Gift Card Trends For The Holidays

Oct 10, 2008 by Mark Maier

Changes will take place this year with holiday spending and gift cards will feel part of the pinch according to a MediaPost Research Brief...

Average Projected Spend On Gift Cards ($ by Age and Gender)
	Age Group
	13-17	18-24	25-29	30-34	35-39	40-44	45-49	50-54	55-65	65+
Male	$ 99	176	119	122	92	110	116	84	73	57
Female	$ 77	88	95	95	134	136	117	130	121	84
Source: ArchstoneConsulting, September 2008

"According to Archstone Consulting, results of its 2008 Holiday Gift Card Survey predict that, in reaction to the faltering economy, consumers will spend less on gift cards in Holiday 2008 and will also shift their gift card spending towards household necessities such as groceries, and gas, or small indulgences such as dining at restaurants."
Among some of the interesting results of the survey...

"Consumers are gravitating toward cards that allow them the flexibility to purchase household needs at the gas station, supermarket, or pharmacy," commented Sievers.

Approximately 50% of respondents said they would consider purchasing a gift card from a retailer if it comes with a coupon/discount for the purchaser or the recipient

The restaurant/fast food category will sell more cards than any other category this holiday season

"For many families, eating a meal out is a simple luxury and, therefore, an ideal gift in a holiday season that will otherwise be noted for pragmatic purchases," said Sievers."

To read the complete Research Brief click here

 

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