How fishing gift cards could unlock millions for UK industry

A new sales initiative set to start before Christmas could bring in more than £9m in ‘new’ money for the UK fishing tackle trade in its first year with ‘conservative’ totals for the future estimated at more than treble that figure.

The source of this incredible windfall will come from outside the industry from an area that may come as a surprise, but then prompt the question: why didn’t we think of that sooner?

The new cash will be generated from gift cards – those that you see near checkouts at all the major supermarkets across the UK –and is the brainchild of Grant Jones (pictured below), whom some may know through his part-time role with the UK’s Angling Trust as their Sea Angling Engagement Manager. 

He told Angling International: “We have all seen these cards at supermarkets promoting everything from dining out to adventure day experiences, but nothing involving angling, one of the most popular participation sports in the UK.

“A fishing gift card – offering everything from fishing tackle to guiding services or a day out on the water – is the ideal present for the angler. It is the solution to the problem of what to get someone you know who goes fishing. It’s certainly better than a pair of unwanted socks or a mug!”

Jones believes that this first for the fishing tackle industry could have far-reaching beneficial effects for the trade. “It could be indispensable. It will make it stronger, and in some cases could be the difference between survival or going out of business for some.”

It is planned that the gift card will be in all major supermarkets across the UK in time for Christmas and available to spend for the traditionally flat period between January to March.

“The £9m revenue from the first year will be a fraction of what the industry can expect in the next two to three years,” said Jones. “I have worked with the leading players in the gift voucher industry and they have been incredibly conservative with that assessment.”

Jones, who has worked in the financial sector, sees the gift cards as an opportunity to bring more funds into the fishing industry. “The trade is stuck in a rut. Fishing revenue historically comes from within – this is external revenue because it is money that would have been spent by friends and families of anglers on novelty gifts. Instead anglers can request a National Fishing Voucher for Christmas of Father’s Day. It is the only way for angling to grow.

“It has taken 18 months to lay the foundations of this project, testing different business models and redemption rates. There is money to be made. As an angler, raising external revenue for the industry is a passion for me and this could be a lifeline.

“We want angling to have a share of the lucrative gift voucher trade – the industry has been missing out on this revenue for too long.” It will also act as an incentive to get more people into our tackle stores as research has found that the majority of people like to go in store to redeem their vouchers rather than online.

“Guides, tackle shops, charter skippers and niche related industries have all been invited to take part in the scheme with positive results,” said Jones. “It is an ongoing task, but support for the National Fishing Voucher from within the trade has been encouraging. We are continually increasing the options where recipients can spend their money.”

Interested retail businesses, whether physical or online stores, can register to accept the vouchers at fishingvoucher.co.uk, or make enquiries at info@fishingvoucher.co.uk