€1.8M boost from Monaghan Gift Card
- Peter Hughes -
The new County Monaghan Gift Card has generated €1,776,832 in total sales in the period since its launch on November 21 until January 13, the monthly meeting of the Monaghan Municipal District was informed.
The retail initiative, which has replaced the old Town Voucher Scheme by offering a digital-based alternative, saw €1,731,957 in physical card sales and €44,872 in the digital format.
Town Team
Redemptions for the same period totalled €560,543.44, approximately 31.5% of total sales, “indicating healthy engagement and circulation of the gift cards within the local economy”, according to the Monaghan Town Team which has a pivotal role in the delivery of the initiative.
In a report to the Municipal District, the Town Team said there currently remains a strong preference for physical cards over the digital format, but indications are that this will potentially change as confidence in, and awareness of, the programme grows. Further marketing efforts across the county’s towns and villages are being planned.
The Town Team said its objectives in the year ahead are “to build on the success we have experienced thus far and to increase awareness and engagement, ensuring smooth integration for businesses and the public alike”.
Cllr Seán Conlon (SF) said it would take time for the digital format to evolve in popularity but he welcomed the significant number of redemptions that had been recorded over the crucial festive period for local traders.
‘Phenomenal’
Cllr Alan Johnston (FG) welcomed the success of the gift card and paid tribute to the efforts of the MD staff and Town Team personnel involved in the initiative, and the retailers across the county providing outlets for its sale. He thought the redemption rate was very high, and the months ahead would see more revenue from the programme reach local shops and restaurants.
Sinn Fein’s Niamh McCooey (SF) described the volume of sales thus far as nothing short of “phenomenal”, and around €270,000 in excess of the sales under the old scheme for the same period last year. It was important to remember, Cllr McCooey, added that this money would circulate throughout the local economy.