Holiday

Gift Card
Spending
Report™

November 26

2012

This report is the first annual report on
holiday gift card spending. This report
delivers data and insights related to consumer
spending on gift cards during the 2012 holiday
season. Data is collected from over 1,000
completed surveys and actual gift card usage.

www.GiftCard.com

Copyright© 2012 CardLab, Inc.

David S. Jones
CEO GiftCard.com

0

Table of Contents
Introduction .................................................................................................................................................. 6
Highlights ...................................................................................................................................................... 7
Survey Results ............................................................................................................................................... 9
Will you purchase at least one gift card this holiday season? .................................................................. 9
Insights .................................................................................................................................................. 9
Will you spend more or less money on gift cards this holiday season? ................................................. 10
Do you personally prefer receiving gift cards over other gifts? ............................................................. 11
All Respondents .................................................................................................................................. 11
Insights ................................................................................................................................................ 11
Female................................................................................................................................................. 11
Male .................................................................................................................................................... 11
US West Region ................................................................................................................................... 11
US Midwest Region ............................................................................................................................. 11
US Northeast Region ........................................................................................................................... 12
US South Region.................................................................................................................................. 12
Income $0-24k .................................................................................................................................... 12
Income $25-49k .................................................................................................................................. 12
Income $50-74k .................................................................................................................................. 12
Income $75-99k .................................................................................................................................. 12
Income $100k+.................................................................................................................................... 13
Inferred Age 18-24 .............................................................................................................................. 13
Inferred Age 25-34 .............................................................................................................................. 13
Inferred Age 35-44 .............................................................................................................................. 13
Inferred Age 45-54 .............................................................................................................................. 13
Inferred Age 55-64 .............................................................................................................................. 13
Inferred Age 65+ ................................................................................................................................. 13
How many gift cards do you typically buy per year? .............................................................................. 15
All Respondents .................................................................................................................................. 15
Insights ................................................................................................................................................ 15
Female................................................................................................................................................. 15

Male .................................................................................................................................................... 15
US West Region ................................................................................................................................... 15
US Midwest Region ............................................................................................................................. 15
US Northeast Region ........................................................................................................................... 16
US South Region.................................................................................................................................. 16
Income $0-24k .................................................................................................................................... 16
Income $25-49k .................................................................................................................................. 16
Income $50-74k .................................................................................................................................. 16
Income $75-99k .................................................................................................................................. 16
Income $100k+.................................................................................................................................... 17
Inferred Age 18-24 .............................................................................................................................. 17
Inferred Age 25-34 .............................................................................................................................. 17
Inferred Age 35-44 .............................................................................................................................. 17
Inferred Age 45-54 .............................................................................................................................. 17
Inferred Age 55-64 .............................................................................................................................. 17
Inferred Age 65+ ................................................................................................................................. 18
Where do you buy gift cards? ................................................................................................................. 19
All Respondents .................................................................................................................................. 19
Insights ................................................................................................................................................ 19
Female................................................................................................................................................. 19
Male .................................................................................................................................................... 19
US West Region ................................................................................................................................... 19
US Midwest Region ............................................................................................................................. 20
US Northeast Region ........................................................................................................................... 20
US South Region.................................................................................................................................. 20
Income $0-24k .................................................................................................................................... 20
Income $25-49k .................................................................................................................................. 20
Income $50-74k .................................................................................................................................. 20
Income $75-99k .................................................................................................................................. 21
Income $100k+.................................................................................................................................... 21
Inferred Age 18-24 .............................................................................................................................. 21
Inferred Age 25-34 .............................................................................................................................. 21

