Every birthday I get reminded about how many companies have collected my information.
Besides sending me distracting and soulless messages, they give discounts for their products. Some happen to call them gifts. Discounts are not gifts!
A gift is actually something, physical or not. A discount is a possibility to get that something easier.
Imagine if a friend gave you a coupon as a present. Not a gift card, but a coupon. How would you feel?
Seriously, a conditionless free cup of tea is better than a discount “as a gift”, especially knowing that most customers aren’t abusers and will probably buy something else.