How To Use "Giveaways" In eCommerce (Without Looking Desperate)

Let’s be honest—who doesn’t love free stuff? It’s the ultimate crowd-pleaser, like showing up to a party with a box of donuts. Giveaways aren’t just a fun way to engage your audience—they’re secret weapons for building brand love and boosting sales.

But here’s the catch: not all giveaways are created equal. Some fall flat, while others turn into a marketing goldmine. So, how do you make sure yours hits the jackpot?

Well, we’ve rounded up a list of seriously effective giveaway strategies, packed with marketing psychology tricks and behavioral economics to nudge your audience in the right direction. (Think: fun, engagement, and loyalty-building all rolled into one).

Ready to learn the ropes?

Let’s dive in!

17 ways to master eCommerce giveaways

1. Limit the time or the number of giveaways

2. Get something in return—by invoking reciprocity

3. Show social proof

4. Mention the retail price of giveaways

5. Turn your giveaway into a gamified experience

6. Create psychological nudges

7. Use negative imperative in your messaging

8. Make your giveaways entirely free (No hidden costs)

9. Have a variety of prizes

10. Offer different ways for participants to engage

11. Interact and engage for long-term relationships

12. Increase the value of your giveaway through the IKEA effect

13. Keep the familiarity with your brand flowing

14. Make your giveaway aspirational

15. Use Giveaways to Boost Your Sales

16. Bring Your A-Game: Be Super Professional

17. Celebrate Festivals and Milestones with Your Audience

1. Limit the time or the number of giveaways

Principle: In psychology, scarcity makes things instantly more desirable—kind of like the last slice of cake at a party. When something’s limited, people want it even more. Add urgency into the mix, and FOMO (Fear of Missing Out) takes over–pushing them to act before it’s too late.

Application: Set clear limits and communicate them loud and clear. Use phrases like, “Only 50 products available!” or “Ends in 24 hours!” prominently on your landing pages, social media posts, and emails. You could even add a countdown timer to visually heighten the urgency.

By making the scarcity feel real and immediate, you’ll create that “I’ve got to act now!” mentality.

Outcome: Limiting the time or number of giveaways adds that much-needed pressure to encourage faster action. No one wants to be the person who missed out, so they’re more likely to jump in quickly. It’s like a flash sale—people rush in because they know it won’t be around forever.

2. Get something in return—by invoking reciprocity

Principle: The reciprocity norm in psychology is basically the golden rule in action: “You scratch my back, I’ll scratch yours.” When you give something away for free, people feel a natural urge to return the favor, whether that’s by making a purchase, signing up, or spreading the word about your brand.

Application: Leverage giveaways to encourage small, valuable actions from your audience. For example, offer a giveaway in exchange for newsletter sign-ups, social media shares, or referrals. This gives you something valuable—whether it’s more visibility, a growing email list, or potential sales—while they feel rewarded for their actions.

Make it clear in your messaging that it’s a simple, mutually beneficial exchange: “Sign up and get a chance to win this freebie!”

Outcome: When you offer freebies, you’re not just being generous—you’re planting a little “I owe you” seed in your customers’ minds. This friendly nudge builds goodwill and primes them for future purchases, giving you a double win—immediate engagement and long-term customer growth.

3. Show social proof

Principle: Social proof is like the crowd mentality in action. People tend to follow the lead of others, especially when making decisions.

If they see others jumping in, giving their approval, or participating, they’re more likely to join the bandwagon. It’s a classic case of “If everyone else is doing it, maybe I should too!”

Application: Make social proof a visible and integral part of your giveaway campaign. Display entry numbers, feature enthusiastic testimonials, and show photos of past winners on your website, landing pages, and social media.

Consider collaborating with influencers or micro-influencers to promote the giveaway and lend an additional layer of credibility. Use language like “Join 1,000+ participants” or “See why winners are raving!” to amplify the feeling that everyone is already on board.

Outcome: By highlighting social proof—whether it’s the number of entries or glowing testimonials from past winners—you create a sense of excitement and trust around your giveaway. It’s like showing a crowd of happy, satisfied participants and saying, “Look, everyone loves this!” This boosts trust in your brand.

4. Mention the retail price of giveaways

Principle: Anchoring is a clever cognitive trick where people grab onto the first piece of information they see, like holding onto a lifebuoy in a sea of choices.

Application: Be bold about showcasing the retail price of your giveaway item. Place it in a prominent position on your landing page, email campaigns, or social media posts—right at the top, where it grabs attention.

Use language like, “This $50 product could be yours for free!” or “Valued at $100, yours for nothing!” This taps into the anchor effect, instantly increasing the perceived value of your giveaway and driving more excitement and sign-ups.

