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After the pandemic, Princeton, New Jersey faced a familiar challenge: despite a vibrant local business scene and strong civic pride, foot traffic downtown wasn’t what it used to be. Online shopping, national chains, and shifting consumer habits were pulling spending away from Main Street. Local businesses were seeing fewer regulars and more vacancies. Meanwhile, Princeton had access to limited marketing and incentive funds, but struggled to find a cost-effective, scalable way to get those dollars working for the community.
In 2023, Experience Princeton decided to take action. They needed a solution that could amplify their investment with measurable results and make it easy for institutions, residents, and visitors to support local businesses.
They found their answer in the Experience Princeton Community Card, a closed-loop digital gift card powered by Yiftee. Residents, tourists, schools, and institutions can purchase and redeem cards at participating shops, restaurants, salons, and more.
“The Experience Princeton Digital Gift Card is the first of its kind in Princeton,” Princeton Council member and Experience Princeton Board Member, Michelle Pirone Lambros said. “It builds loyalty to our town’s businesses where the gift recipient can choose from dozens of options to use their card and the gift giver can help keep our businesses thriving by keeping their spending local.”
Eighteen months later, the numbers speak for themselves: the original $43,000 investment has generated over $121,000 in revenue for participating Princeton businesses.
Triple the return, entirely in local Princeton.
The real unlock was Experience Princeton’s Buy-One-Get-One (BOGO) campaigns. For every $50 spent on a card, buyers received a $25 bonus, funded by the non-profit Special Improvement District. For every $1 the district contributed, $3 landed in the registers of local Princeton businesses.
“What we found was the power of…putting a bonus out–that it was actually a better utilization of our marketing dollars than buying an equivalent amount of print or digital advertising,” said Isaac D. Kremer, the Executive Director of Experience Princeton. “It’s a loyal customer building program. Because when you get people in the door the first time and they have a great experience, they’re more likely to come back.”
The funding multiplier doesn't just stop with consumers. Local retailers are more likely to spend locally, so when you support them it creates a feedback loop and keeps funds in the local economy. According to the American Independent Business Alliance, local independent retailers recirculate 52% of their revenue back into the community, compared to just 14% for national chains. Similarly, local restaurants recirculate 79% of their revenue, compared to only 30% for national chains. Every $100 spent at a locally owned business generates an additional $58 to the local economy, compared to just $33 for chain stores.
As participation grew, Princeton’s small businesses began seeing more than just financial benefits.
“The beauty of this card is that it allows customers to support the local business community, but most importantly gives them a real opportunity to see what hospitality is all about,” said John Procaccini, a Princeton Local Business Owner. “When you frequent local small businesses where the owners' livelihood depends on providing excellent, personalized and sincere customer service that you don’t get with the big chains, you ultimately create a repeat and loyal clientele.”
In a time when customer loyalty is harder than ever to earn, the Community Card helps create a direct, emotional link between consumer and community.
Beyond shoppers and tourists, Princeton’s schools, hospitals, and government departments have begun using the Community Card for their own needs. Instead of handing out generic rewards or gift cards, these institutions are now giving staff and students something that supports their own neighbors. Whether it’s a thank-you for teachers, a holiday bonus for municipal workers, or a wellness perk for healthcare staff, the Experience Princeton Card is now the go-to choice for local gifting.
“It is the perfect gift… any time of year, with a variety of options to choose from...restaurants, retail, and services all combined under one gift” added Pirone Lambros.
One of the reasons the Experience Princeton Community Card gained traction so quickly is its ease of use for both shoppers and merchants. For customers, the card is entirely digital, delivered by email or text and usable instantly via Apple Wallet, Google Pay, or a standard card swipe. It’s an ideal option for gifts, rewards, or personal use, with no need for plastic or account setup.
For local businesses, joining the program is just as seamless. There’s no special hardware or software required, no setup fees, and no staff training needed. A single 10-cent swipe activates the card, and it functions just like a pre-paid debit card with one key difference: it only works at participating local businesses. That closed-loop design ensures that every dollar stays in Princeton, circulating through the small businesses that make the town unique.
“Some of the retailers spoke up and they said ‘this is our most impactful initiative’,” said Kremer. “We’ve come into contact with people we otherwise wouldn’t have or we wouldn’t have known they were looking at our stuff. So it’s been a great way for us to expand our impact regionally.”
This same model is now being used in over 700 cities across the country to power tourism incentives, shop local campaigns, disaster recovery and construction mitigation, welfare disbursement, and employee or volunteer appreciation. Yiftee provides a turnkey solution that’s built for impact and designed to grow with your community’s needs.
If you’re like many Main Street organizations or local governments, you may be sitting on funds that are underutilized—or spending that’s leaving your local economy. You’re not alone.
Princeton was in the same spot.
“Our small business community is the heart and soul of Princeton,” said Aubrey Haines, President of Experience Princeton. “Initiatives like the Experience Princeton Digital Gift Card demonstrates how our small business community unites for our collective well-being and strengthens our local economy.”
Now, they have a thriving, measurable program that has multiplied dollars, re-energized their downtown, and cultivated local loyalty.
“The successful [Main Street] programs increasingly have very robust gift card programs with Yiftee, but those who don’t, they’re missing out,” said Kremer.
If your community is ready to do the same, we’re here to help. Schedule a demo with Yiftee to see if a community card is right for your town.
Because when sidewalks are full again, everyone wins.