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The benefits of "gift with purchase"

learn more about Gwen Moran

By Gwen Moran

Opinions expressed by Entrepreneur contributors are their own.

When Paul Bischoff started giving away teddy bears during theholidays as a gift with purchase, he never dreamed it would spark acollection craze with customers. Twelve years later, people returnto his Earth Treasures jewelry store in Eatontown, NewJersey, each year to get a bear, moose, snowman or other plushtoy-sometimes shelling out hundreds more on purchases to get thenext larger size. "[The promotion] brings customers into thestore. It makes them smile, and they even spend more to get abigger free gift," says Bischoff, 54. The plush promos startwith a $100 purchase and grow bigger at the $300, $700, $1,000 and$1,500 spending levels.

Claire Rosenzweig, president of the Promotion MarketingAssociation of America, says gift-with-purchase offerings candrive sales, build your brand and make customers feel good aboutshopping in your store. She offers these tips for greatgifting:

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