October 21, 2004Gift Card TrendsGift givers now prefer gift cards to cash, study finds Original Story from Wise MarketerMore than half of American consumers prefer electronic gift or spending cards when giving gifts rather than giving cash or paper gift certificates, according to the fourth annual Consumer Insights Survey commissioned by spending card solutions firm ValueLink. Of those consumers surveyed, 52% said they would prefer to give a gift card, while 38% prefer to give cash and 11% prefer to give gift certificates (11%). According to ValueLink, the survey of 1,006 US adults reveals a steady growth in gift card usage across several measurable categories, and American consumers are purchasing more gift cards at higher values than at any time since the annual survey began tracking the figures in 2001. This article is copyright 2004 TheWiseMarketer.com. Some 64% said they purchased and/or received a gift card in the previous 12 months, compared to only 36% in the original 2001 survey. Consumers had purchased an average of just under seven gift cards in the previous 12 months, with an average value of US$59 per card (up from 4.1 cards at US$44 per card in 2001). Most spend more "Tracking these statistics over a four year period has provided us with a definitive picture of the American consumer's acceptance, purchase and use of electronic gift cards," explained Kevin Harte, senior vice president and general manager for ValueLink.
Source: ValueLink Consumer Insights Survey 2004 As demonstrated by a preference for gift cards rather than cash or paper certificates, electronic gift cards have evolved to become a desired product by purchasers and receivers alike, according to ValueLink. Gift options "The Christmas holiday is a crucial time of the year for gift cards in the retail world, as 56% of respondents cited the occasion for a gift card purchase," said Karen Larsen, ValueLink's vice president of product marketing and evolution. "An even stronger figure, and one that points toward the year-round appeal of gift cards, is that 77% had purchased a gift card to give as a birthday gift." The benefits
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Data for ValueLink's Consumer Insights Survey 2004 was collected in August 2004 by TNS Financial Services Group, using its Express Telephone Omnibus (a weekly random survey of adult US consumers).
Source: ValueLink Posted by Craig at October 21, 2004 04:08 PM |