanged, refunded or transferred
- Whether they can be used in part, with a balance remaining
- Restrictions, such as peak times, blackout dates or specific services
- What happens if prices change before a voucher for a specific service is used
- Lost vouchers, and whether you can reissue them
Keep the terms short and plain, and link to them from every voucher option. Most disputes come from terms that were unclear or hard to find.
Promoting it before peak season
Vouchers sell best when people are looking for gifts. In the weeks before busy periods:
- Put a link to vouchers on your home page and in your navigation
- Mention vouchers in your email newsletter and social posts
- Tell existing customers in person and on receipts
- Give a last date for postal delivery, if you post physical vouchers
- Remind people that email vouchers can be bought at the last minute
Template examples
Several getsites templates include sections suited to vouchers, passes and plans:
- Rounds (free) is built for bathhouses, saunas and cold plunge studios. Its single page includes a passes and gifts section alongside the round itself, sessions with off-peak and peak prices, four rooms, an FAQ and find us, plus a separate booking page.
- Casa Tarde (free) is for small hotels that book direct. It includes three offer pages on the CMS, which you can use for gift stays and packages, alongside five room pages and a booking bar on the first screen.
- Dermis (free) is for skin and aesthetics clinics, including clinics that sell treatment plans rather than single visits. Every treatment shows its sessions, weeks to a result and price from, which suits selling a course of treatments.
In each, link the voucher or pass buttons to whichever voucher, booking or payment tool you use. Publishing on your own domain needs a paid Framer plan. Read can you build an online store in Framer? for how payments usually work alongside a Framer site.
Vouchers and passes do not need a complicated setup. A clear page, a working checkout and plain terms, in place before the busy season, are usually enough.