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BizReport : Ecommerce archives : October 25, 2016

Study: 50% prefer local gift cards

While gift cards of all sorts are popular during the holidays, a growing number of consumers are looking for local gift cards. That is one takeaway from new data from The Retail Gift Card Association; their data shows that about half of American shoppers want to get localized gift cards this holiday season.

by Kristina Knight

The research also shows a growing interest in retailers who incorporate gift cards into mobile wallets. Researchers with the RGCA found that while about 46% of shoppers prefer handing physical gift cards to store clerks, about 40% 'are open to' having those gift cards incorporated into their mobile wallet for redemption.

"Gift cards are consistently a favorite choice in the U.S.; Americans love to give them and receive them. We have seen incredible innovation in gift cards recently, with the proliferation of egifts, gift card integration into mobile wallets, the emergence of gift card exchanges, and exciting new options like hyper-local gifting," said Timm Walsh, Board Chairman of the RGCA. "Shoppers appear to be embracing these new options, all the while maintaining a demand for traditional plastic gift cards - 76% plan to buy them this year."

Other interesting findings from the report include:

• 14% of shopper prefer to use gift cards incorporated into their mobile wallet
• 1 in 3 shoppers buy gift cards to give as well as to use themselves
• 45% 'self-use' gift cards to rack up extra deals or discounts from loyalty programs
• 40% say they've heard of gift card exchanges
• 25% say they'd like to use a gift card exchange

Tags: 2016 holiday spending, ecommerce, gift card trends, Retail Gift Card Association

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