Buy Now.
Choose Later.
How the Columbus Blue Jackets turned a holiday gift pack into a flexible fan experience — and generated additional revenue when fans came back to redeem.
A holiday offer designed to feel giftable.
The creative experience supported the strategy at every step: a seasonal Holiday Gift Pack positioned for gifting, plus a printable redemption certificate the purchaser could physically give to the recipient.
Promotion + redemption worked together.
The front-end creative created holiday urgency, while Spinzo’s flexible redemption flow let the recipient choose eligible games later — without forcing the gift buyer to pick dates at checkout.
Promotional creative: Columbus Blue Jackets’ 2025 Holiday Gift Pack materials.
Make hockey easier to give.
The Blue Jackets built their 2025–26 Holiday Gift Pack around a simple idea: the purchaser could give hockey without having to guess which games worked for the recipient.
Each plan came with a printable certificate, creating something tangible to wrap and place under the tree. The recipient could then return later and choose from a list of remaining home games.
tickets were sold during the special Black Friday offer — nearly 29% of all initial plan tickets.
One purchase. Three simple steps.
Buy the gift
Fans purchase the holiday plan during a concentrated seasonal sales window.
Give something tangible
A printable certificate makes the ticket package feel like a true holiday gift.
Redeem with flexibility
The recipient selects from eligible remaining games when their schedule is known.
total tickets generated when initial plan sales and redemption add-ons are combined.
in combined initial plan and additional redemption revenue.
Redemption became another sales opportunity.
Flexibility did more than improve the gift experience. When recipients came back to redeem their plans, they purchased an additional 173 tickets, producing another $6,000 in revenue.
That turns redemption from a fulfillment step into a second opportunity to grow the order while the fan is actively choosing games.
A challenge solved with Spinzo flex technology.
One of the challenges we aimed to solve was allowing the recipient of our holiday gift pack to choose their own games, rather than the buyer selecting them at purchase. The flex system Spinzo provides resolved this issue, and we received great feedback from repeat buyers. All necessary information was provided on the confirmation pages, making code redemption straightforward. Moving our Holiday Homage Plan to the Spinzo platform was a game changer.
Sell the experience now. Let fans choose the moment later.
The Blue Jackets Holiday Gift Pack shows how flexible redemption can remove friction from holiday ticket sales: purchase during the holiday window, give something tangible, let the recipient choose later, and create an opportunity for incremental sales at redemption.