Study: Who gets gift cards (and which kinds we prefer to get)By Tyler Metzger
A new holiday season approaches, and gift cards remain an attractive present for many consumers. According to a survey conducted by Comdata in September 2007, half of all presents bought by consumers were gift cards. Other interesting trends include:
- 95 percent of those interviewed said they have either bought or received a gift card.
- Consumers purchased an average of 4.83 gift cards for others in the past 12 months, which is about the same as in 2006.
- The average value of gift cards purchased in 2007 was $53, up from $46 in 2006.
- People bought gift cards for gifts mainly because they didn't want to worry about getting the correct size or color.
- 60 percent of gift cards were bought as presents for females.
- Receipt of cash cards such as Visa and MasterCard quadrupled in 2007 from 4 percent to 21 percent.
Gender drives gift card preference more than ethnicity.
From which of the following merchants (by percent) do you prefer to receive gift cards?
| |
Ethnicity |
|
Gender |
|
|
| |
African
American |
Caucasian |
Hispanic |
|
Female |
Male |
|
Total |
| Restaurant |
57 |
45 |
37 |
52 |
38 |
45 |
| Department store |
48 |
41 |
48 |
47 |
38 |
42 |
| Cash card |
56 |
38 |
32 |
42 |
37 |
39 |
| Clothing store |
39 |
30 |
46 |
43 |
24 |
33 |
| Discount store |
27 |
31 |
36 |
33 |
29 |
31 |
| Book store |
25 |
29 |
43 |
34 |
26 |
30 |
| Grocery store |
38 |
28 |
25 |
35 |
22 |
28 |
| Gas station |
40 |
25 |
25 |
25 |
28 |
26 |
| Electronics store |
34 |
23 |
28 |
15 |
34 |
24 |
| Coffee shop |
14 |
15 |
30 |
18 |
14 |
16 |
Hispanics are more likely to give gift cards to co-workers or employees, and women give gift cards to relatives more than men.
For whom do you usually purchase gift cards (by percent)?
| |
Ethnicity |
|
Gender |
|
|
| |
African
American |
Caucasian |
Hispanic |
|
Female |
Male |
|
Total |
| Child |
40 |
45 |
49 |
51 |
38 |
45 |
| Friend |
54 |
39 |
54 |
47 |
36 |
42 |
| Parent |
44 |
34 |
38 |
39 |
31 |
35 |
| Sibling |
45 |
31 |
35 |
37 |
29 |
33 |
| Spouse |
22 |
17 |
34 |
18 |
21 |
19 |
| Co-worker |
16 |
14 |
34 |
18 |
14 |
16 |
| Grandchild |
8 |
13 |
10 |
14 |
10 |
12 |
Love interest
|
15 |
10 |
16 |
9 |
13 |
11 |
| Grandparent |
5 |
8 |
10 |
8 |
7 |
8 |
| Employee |
5 |
6 |
21 |
6 |
9 |
7 |
Source: "Adult Gift Card Study," 2007. Comdata. Sampling error varies depending on answer. See study for details.
See related: As holidays tighten, gift cards remain popular, Top 10 creative ways to wrap gift cards, 8 ways to get gift cards for less, How to claim expired gift card funds, 2008 gift card comparison table
Published: October 29, 2008
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