Inferred Age 35-44 .............................................................................................................................. 21
Inferred Age 45-54 .............................................................................................................................. 21
Inferred Age 55-64 .............................................................................................................................. 21
Inferred Age 65+ ................................................................................................................................. 22
Are your gift card purchases typically last minute? ................................................................................ 23
All Respondents .................................................................................................................................. 23
Insights ................................................................................................................................................ 23
Female................................................................................................................................................. 23
Male .................................................................................................................................................... 23
US West Region ................................................................................................................................... 23
US Midwest Region ............................................................................................................................. 24
US Northeast Region ........................................................................................................................... 24
US South Region.................................................................................................................................. 24
Income $0-24k .................................................................................................................................... 24
Income $25-34k .................................................................................................................................. 24
Income $50-74K .................................................................................................................................. 25
Income $75-99k .................................................................................................................................. 25
Income $100k+.................................................................................................................................... 25
Inferred Age 18-24 .............................................................................................................................. 25
Inferred Age 25-34 .............................................................................................................................. 25
Inferred Age 35-44 .............................................................................................................................. 25
Inferred Age 45-54 .............................................................................................................................. 26
Inferred Age 55-64 .............................................................................................................................. 26
Inferred Age 65+ ................................................................................................................................. 26
How much do you typically spend on a single gift card? ........................................................................ 27
Insights ................................................................................................................................................ 27
Which feature is most important for a gift card? ................................................................................... 28
All Respondents .................................................................................................................................. 28
Insights ................................................................................................................................................ 28
Female................................................................................................................................................. 28
Male .................................................................................................................................................... 28
US West Region ................................................................................................................................... 28

US Midwest Region ............................................................................................................................. 28
US Northeast Region ........................................................................................................................... 29
US South Region.................................................................................................................................. 29
Income $0-24k .................................................................................................................................... 29
Income $25-49k .................................................................................................................................. 29
Income $50-74k .................................................................................................................................. 29
Income $75k-99k................................................................................................................................. 29
Income $100k+.................................................................................................................................... 30
Inferred Age 18-24 .............................................................................................................................. 30
Inferred Age 25-34 .............................................................................................................................. 30
Inferred Age 35-44 .............................................................................................................................. 30
Inferred Age 45-54 .............................................................................................................................. 30
Inferred Age 55-64 .............................................................................................................................. 30
Inferred Age 65+ ................................................................................................................................. 31
What occasions do you use gift cards for? ............................................................................................. 32
All Respondents .................................................................................................................................. 32
Insights ................................................................................................................................................ 32
Female................................................................................................................................................. 33
Male .................................................................................................................................................... 33
US West Region ................................................................................................................................... 33
US Midwest Region ............................................................................................................................. 33
US Northeast Region ........................................................................................................................... 33
US South Region.................................................................................................................................. 33
Income $0-24k .................................................................................................................................... 34
Income $25-49k .................................................................................................................................. 34
Income $50-74k .................................................................................................................................. 34
Income $75-99k .................................................................................................................................. 34
Income $100k+.................................................................................................................................... 34
Inferred Age 18-24 .............................................................................................................................. 34
Inferred Age 25-34 .............................................................................................................................. 35
Inferred Age 35-44 .............................................................................................................................. 35
Inferred Age 45-54 .............................................................................................................................. 35

Inferred Age 55-64 .............................................................................................................................. 35
Inferred Age 65+ ................................................................................................................................. 35
Spending Data ............................................................................................................................................. 36
Consumer Gift Card Usage by Spend ...................................................................................................... 36
Corporate Incentive Card Usage by Spend ............................................................................................. 36
Consumer Gift Card Usage by Transactions............................................................................................ 37
Corporate Incentive Card Usage by Transactions ................................................................................... 38

Introduction
The 2012 GiftCard.com Holiday Gift Card Spending Report is the first annual report on holiday gift card
spending sponsored by GiftCard.com. The report delivers data and insights related to consumer
spending on gift cards during the 2012 holiday season. The results encompass data collected from
surveys completed by consumers as well as gift card spending data collected from actual consumers on
the GiftCard.com site. The combination of completed surveys and data from real consumer behaviors
has led to robust facts and figures on holiday gift card spending trends throughout the 2012 holiday
season and beyond.
The following questions were included in the consumer survey:
1.
2.
3.
4.
5.
6.
7.
8.
9.

