Offering a free gift is one of the most effective promotional strategies to encourage a first purchase. But… can it also help you retain customers and drive a second purchase? The short answer: yes—if you know how to approach it.
In our previous article, How to Create an Automatic Free Gift on Shopify, we explained how to set up a free gift promotion with Planet step-by-step. Today, we take it one step further: we explore how this strategy can strengthen customer loyalty and how to get the most out of it.
Why can a free gift drive repeat purchases?
A good gift doesn’t just surprise and delight—it can directly impact the decision to buy again. Here’s why:
1. It creates a positive and memorable experience
The element of surprise and the feeling of receiving more than expected boost the perceived value and overall satisfaction. That positive emotion becomes associated with your brand, creating an emotional bond.
2. It triggers reciprocity
According to basic consumer psychology, when someone receives something for free, they’re more likely to “return the favor”—which, in eCommerce, often means making another purchase.
3. It encourages product discovery
A customer might discover a product they wouldn’t have purchased on their own. And if they like it, they now have a clear reason to come back for more.
4. It sparks a collection mindset
Offering a series of rotating gifts can ignite a desire to collect them all, motivating customers to make new purchases in search of the next item.
5. It reinforces the image of a generous brand
Loyalty isn’t just about product or price. A brand that gives an extra treat without expecting anything in return feels more approachable and trustworthy—leading to long-term preference.
How to choose the right free gift for retention
The key is to choose a gift that’s not only appealing but also motivates the customer to return. Here are a few ideas:
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Complementary product: Something that enhances the main product.
Example: With a moisturizer purchase, include a silicone applicator or a mini serum from the same line. -
Sneak peek of an upcoming launch: Ideal for generating anticipation and driving a follow-up purchase.
Example: Include a sample from your next makeup line or a new gourmet snack. -
Exclusive discount on the full-size version: Gift a sample + coupon to buy the full product.
Example: “Enjoy this mini and use code COMEAGAIN10 for 10% off your next order.” -
Collectible item: Give a different one with every purchase to encourage repeat buys.
Example: A new limited-edition keychain each month.
Use cases
Cosmetics: Offer a mini from a new skincare line with any facial care order. Include a 15% coupon for a follow-up purchase.
Fashion: With a seasonal collection order, gift an exclusive limited-edition accessory. Add a card with a discount for the next drop.
Gourmet food: Include a sample of a new premium flavor or recipe with a pairing card. This entices the customer to come back for more.
Strategies to make the free gift a rebuy engine
It’s not just about giving things away. Here’s how to turn the free gift into a true loyalty strategy:
Add a personalized message
Include a handwritten or printed note in the package, thanking the customer and highlighting the gift. "Thanks for trusting us. This gift is just the beginning—come back soon, we’ve got more surprises for you!"
Reinforce with email marketing
After delivery, automate an email to remind them about the gift and include a coupon if applicable. "Did you like the surprise in your order? Want more? Here’s 15% off your next purchase."
Rotate gifts based on season or campaigns
Link gifts to key dates: back to school, sales, Black Friday, Christmas... This builds urgency and motivates return visits.
Create a collectible experience
Announce that every order includes a different gift—or that a premium item awaits after three purchases. Turn it into a fun, engaging journey.
With Planet, automate and maximize your free gift strategy
Planet lets you set up automatic free gifts with no effort required from the customer. But even better:
- You can customize the promotional message to reinforce the gift’s value.
- You can set conditions for the promotion (minimum spend, product in cart, etc.).
- You can track results and optimize your campaigns with ease.
A free gift can be much more than a kind gesture: if well thought out and well executed, it can be the first step toward a lasting customer relationship. The secret lies in creating an experience that leaves a mark—and makes the customer want to return.
Start building loyalty with smart gifts today. Activate your free gift strategy with Planet and turn every purchase into the start of something long-term.