Despite economy, holiday survey shows gift cards are better to give than to receive
The PRConsultants Group Inc., a nationwide network of retail public relations specialists, today released the results of a national survey exploring some of the habits of holiday shoppers in relation to gift cards. One of the most interesting findings showed that 91 percent of respondents plan to give as many or more gift cards than last year, but traditional wrapped gifts top their own wish lists (62 percent). The survey also revealed that though 73 percent of respondents said they would give the same number of gift cards as last year, 18 percent said they would buy more gift cards… a positive sign as we enter the nation’s biggest selling season.
“The season is looking bright, but when it comes to gift cards, it may be better to give than to receive,” said Brian Knox, spokesperson for The PRConsultants Group and director of strategic services at Zeppos & Associates, a Milwaukee-based public relations firm. “Respondents said they like to give gift cards because they provide flexibility and enjoy widespread acceptance, but they’re hesitant to let go of the time-honored tradition of opening colorfully wrapped packages. True to the global trend toward personalization of consumer goods, gift-giving should truly be a personal decision by the giver, and uniquely customized for the recipient.”
Overall, 61 percent of respondents in the survey indicated they will shop in-store, while 36% said they will shop online. The survey found that the most common types of gift cards were for retail (32%), spa (29%), restaurant (25%), entertainment (8%), and home/garden (6%). Over half (57%) of shoppers said they will spend $25 on average per gift card this year; 34% will spend $50 and 4% $75; only 2% of the respondents indicated they will spend $100 or more.