Will you purchase at least one gift card this holiday season?
Will you spend more or less money on gift cards this holiday season?
Do you personally prefer receiving gift cards over other gifts?
How many gift cards do you typically buy per year?
Where do you buy gift cards?
Are your gift card purchases typically last minute?
How much do you typically spend on a single gift card?
What feature is most important for a gift card?
What occasions do you use gift cards for?

The survey data reveals insights to the above-mentioned questions, as well as comparisons based upon
gender, region of the U.S., income and age.
In addition to the consumer survey, GiftCard.com tracked spending data on its site based upon gift card
recipients receiving an Open-Loop gift card, such as Visa® Gift Card, that can be used anywhere the
recipient pleases. The spending data reveals trends in where both consumers and businesses are
spending their Open-Loop gift cards.
The 2012 GiftCard.com Holiday Gift Card Spending Report is designed to draw attention to consumer
trends in gift card spending and purchasing during the 2012 holiday season. GiftCard.com, the one stop
shop for everything gift card, will continue to produce future reports based on factual data and
consumer preferences and trends.

Highlights
Through a consumer-facing survey and consumer behavior tracking on the GiftCard.com website, the
GiftCard.com Holiday Gift Card Spending Report uncovered significant trends in holiday gift card
preferences and planned spending. The survey included the below questions and revealed substantial
findings based on consumers’ responses.
Will you purchase at least one gift card this holiday season?

49.6% (nearly 50%) of consumers plan to purchase at least one gift card this holiday season.
Age greatly affected the response:
o 36% of 18-24 year-olds plan to purchase at least one gift card
o 42.1% of 25-34 year-olds plan to purchase at least one gift card
o 46.8% of 35- 44 year-olds plan to purchase at least one gift card
o 55.5% of 45-54 year-olds plan to purchase at least one gift card
o 63.4% of 55-64 year-olds plan to purchase at least one gift card
o 58.7% of those ages 65+ plan to purchase at least one gift card

Will you spend more or less money on gift cards this holiday season?

59.6% plan to spend the same or more on gift cards this holiday season.
Gender, Region of the U.S., income and age does not seem to have a profound impact on
whether or not a consumer will spend more or less money on gift cards.

Do you personally prefer receiving gift cards over other gifts?


20.9% of survey respondents say they prefer receiving gift cards over other gifts.
38.5% of survey respondents rank gift cards as their favorite or usually favorite gift to receive.
Over 45% of women in the 45-54 age group, earning $25-49k in the Midwest region of the U.S.
say gift cards are their favorite gift to receive.

How many gift cards do you typically buy per year?

Of survey respondents who buy at least one gift card per year, 23.8% purchase six or more.
2.6% of survey respondents typically purchase over 50 gift cards per year.

Where do you buy gift cards?

13.1% of survey respondents purchase gift cards online.
Females and those over 35 years of age tend to purchase gift cards from a display in a grocery
store or pharmacy more frequently than men and those ages 34 and under.

Are your gift card purchases typically last minute?



72.4% of survey respondents sometimes, almost always or always plan their gift card purchases.
28.2% of survey respondents always plan their gift card purchases.
For those with an annual income of over 100k/year, 40% of survey respondents say their gift
card purchases are never last minute and always planned.

How much do you typically spend on a single gift card?


The average amount spent on a single gift card, regardless of gender, income, location in the
U.S. and age, is $26.40.
There are no major differences in how much money is spent on a single gift card based on
gender, region of the U.S. or even income.
Those in the 55-64 year age bracket tend to spend more on gift cards, with the average survey
respondent spending $32.60 per gift card.

What feature is most important for a gift card?

While price is obviously the most significant factor for most, selection and personalization are
important. 24.3% of survey respondents rank selection as the most important feature for a gift
card and 14.2% rank personalization.
10.8% of survey respondents say card design is the most important feature for a gift card.

What occasions do you use gift cards for?

41.7% of survey respondents use gift cards for Christmas.
The survey statistics revealed that consumers are most likely to give gift cards as a gift for
birthdays and Christmas.

