TITLE

Getting carded

AUTHOR(S)
Zid, Linda Abu-Shalback
PUB. DATE
January 2005
SOURCE
Marketing Management;Jan/Feb2005, Vol. 14 Issue 1, p4
SOURCE TYPE
Periodical
DOC. TYPE
Article
ABSTRACT
This article presents findings of the 2005 Consumer Insights Survey commissioned by ValueLink, a gift and spending card services company. 52 percent of respondents said they prefer to give gift cards, compared with 38 percent who prefer giving cash and 11 percent who indicated gift certificates as their preferred gift. And the good news for retailers is that 55 percent of those who received a gift card spent more than the initial value of the card. The study also found that people in the U.S. are purchasing more gift cards at higher values since ValueLink started tracking the figures in 2001. About 64 percent of the adult population purchased or received a gift card compared with 36 percent in 2001. 27 percent of those spent the initial value within one week, while another 31 percent used up the card within a month. The majority of gift card purchasers prefer to buy the cards in person, with 83 percent indicating method. Nine percent of respondents indicated buying the cards online versus 26 percent who buy the cards.
ACCESSION #
16299630

 

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