Businesses are hailing a ‘shop local’ initiative a success for showcasing Bradford’s offering, locking money in locally, and bringing new people to the city.
A popular gift card initiative to encourage local shopping has reached a milestone of £60,000 gift cards sold, with recipients taking advantage of the choice on offer through the card.
Led by Bradford Business Improvement District, the Bradford City Centre Gift Card launched in November 2021 and can be spent with around 150 businesses in the city – including national brands and independents.
Raja Yasin is the owner of Looney Golf and regularly has the Bradford Gift Card spent at his leisure venue.
“We’re part of the Bradford Gift Card because it’s a way that we can promote Bradford and encourage new people to visit the city too,” said Raja.
“First and foremost, being a part of the gift card is good advertising. It brings new customers in who get to experience what we offer. Most of the time, these are people who didn’t know we existed.
“One customer had the card as a birthday gift and I thought what a great present to give someone because they can use it in such a wide range of places in Bradford. It’s doing something good for Bradford and showing people what’s here in the city. There really is so much to do, both in the day and at night.
“The Bradford Gift Card is like a normal bank card, we swipe the card and the customer is off playing golf before they know it. Looney Golf started as a mini golf venue in 2021, adding archery in 2022 and football in 2023. It’s a really nice experience, especially for families. I think we all want to be out experiencing all our cities have to offer, and the gift card makes it all accessible.
“It’s brilliant that the Bradford Gift Card has reached £60,000 in sales because it shows that it’s working. That money, and extra money on top of it, is being spent in Bradford, being reinvested in Bradford and making our city even better.”
Availability of the gift card has also been key to its adoption in the city, with The Broadway Shopping Centre selling the gift card at the centre, in place of its previous shopping centre gift card.
Ian Ward is the General Manager of The Broadway and said being a part of the Bradford Gift Card and a local sales point enhances experience and convenience for customers:
“The Broadway is Bradford’s biggest shopping centre with over 90 shops plus restaurants and a cinema. By collaborating with Bradford BID on the Bradford Gift Card, we can keep more money locked into Bradford which benefits everyone. The transition from our old gift card to the Bradford Gift Card was seamless, and it gives our customers more scope to fully experience all that Bradford has to offer. They can visit The Broadway for shopping and food, then maybe visit a pub in the city or go to the theatre.
“As well as being able to buy the card online, I think customers appreciate being able to pick up the Bradford Gift Card in person from The Broadway’s convenient location in the heart of the city, especially around gifting occasions like Eid, Mother’s Day and Christmas. As we’re open late nights and weekends too, it’s handy for those last minute gifts.
“We’ve made it as easy as possible for people to buy their Bradford Gift Card, with signage around the centre. People can go to The Hub, our customer services point by the central lift lobby, and purchase their Bradford Gift Card. We’ve even printed special wallets for the cards to sit in to make it an even nicer gift to give. The Bradford Gift Card offers the ultimate choice for the recipient, and we’re pleased to have played our part in helping the Bradford Gift Card to reach £60,000 in sales.”
Primark is one of the national retailers who are part of the Bradford Gift Card. Primark Bradford Store Manager Asif Sardar said:
“The Bradford Gift Card is a brilliant initiative that brings the people of the city together. As a business, Primark is committed to giving customers more reasons to visit their high streets by making our stores exciting places in which people want to come and spend time. Busy towns and cities benefit us all – we want to see thriving high streets and shopping centres where people come together and enjoy spending time. We’re proud to support a scheme like this one that does just that, bringing shoppers to the city centre and keeping them spending locally.”
Bradford BID leveraged its Bradford City Centre Gift Card to introduce the Bradford Night Out Gift Card in October 2022, showcasing the variety of the night time offering in the city.
The BID’s business engagement officer Nikki Chadburn said the impact of the Bradford City Centre Gift Card on Bradford’s economy is significant:
“It’s a proud moment seeing the Bradford Gift Card reach £60,000 in sales and we know the true value to our city is considerably higher thanks to people spending over and above the value on the card. That is money that is likely to have been spent in other places or online.
“The most common time frame for people to spend their gift cards is 1 -3 months, and over 96% of people spend up to an extra £50 on redemption. The Bradford Gift Card is driving people to our city centre, quickly, making a huge difference for our businesses, across a range of types, sizes and sectors.”
Colin Munro is the managing director of Miconex and said Bradford continues to innovate with its gift card:
“Bradford BID has enabled shop local by introducing its gift card, and continues to innovate by partnering with The Broadway to make the gift card really easy to buy locally, as well as online. Ease and accessibility is key for customers, and it’s fantastic to see the Bradford Gift Card benefiting local businesses in Bradford and offering unrivalled local choice for customers.”