Spending data collected from GiftCard.com uncovered the below results based on Open-Loop gift cards,
such as GiftCard.com’s Visa® Gift Card, that can be used anywhere the recipient pleases.
Consumers tend to spend their gift cards with the following types of merchants:





20.1% tend to spend their gift cards at grocery stores or supermarkets
10.4% tend to spend their gift cards at restaurants or eating places
7.5% tend to spend their gift cards at department stores
6.6% tend to spend their gift cards at discount stores
6.5% tend to spend their gift cards at automotive parts and accessories stores
5.8% tend to spend their gift cards at fast food restaurants

Consumers tend to spend their incentive gift cards with the following types of merchants:



23.6% tend to spend their gift cards at grocery stores or supermarkets
14.0% tend to spend their gift cards at restaurants or eating places
8% tend to spend their gift cards at automotive parts and accessory stories
6.4% tend to spend their gift cards at fast food restaurants


5.6% tend to spend their gift cards at department stores
5.4% tend to spend their gift cards at discount stores.

Survey Results
Will you purchase at least one gift card this holiday season?
Insights
Age affected how many people picked Yes.
18-24

36.0%

25-34

42.1%

35-44

46.8%

45-54

55.5%

55-64

63.4%

65+

Group
All Respondents
Female
Male
US West Region
US Midwest Region
US Northeast Region
US South Region
Income $0-24k
Income $25-49k
Income $50-74k
Income $75-99k
Income $100k+
Inferred Age 18-24
Inferred Age 25-34
Inferred Age 35-44
Inferred Age 45-54
Inferred Age 55-64

58.7%

% Yes
49.6%
53.6%
45.5%
48.3%
55.8%
52.1%
45.4%
63.8%
47.0%
48.2%
51.8%
57.2%
36.0%
42.1%
46.8%
55.5%
63.4%

Inferred Age 65+

58.7%

Will you spend more or less money on gift cards this holiday season?

Group
All Respondents
Female
Male
US West Region
US Midwest Region
US Northeast Region
US South Region
Income $0-24k
Income $25-49k
Income $50-74k
Income $75-99k
Income $100k+
Inferred Age 18-24
Inferred Age 25-34
Inferred Age 35-44
Inferred Age 45-54
Inferred Age 55-64
Inferred Age 65+

More
11.4%
12.0%
10.7%
10.2%
12.1%
10.9%
12.0%
14.3%
11.2%
8.1%
13.4%
7.7%
9.5%
12.5%
13.6%
10.6%
10.8%
10.6%

Less
40.1%
40.2%
39.9%
37.3%
37.7%
40.5%
43.2%
46.6%
40.6%
39.7%
34.0%
30.8%
45.2%
39.4%
37.5%
40.5%
45.2%
34.8%

Same
48.6%
47.8%
49.4%
52.5%
50.2%
48.7%
44.8%
39.2%
48.2%
52.2%
52.6%
61.5%
45.3%
48.1%
48.9%
48.8%
44.0%
54.6%

Do you personally prefer receiving gift cards over other gifts?
On a scale of 1 to 5, 1 being the least favorite gift to receive and 5 being the favorite gift to receive.
All Respondents
1 - Least favorite gift to receive
2
3
4
5 – Favorite gift to receive

20.3%
9.2%
31.9%
17.6%
20.9%

Insights
For 45% of women aged 45-54 earning $25-49k in the Midwest region of the US, gift cards are the
favorite gift to receive.

