What is Gift with Purchase (GWP)?
A Gift with Purchase (GWP) is a marketing strategy where customers receive a free product when they buy a specific item or spend a certain amount. It encourages higher sales, builds customer loyalty, and adds value to the main purchase without offering a direct discount.
For example, a skincare brand might include a mini moisturizer when you purchase their full-sized serum, or a fashion label might give away a tote bag with orders above a set value.
GWPs are commonly used in retail, beauty, fashion, and beverage industries to boost sales, enhance brand perception, and delight customers with a little surprise. Unlike discounts, a Gift with Purchase adds perceived value rather than lowering prices—making it a smart way for brands to reward loyalty and attract new buyers.
90% of shoppers are more likely to repurchase after receiving a Gift with Purchase (GWP). Source: Snipp
Difference between Purchase with Purchase & GWP
While both strategies encourage customers to buy more, the key difference lies in how the extra item is offered.
A Gift with Purchase (GWP) gives customers a free product when they meet a spending threshold or buy a specific item. In contrast, a Purchase with Purchase (PWP) allows customers to buy an additional product at a special discounted price once they’ve made an initial purchase.
For example, if a cosmetics brand gives a free pouch with every perfume bottle, that’s a GWP. But if they offer a travel-sized perfume for $5 with any full-sized purchase, that’s a PWP.
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