Survey highlights importance of mobile commerce for gift cards

Blackhawk Network’s survey of 2,342 adults in the U.S. (conducted in September, 2016) found that 81% claim that up to half of the gifts they plan to purchase this holiday season could be gift cards.

Gift cards are not perceived to be as impersonal or lazy as they once were. In fact, according to research by Blackhawk Network earlier this year cards that provide the recipient with the option to choose a gift were cited by more than half (55%) as feeling like a personal gift.

The survey also highlights the growing importance of mobile commerce for gift cards: “50% of respondents across all age groups are at least somewhat interested in using an app to store gift card information on their phone, with 59% preferring to use one app to store gift cards from multiple merchants.”

While many consumers do like to hunt for a bargain, there are factors that are more important than price, found the survey.

“Despite shoppers’ fondness for bargain hunting, more than half of consumers surveyed say picking gifts that are a good fit for their recipients is a top priority, even more important than price and convenience,” said Teri Llach, chief marketing officer at Blackhawk Network, a pioneer of gift cards, payments tools and rewards delivered via a robust and convenient network. “Brand is also an important factor. So, while price still certainly plays a role in gift giving, it is not the main driving force for more than half of the consumers we surveyed.”