Women answered higher on the scale than men.
3.3
2.8

Female
1 - Least favorite gift to receive
2
3
4
5 – Favorite gift to receive

15.9%
8.0%
31.9%
19.5%
24.7%

Male
1 - Least favorite gift to receive
2
3
4
5 – Favorite gift to receive

28.1%
9.9%
33.0%
14.1%
14.8%

US West Region
1 - Least favorite gift to receive
2
3
4
5 – Favorite gift to receive

25.3%
8.9%
32.2%
13.5%
20.1%

US Midwest Region
1 - Least favorite gift to receive

18.5%

2
3
4
5 – Favorite gift to receive

11.7%
35.0%
18.1%
16.7%

US Northeast Region
1 - Least favorite gift to receive
2
3
4
5 – Favorite gift to receive

17.8%
7.7%
31.9%
19.1%
23.4%

US South Region
1 - Least favorite gift to receive
2
3
4
5 – Favorite gift to receive

22.8%
8.4%
29.8%
17.1%
21.9%

Income $0-24k
1 - Least favorite gift to receive
2
3
4
5 – Favorite gift to receive

22.8%
8.9%
27.8%
15.3%
25.1%

Income $25-49k
1 - Least favorite gift to receive
2
3
4
5 – Favorite gift to receive

22.0%
10.2%
29.5%
18.2%
20.3%

Income $50-74k
1 - Least favorite gift to receive
2
3
4
5 – Favorite gift to receive

16.3%
8.5%
41.0%
13.5%
20.7%

Income $75-99k
1 - Least favorite gift to receive
2
3
4
5 – Favorite gift to receive

12.7%
4.9%
39.2%
23.7%
19.6%

Income $100k+
1 - Least favorite gift to receive
2
3
4
5 – Favorite gift to receive

33.3%
8.3%
16.7%
33.3%
8.3%

Inferred Age 18-24
1 - Least favorite gift to receive
2
3
4
5 – Favorite gift to receive

24.7%
8.3%
29.3%
15.7%
21.9%

Inferred Age 25-34
1 - Least favorite gift to receive
2
3
4
5 – Favorite gift to receive

23.9%
10.0%
31.4%
12.8%
22.0%

Inferred Age 35-44
1 - Least favorite gift to receive
2
3
4
5 – Favorite gift to receive

22.6%
10.3%
30.7%
16.8%
19.7%

Inferred Age 45-54
1 - Least favorite gift to receive
2
3
4
5 – Favorite gift to receive

13.8%
8.6%
34.6%
22.3%
20.7%

Inferred Age 55-64
1 - Least favorite gift to receive
2
3
4
5 – Favorite gift to receive

12.7%
8.8%
36.7%
16.6%
25.3%

Inferred Age 65+
1 - Least favorite gift to receive
2
3

27.3%
9.0%
27.1%

4
5 – Favorite gift to receive

21.9%
14.7%

How many gift cards do you typically buy per year?
Respondents who buy at least 1 gift card per year.

All Respondents
1-5
76.2%
6-10
11.9%
11-25
5.6%
26-50
3.7%
Over 50
2.6%
Insights
Among people earning $25-49k, those aged 25-34 picked 1-5 more than those aged 55-64
88.6%
72.1%
Female
1-5
6-10
11-25
26-50
Over 50

76.6%
12.4%
5.9%
3.2%
1.8%

Male
1-5
6-10
11-25
26-50
Over 50

75.0%
11.8%
5.0%
4.1%
4.1%

US West Region
1-5
75.0%
6-10
13.0%
11-25
5.1%
26-50
5.1%
Over 50
1.8%
US Midwest Region
1-5
76.4%
6-10
12.3%
11-25
7.8%
26-50
1.5%

Over 50

2.0%

US Northeast Region
1-5
81.1%
6-10
11.1%
11-25
2.2%
26-50
3.5%
Over 50
2.2%
US South Region
1-5
72.4%
6-10
12.0%
11-25
6.4%
26-50
4.8%
Over 50
4.4%
Income $0-24k
1-5
72.4%
6-10
15.4%
11-25
5.1%
26-50
5.4%
Over 50
2.6%
Income $25-49k
1-5
78.1%
6-10
11.8%
11-25
5.2%
26-50
2.9%
Over 50
2.0%
Income $50-74k
1-5
77.0%
6-10
6.9%
11-25
8.8%
26-50
4.4%
Over 50
2.9%
Income $75-99k
1-5
67.6%
6-10
19%
11-25
3.5%
26-50
3.2%
Over 50
6.6%