Outcome: When you show the retail price first and then reveal that the item is a free giveaway, you set the stage for excitement. People see the value and think, “Wait, I’m getting this for free?” This perception of scoring something valuable without paying a dime increases interest and participation, making your giveaway feel too good to pass up.

5. Turn your giveaway into a gamified experience

Principle: Gamification taps into game theory and behaviorist principles to boost engagement. By adding unpredictable rewards, you stimulate the brain’s dopamine-driven reward centers, turning participation into something exciting and fun.

Application: Get creative with how you structure your giveaway. Try a spin-the-wheel contest where users can win different prizes, or design a fun quiz that rewards participants based on their responses.

You could also host a raffle where participants earn multiple entries by completing actions like sharing your posts. Highlight these gamified elements across your website, social media, and emails—use language like “Spin for a chance to win!” or “Take our quiz and see if you’re a winner!”

Outcome: Turning your giveaway into a gamified experience transforms it from a standard entry into a mini adventure. When users get involved in spin-the-wheel contests, quizzes, or raffles, they’re not just hoping to win—they’re actually enjoying the process.

This excitement keeps them coming back for more, driving up engagement and creating a sense of loyalty as they look forward to their next chance to play and win.

6. Create psychological nudges

Principle: Nudge theory, developed by behavioral economists, is all about subtle changes in how options are presented to gently guide people toward certain behaviors. It’s like a friendly nudge that makes saying “yes” so easy they barely realize it!

Application: Identify key moments in your marketing strategy where nudges can work their magic. For instance, on your giveaway landing page, you might include bold, eye-catching prompts like “Enter now for a chance to win [your product]!” and make the entry process as straightforward as possible.

Consider implementing pop-up messages while users are browsing to remind them of the giveaway and the excitement it brings. You could even add playful language like, “Join the fun and see if luck is on your side!”

Outcome: Strategic nudges can dramatically increase participation in your giveaways. When you highlight the ease of entry and the value of the prize, participants feel more inclined to join. With the right nudges in place, you’re not just asking for engagement—you’re creating an irresistible invitation to connect with your brand.

7. Use negative imperative in your messaging

Principle: Prospect theory tells us that people are more motivated by the fear of losing something than by the potential for gain. This phenomenon, known as loss aversion, means that highlighting what participants stand to lose can be a powerful motivator.

Application: Use negative imperatives strategically in your promotional materials. Incorporate phrases like “Don’t miss out!” or “Last chance to enter!” in your social media posts, emails, and landing pages. Highlight the exclusivity of the giveaway and the potential regret of not participating.

You could even emphasize limited-time offers, such as “Only 24 hours left to enter and avoid missing out!”

Outcome: By framing your messaging around the potential losses—like missing out on an exclusive giveaway—you tap into that fear and drive urgency. For example, instead of saying, “Enter for a chance to win,” you could say, “Don’t miss your chance to snag this amazing prize!” This compels people to act quickly, knowing they might lose out if they hesitate.

8. Make your giveaways entirely free (No hidden costs)

Principle: There’s something truly magical about the word “free”—it’s the ultimate marketing magnet. According to the zero price effect, people perceive free products as far more valuable than discounted ones.

"Free" doesn’t just mean low cost; it means no strings attached, and that’s almost impossible to resist.

Application: Ensure your giveaways are genuinely 100% free, with no hidden costs or sneaky terms. Be clear in your messaging—with phrases like, “Absolutely free, no catch!”

Also, remove any friction: no shipping fees, and no complicated sign-ups. Keep the process simple and transparent. Place the "free" message front and center, making it the star of your campaign.

Outcome: Offering truly free giveaways (not the "free but pay shipping" trap) ignites excitement and increases engagement. When people know they won’t have to spend even a cent, it builds trust and goodwill around your brand.

9. Have a variety of prizes

Principle: Neuromarketing studies reveal that winning a prize triggers a release of dopamine, the brain’s pleasure chemical, creating excitement and a sense of gratification. When participants anticipate different types of rewards, the thrill of uncertainty makes the experience even more engaging.

Application: Curate a diverse selection of prizes that align with your brand and audience interests. For an eCommerce store, consider including a mix of items such as exclusive products, gift cards, or bundles that showcase your bestsellers. Highlight the different prize tiers by creating a graphic that illustrates what participants could win.

Outcome: When participants know there are multiple potential rewards—ranging from small goodies to big-ticket items—they’re more likely to engage. The unpredictability of what they might win creates a sense of anticipation.

10. Offer different ways for participants to engage

Principle: Self-determination theory highlights that people are more motivated and engaged when they feel a sense of autonomy, competence, and relatedness. When participants have options and can choose their preferred methods of engagement, they’re more likely to participate enthusiastically.

Application: Design your giveaway with multiple entry methods that cater to various preferences. For instance, you could allow entries through actions like following your brand on social media, signing up for your newsletter, sharing a post, or referring friends for additional entries.

