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How Creative Stationery Brands Can Grow With Gift‑With‑Purchase Campaigns

  • Writer: Tsamarah Balqis
    Tsamarah Balqis
  • Jul 2
  • 3 min read

In the highly visual and tactile world of creative stationery, the right marketing campaign can do more than boost sales it can spark joy, build loyalty, and turn first-time customers into lifelong fans.

GWP purchase
Benefit of purchase

One powerful strategy that’s perfectly suited for brands like PaperCutCollective is the Gift-With-

Purchase (GWP) campaign.

Whether you're launching a new paper line, rewarding your loyal customers, or simply looking for a meaningful way to increase order value, this blog will guide you through the benefits, setup, and creative ideas for a GWP campaign that fits your brand.


What is a Gift-With-Purchase (GWP)?

A GWP campaign is when you offer customers a free, relevant gift when they make a qualifying purchase. Think of it as a surprise bonus a small gesture that feels big to the buyer.

In the stationery space, this might look like:

  • A free textured paper sample pack with every order

  • A mini wax-seal sticker with every envelope set

  • A limited-edition postcard for orders above $60


At Paper Cut Collective, we’ve used GWP campaigns to introduce new designs, clear limited stock, and create moments of delight and it works.


Why GWP Works for Creative Brands

1. Increases Average Order Value (AOV)

When customers see that spending a bit more unlocks a freebie, they’re more likely to add just one more thing to the cart especially if the gift feels aligned with their taste.


2. Builds Brand Loyalty

Receiving a free gift makes people feel appreciated. It adds emotional value to their order and encourages them to come back or share the experience with others.


3. Drives Word-of-Mouth and Social Shares

Beautiful packaging + surprise gift = Instagram story material. A thoughtfully designed GWP can naturally lead to user-generated content and organic buzz.


4. Helps Introduce New or Underrated Products

Have a new launch you’re unsure how to promote? Include it as a free gift and watch the feedback roll in.


What Makes a GWP Campaign Effective?


1. The Gift Must Be Relevant

The best GWPs are not random they enhance the main product. For PaperCutSG, this could mean:

  • Coordinated envelope seals

  • Sample sheets from an upcoming paper line

  • A mini guide to brush lettering techniques


2. It Should Feel Valuable

Even if the gift is inexpensive to produce, it should feel thoughtful. A well-designed freebie adds to the perceived value of the brand and elevates the unboxing experience.


3. Create a Sense of Exclusivity

Limited-edition or seasonal GWPs (e.g. “only 100 left!”) drive urgency and increase conversion.


How to Launch Your GWP Campaign: Step-by-Step

  1. Define Your Goal Are you aiming to boost sales, promote a new product, or drive social engagement?

  2. Know Your Audience Think about what would genuinely excite your customer. A brush pen might be more appealing to calligraphy lovers than a notepad.

  3. Choose the Right Gift Keep it on-brand: elegant, useful, and aligned with your product line.

  4. Set Clear Criteria For example:

    • “Free mini envelope set with orders over $50”

    • “Get a festive liner paper pack when you purchase any 2025 planner”

  5. Promote It Loud & Clear

    • Add banners to your homepage

    • Highlight it in your cart page

    • Promote it in emails and Instagram stories


Overcoming GWP Challenges

  • Managing Cost: Choose gifts that feel premium but are cost-effective. Branded inserts, postcards, and samples work great.

  • Clarity is Key: Clearly explain the promotion’s rules to avoid confusion.

  • Inventory Planning: Prepare enough gifts in advance, and include messaging like “While supplies last”.


GWP Ideas for Stationery Brands

  • Texture Sample Pack – Show off the variety of papers you offer.

  • Exclusive Sticker Sheet – Branded, seasonal, or themed for the holidays.

  • Wax Seal Sticker – Elegant and useful for wedding or gift stationery.

  • Mini Folded Card – With a handwritten thank-you note.

  • Plantable Paper Bookmark – Eco-friendly and memorable.

These little touches feel personal and encourage customers to come back for more.


Measuring Success

Once your campaign is live, track:

  • Increase in average order value

  • Repeat customer rate

  • User-generated content or social tags

  • Direct feedback (“Loved the bonus gift!”)

Send a post-purchase email asking what customers thought about the gift. It’s a great way to gather ideas for your next campaign.


Final Thoughts: Thoughtful Gifting Builds Better Brands


Gift-With-Purchase marketing isn't just a clever tactic it's a chance to connect. It tells your customers: “We thought of you. Here’s something extra.”

In a competitive market like Singapore’s, that personal touch can go a long way. For creative brands, it’s not about discounts it’s about delight.


Try It With PaperCutCollective


At PaperCutCollective, we’ve seen how small surprises can spark big smiles. From bonus cards to textured swatches, our GWP campaigns have helped us create deeper connections with our customers.


👉 Explore our shop at papercutsg.com 👉 Want help planning your own GWP strategy? Reach out we’re happy to share what’s worked for us!


 
 
 

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