Gift card programme hoping to drive local economic recovery in Hereford

A new city gift card scheme will launch in Hereford next month.

The Hereford Gift Card is a local gift card that can be spent across the city in both national and independent shops, restaurants, cafés, salons, and other customer facing venues.

The new gift card for Hereford is a prepaid MasterCard that can be used in the same way as a debit card. It is free for Hereford BID businesses to register to accept the Hereford Gift Card as an additional payment method. Businesses are encouraged to sign up by the middle of August, in time for the programme’s launch. 

The design of Hereford’s new gift card will feature artwork from a local artist, including Hereford landmarks like the cathedral and the River Wye. It will also feature the Hereford City Life brand, the consumer facing brand developed to showcase the best of the city, and the city life, country living positioning. Once launched, the Hereford Gift Card will be available to buy from the Black and White House Museum in High Town, the Tourist Information Centre on St Owen Street and online. 

Mike Truelove is the Chief Executive of Hereford BID and said: “The Hereford Gift Card is a tangible means for us to support all types of businesses in Hereford, locking money into the local economy that would have been spent outside of Hereford, bringing new money into the city, and providing a new income stream for merchants. It was always our plan to introduce a gift card for Hereford, but the pandemic accelerated the need.

“We have an array of independent businesses in Hereford, alongside our nationals, rich heritage and a wealth of shopping areas, like historic Church Street and Old Market. With the Hereford Gift Card, we’re bringing these diverse businesses together under one local gift card. Working together, we are stronger. The gift card is a great unifier for Hereford.

“There are 500 BID businesses in Hereford, and we hope to welcome 100 of those businesses as registered merchants for the gift card by the launch date. All types of businesses are eligible to receive the gift card as an additional payment method, including retail, hospitality, leisure and services. There are no costs for businesses to accept the card and it’s as easy to receive as a debit or credit card payment.”

The Hereford Gift Card is part of the award winning Town and City Gift Card programme from fintech Miconex, and is the first local gift card of its kind in Herefordshire. Over 60 Town and City Gift Card schemes are in operation around the UK and Ireland, including in Gloucester and Wolverhampton.

Managing director of Miconex Colin Munro said the Hereford Gift Card has many benefits for business owners: “76% of people have purchased a gift card in the last 3 years. The Hereford Gift Card will give people an attractive alternative to single retailer cards, and a gift card that supports Hereford. Data shows that the typical amount spent on a gift card is £34.56, and consumers will spend up to 65% more on top when they redeem the gift card. Not only that, but they will be more experimental too, trying out new businesses they may never have visited. Joining the Hereford Gift Card is free for businesses and is a route to new customers and additional revenue. We hope to see many more businesses get on board with this exciting project.”