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Consumers place high value on the flexibility gift cards bring, according to a December 2012 survey by payment processing company First Data. When given the choice between a $25 gift card and a present valued at $25, survey respondents were nearly unanimous in their preference for the gift card. Even when the present’s value was doubled (to $50), about half of respondents said they’d still take the $25 gift card.
The Web-based survey included 2,000 adults who had given or received a gift card in the past year.See related:12 creative ways to wrap gift cards
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