Research and Statistics

2012 gift card survey chart


A survey of the top 63 gift cards reveals a changing landscape as issuers and retailers cater to consumer demand

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Editor’s note: This story has been updated. See the 2013 gift card survey and accompanying chart.

As America’s gift card market continues to grow — to the tune of $9 billion from 2011 to 2012 — issuers continue to innovate and adapt to consumer demand.

This year, the 2012 survey of 63 gift cards revealed that in order to keep customers shopping, more than half of the cards surveyed allow you reload the card with more money, and more than half also offer an electronic or digital gift card option. (See accompanying story: “Gifting, budgeting, driving gift card boon.”)

And, as in previous years, the open-loop cards (those issued by banks or credit card companies that can be redeemed anywhere) continue to have higher purchasing fees than closed-loop cards (those cards that can only be used to buy products or services from the issuing retailer).

For a gift card’s specific fee and usability structure, please refer to the chart below.

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