Income $100k+
1-5
77.8%
6-10
11.1%
11-25
11.1%
26-50
0.0%
Over 50
0.0%
*Not enough responses to be statistically significant for income over $100k

Inferred Age 18-24
1-5
78.4%
6-10
10.3%
11-25
5.6%
26-50
2.8%
Over 50
2.8%
Inferred Age 25-34
1-5
80.9%
6-10
10.0%
11-25
3.4%
26-50
3.4%
Over 50
2.3%
Inferred Age 35-44
1-5
71.7%
6-10
13.0%
11-25
6.9%
26-50
6.2%
Over 50
2.2%
Inferred Age 45-54
1-5
79.5%
6-10
14.4%
11-25
2.8%
26-50
1.6%
Over 50
1.7%
Inferred Age 55-64
1-5
73.1%
6-10
13.8%
11-25
6.9%
26-50
3.7%
Over 50
2.6%

Inferred Age 65+
1-5
72.2%
6-10
9.9%
11-25
8.2%
26-50
4.8%
Over 50
4.9%

Where do you buy gift cards?
All Respondents
Display in grocery store or pharmacy
Specific store or restaurant
Online
Mobile Device

41.4%
40.9%
13.1%
4.7%

Insights
Among people earning $25-49k, those in the US Northeast picked At the specific store or restaurant
more than those in the US South.
56.8%
35.6%

Age affected how many people picked Display in grocery store or pharmacy.
52.1%

55-64
18-24
25-34

35.8%
34.4%

Female
Display in grocery store or pharmacy
Specific store or restaurant
Online
Mobile Device

45.3%
39.7%
10.7%
4.3%

Male
Display in grocery store or pharmacy
Specific store or restaurant
Online
Mobile Device

36.1%
42.0%
15.7%
6.1%

US West Region
Display in grocery store or pharmacy

34.6%

Specific store or restaurant
Online
Mobile Device

43.5%
17%
4.9%

US Midwest Region
Display in grocery store or pharmacy
Specific store or restaurant
Online
Mobile Device

42.4%
45.8%
7.2%
4.6%

US Northeast Region
Display in grocery store or pharmacy
Specific store or restaurant
Online
Mobile Device

43.6%
40.5%
13.1%
2.8%

US South Region
Display in grocery store or pharmacy
Specific store or restaurant
Online
Mobile Device

43.8%
35.1%
14.5%
6.7%

Income $0-24k
Display in grocery store or pharmacy
Specific store or restaurant
Online
Mobile Device

47.7%
35.3%
13.7%
3.3%

Income $25-49k
Display in grocery store or pharmacy
Specific store or restaurant
Online
Mobile Device

41.0%
41.3%
12.8%
4.9%

Income $50-74k
Display in grocery store or pharmacy
Specific store or restaurant
Online
Mobile Device

37.8%
42.0%
13.9%
6.3%

Income $75-99k
Display in grocery store or pharmacy
Specific store or restaurant
Online
Mobile Device

48.5%
36.2%
13.1%
2.1%

Income $100k+
Display in grocery store or pharmacy
45.5%
Specific store or restaurant
54.5%
Online
0.0%
Mobile Device
0.0%
*Not enough responses to be statistically significant for income over $100k
Inferred Age 18-24
Display in grocery store or pharmacy
Specific store or restaurant
Online
Mobile Device

35.8%
45.3%
13.1%
5.8%

Inferred Age 25-34
Display in grocery store or pharmacy
Specific store or restaurant
Online
Mobile Device

34.4%
42.6%
15.3%
7.7%

Inferred Age 35-44
Display in grocery store or pharmacy
Specific store or restaurant
Online
Mobile Device

45.7%
38.9%
10.4%
4.9%

Inferred Age 45-54
Display in grocery store or pharmacy
Specific store or restaurant
Online
Mobile Device

41.6%
39.4%
13.7%
5.3%

Inferred Age 55-64
Display in grocery store or pharmacy
Specific store or restaurant
Online
Mobile Device