Use engaging language like, “Choose how you want to enter! Follow us, share your favorite product, or refer a friend for more chances to win!”

Outcome: Offering different ways for participants to engage increases their likelihood of entering your giveaway. By allowing them to choose their preferred path—you empower them, making the experience feel more personal and enjoyable. This approach helps you grow your audience across different platforms, ultimately driving traffic to your eCommerce store.

11. Interact and engage for long-term relationships

Principle: Cognitive dissonance kicks in when someone’s beliefs and behaviors don’t align. Once a person wins a product, they’re more likely to convince themselves it’s valuable. In turn, they feel the need to justify their connection with the brand, which leads to more positive engagement.

Application: After participants win, don’t just stop at handing over the prize—continue the relationship! Encourage them to provide feedback or post about their win on social media.

Create follow-up emails that ask for reviews or feature winners on your platforms, turning their excitement into shareable moments. You could even create a hashtag for winners to use when they share their experiences.

Outcome: When participants win something, it opens the door for long-term interaction. By encouraging them to engage with the product—whether through feedback or sharing user-generated content—you strengthen their connection with your brand.

This ongoing engagement not only keeps them in your orbit but also turns them into advocates, creating a cycle of loyalty and positive word-of-mouth.

12. Increase the value of your giveaway through the IKEA effect

Principle: The IKEA Effect explains why people assign more value to products they’ve had a hand in creating or acquiring. When participants put in effort or engage in tasks, they feel a deeper connection to the outcome.

Application: Design your giveaway around tasks that encourage interaction. For instance, ask participants to submit photos using your product or to write a short review about it. Promote these requirements clearly in your messaging to motivate participation.

Outcome: By structuring your giveaway to require participants to complete small tasks—like entering a photo contest or writing a review—you enhance the perceived value of the giveaway. This investment of time and effort makes them more likely to cherish the product.

13. Keep the familiarity with your brand flowing

Principle: The mere exposure effect tells us that people often develop a soft spot for things they see over and over again—kind of like that favorite song you can’t help but sing along to, even if it’s stuck in your head for days.

Application: After your giveaway, don’t just vanish like a magician’s assistant—stay in touch! Send follow-up emails that remind them of their entry, express your gratitude, and tease some exclusive post-giveaway offers.

The more you engage with them, the more likely they’ll think of you when it’s time to shop. Familiarity breeds loyalty, and who doesn’t love a brand that feels like an old friend?

Outcome: By using your giveaway as a chance to keep popping up in your customers' lives, you increase their familiarity with your brand. Think of it as a friendly reminder that you're always around, ready to bring a little joy. This repeated exposure can turn casual participants into loyal fans who eagerly await what you have to offer next.

14. Make your giveaway aspirational

Principle: The Pygmalion effect shows that when we set high expectations, amazing things can happen. It’s like believing you can run a marathon, only to find yourself crossing the finish line—and wondering where your superhuman strength came from!

Application: When promoting your giveaway, use language that elevates the prize. Instead of just saying “free product,” try phrases like “exclusive chance to win a luxury item” or “be one of the few to own this limited-edition treasure.” Create stunning visuals that showcase the item in all its glory.

The more you make it feel aspirational, the more participants will want to jump in.

Outcome: By positioning your giveaway item as something exclusive and valuable, you’re not just offering a random freebie—you’re creating a buzz that has people dreaming big. When customers feel like they’re vying for something truly special, their excitement and engagement soar, making your giveaway the talk of the town (or at least the talk of their social media feed).

15. Use giveaways to boost your sales

Principle: The principle of loss aversion suggests that people are more motivated to avoid losing something than to gain something of equal value.

By framing your giveaways around purchases, you can tap into this principle by creating a sense of urgency: if they don’t buy now, they might miss out on a chance to win something amazing. It's like saying, “Buy today, or you’ll regret missing this fantastic deal!”

Application: Promote your giveaway with a clear call to action, such as “Buy today to enter our giveaway for [giveaway prize]!”. You can also create urgency by specifying that entries are limited to a certain time frame or quantity, such as “Only the first 100 purchases will qualify!”

Outcome: When customers know that making a purchase gives them a shot at winning a desirable item, they feel compelled to act quickly. This not only boosts your sales but also enhances customer engagement. They’re more likely to think, “I can’t let this opportunity slip away!”

16. Bring your A-game: Be super professional

Principle: The halo effect is a cognitive bias where a positive impression in one area can influence how people perceive other unrelated aspects.

When customers see something they love, they naturally assume other elements are just as fantastic.

It’s like assuming a restaurant with stunning decor must also serve amazing food—let’s hope that’s the case!

Application: Ensure that every detail of your giveaway reflects your brand’s quality. Use sleek graphics for your promotional materials, respond promptly to inquiries, and make sure the products you’re giving away are nothing short of impressive.

