“Consumers are finding more things to like about gift cards, including the increasing availability of gift card malls, special packaging and expanded uses, such as budgeting tools and discount opportunities," said Bob Skiba, executive vice president of Comdata, in a statement.
Most gift cards are still purchased in specific retailer locations. The Comdata study, like others, confirms that the second most popular purchase location for gift cards is online.
More than one-fifth of gift card buyers in 2006 made their purchase at gift card malls. More than one-quarter are expected to do so this year.
One-half of gift card purchasers said they were more likely to buy a gift card that comes in a box, with ribbon and tissue, or in a tin. Nearly one-half said they would be likely to buy a gift card that is a CD or DVD with multimedia content.
Gift cards are also good incentives, according to First Data's "Consumer Incentives Study." The study, which used TNS' online panel, revealed that more than three-quarters of consumers were interested in purchasing or testing a product based on receiving an incentive gift card.
Nearly three-quarters of respondents said they would be more likely to make a purchase at a store offering a gift card as an incentive promotion.
Overall holiday season gift card sales have risen since 2003, according to a National Retail Federation study conducted by BIGresearch.
