Giving gift cards is still a good way for consumers to be sure that the recipient will actually use their gift instead of re-gifting, returning, or discarding them, according to a survey by Harris Interactive, commissioned by US-based gift card provider Blackhawk Network.
The 'Gift Card Mall Holiday 2007' survey found that 91% of adults who receive gift cards spend the gift cards on themselves rather than giving them to others.
Popular brand association
According to Don Kingsborough, president and CEO for Blackhawk Network, the key to turning gift cards into suitable gifts is to make sure that the card is associated with a well-known and popular retail brand. Consequently, the company's own Gift Card Mall kiosk system brings together a variety of known-brand gift cards in one place at grocery stores, mass merchandisers, convenience stores, and specialty retailers throughout the US.
The research also found that 93% of adults surveyed said they had purchased gift cards. Common consumer motives for purchasing gift cards include giving the recipient something of their own choice, and avoiding crowded stores and shopping malls. Gift cards can also be creatively combined, Blackhawk suggested - for example by giving gift cards movie tickets and a dinner, or cards for a spa day and book store.