When participants feel like they’ve just snagged a top-tier prize, they’re bound to associate that thrill with everything else you offer.

Outcome: By presenting your giveaway with top-notch professionalism—think polished branding, timely communication, and high-quality products—you create a positive first impression that can spill over into how customers view your entire brand.

Winning becomes a delightful experience that makes participants more likely to trust your whole product line, turning them into loyal fans faster than you can say “free giveaway!”

17. Celebrate festivals and milestones with your audience

Principle: Nudge theory, rooted in behavioral economics, is all about subtly guiding your audience toward a desired action. By aligning your giveaways with festivals and milestones, you’re tapping into moments that already have built-in emotional significance, making participation feel natural and fun.

Application: Use key holidays or company milestones to launch themed giveaways. For example, during the holiday season, create prompts like “Celebrate with us! Enter our festive giveaway for a chance to win [insert item]!” or “Join our anniversary giveaway and grab a piece of our celebration!”

Promote these giveaways across your social media, email campaigns, and website, using festive visuals and timely pop-ups that remind your audience of the limited-time opportunity.

Outcome: Celebrating festivals and milestones with your audience makes your brand feel more personal and approachable. The emotional tie-in boosts participation and brand loyalty, as people associate positive memories with your giveaways.

Plus, the sense of festivity naturally nudges participants to engage, share, and feel like they're part of something bigger—leading to increased participation and stronger customer relationships.

Frequently asked questions:

1. What is the best time to run a giveaway in eCommerce?

Timing is everything! Try aligning your giveaway with big events like product launches, holidays, or seasonal sales. Don’t forget to think about your audience's buying habits—running a giveaway when they’re most likely to shop is a win-win!

2. How do I pick the perfect giveaway prize for my audience?

It’s simple—know your people! To choose the ideal prize from your catalog, think about your bestsellers and customer favorites. Look at what your audience already loves—popular products, highly-rated items, or something new and exclusive. Also, consider what solves a key pain point or meets a current trend in your industry.

Or just make it a surprise to stir excitement in your audience. But make sure to match the prize with the level of excitement that you have built–you don’t want to create a mismatch between expectation and reality.

3. Should I team up with influencers or partners for my giveaway?

Absolutely! Partnering with influencers or other brands can help you reach a bigger audience. It’s like borrowing their fanbase for a bit, and if their followers trust them, that credibility rubs off on your giveaway too.

4. How do I track if my giveaway was successful?

Keep an eye on key stats like how many people entered, your social media engagement, website traffic, and any increase in email sign-ups or sales. Tools like tracking links and analytics can help you figure out which platforms drove the most action, so you can tweak future giveaways.

5. How do I avoid fake entries or scams?

No one wants bots stealing the show! Use tools that verify email addresses and require participants to follow through with specific actions, like following your social media or signing up for your newsletter. Some platforms can even spot suspicious activity automatically to help you stay one step ahead.

6. Can I use a giveaway to re-engage my inactive customers?

Definitely! Giveaways are a great way to get those customers who’ve been quiet for a while to take another look at your brand. Offering them an exclusive deal or prize can rekindle their interest and remind them why they loved you in the first place.

7. How can I promote my giveaway without spending on ads?

You’ve got plenty of free options! Use your social media, email marketing, and blog to spread the word. Partner with other brands, encourage your followers to share the giveaway, and optimize your landing pages for SEO. It’s all about using your existing resources to create buzz!

8. How do I keep people engaged after the giveaway is over?

Don’t let the excitement die! Send a follow-up email thanking everyone for participating, and maybe throw in a little discount or teaser for your next product. Announce the winners on your social channels to keep people involved and looking forward to the next round.

9. How often should I run giveaways?

Aim to run a giveaway every 2-3 months. This frequency keeps your audience excited without overwhelming them. For special occasions like holidays, product launches, or key sales periods, you can schedule an extra one. Just be careful not to run them too often, as frequent giveaways can reduce their impact and make them feel less exclusive. Spacing them out creates anticipation and makes each giveaway feel like a special event.

10. Are there legal rules I need to follow for giveaways?

Yes, there are definitely rules! You’ll need to include clear terms and conditions, be transparent about the process, and, depending on where you’re based, you might need permits. It’s a good idea to consult with legal experts to make sure your giveaway is above board.

Final Word

98% of visitors who visit an eCommerce site—drop off without buying anything.

Reason: User experience issues that cause friction for visitors.

And Convertcart solves for exactly that.

We help eCommerce brands optimize their websites to boost their conversions.

We've helped 500+ eCommerce stores (in the US) improve user experience—and 2X their conversion rate.

How do we do this?

Our conversion experts can audit your site—identify UX issues, and suggest changes to turn more of your visitors into customers.