52.1%
33.3%
12.8%
1.8%

Inferred Age 65+
Display in grocery store or pharmacy
Specific store or restaurant
Online
Mobile Device

48.6%
37.1%
13.0%
1.2%

Are your gift card purchases typically last minute?
One a scale of 1 being “Not last minute - always planned” and 5 being “Last minute - never planned”
All Respondents
1 - Not last minute – Always Planned
2
3
4
5 – Last minute – Never Planned

28.2%
12.7%
30.5%
13.0%
15.6%

Insights
Among people earning $25-49k, those in the US South answered higher on the scale, meaning more last
minute purchases, than those in the US Northeast.
2.9
2.4

Among women, those in the South answered higher on the scale than those in the US Northeast.
2.9
2.5

Female
1 - Not last minute – Always Planned
2
3
4
5 – Last minute – Never Planned

29.8%
11.3%
31.7%
12.7%
14.5%

Male
1 - Not last minute – Always Planned
2
3
4
5 – Last minute – Never Planned

27.1%
14.2%
28.4%
13.3%
17.1%

US West Region
1 - Not last minute – Always Planned

25.7%

2
3
4
5 – Last minute – Never Planned

8.1%
25.7%
17.6%
23.0%

US Midwest Region
1 - Not last minute – Always Planned
2
3
4
5 – Last minute – Never Planned

26.7%
21.2%
28.8%
5.2%
18.1%

US Northeast Region
1 - Not last minute – Always Planned
2
3
4
5 – Last minute – Never Planned

25.5%
14.9%
34.0%
12.8%
12.8%

US South Region
1 - Not last minute – Always Planned
2
3
4
5 – Last minute – Never Planned

29.8%
13.7%
27.1%
16.3%
12.1%

Income $0-24k
1 - Not last minute – Always Planned
2
3
4
5 – Last minute – Never Planned

34.8%
7.4%
21.9%
14.9%
21.1%

Income $25-34k
1 - Not last minute – Always Planned
2
3
4
5 – Last minute – Never Planned

27.9%
12.7%
32.1%
12.9%
14.4%

Income $50-74K
1 - Not last minute – Always Planned
2
3
4
5 – Last minute – Never Planned

28.6%
14.5%
32.0%
12.5%
12.3%

Income $75-99k
1 - Not last minute – Always Planned
2
3
4
5 – Last minute – Never Planned

28.1%
10.5%
30.9%
14.6%
15.9%

Income $100k+
1 - Not last minute – Always Planned
2
3
4
5 – Last minute – Never Planned

40.0%
10.0%
30.0%
10.0%
10.0%

Inferred Age 18-24
1 - Not last minute – Always Planned
2
3
4
5 – Last minute – Never Planned

37.5%
12.9%
18.2%
10.2%
21.3%

Inferred Age 25-34
1 - Not last minute – Always Planned
2
3
4
5 – Last minute – Never Planned

25.1%
14.4%
33.6%
13.7%
13.3%

Inferred Age 35-44
1 - Not last minute – Always Planned
2
3
4
5 – Last minute – Never Planned

31.5%
11.0%
29.1%
11.5%
17.0%

Inferred Age 45-54
1 - Not last minute – Always Planned
2
3
4
5 – Last minute – Never Planned

26.9%
11.9%
32.5%
16.4%
12.3%

Inferred Age 55-64
1 - Not last minute – Always Planned
2
3
4
5 – Last minute – Never Planned

21.1%
12.7%
38.7%
14.5%
13.0%

Inferred Age 65+
1 - Not last minute – Always Planned
2
3
4
5 – Last minute – Never Planned

33.8%
10.0%
28.6%
9.2%
18.4%

How much do you typically spend on a single gift card?
Insights
Age affected how much people spend on gift cards.
$21.50

18-24
25-34

$20.00

35-44

$29.80

55-64
Group
All Respondents
Female
Male
US West Region
US Midwest Region
US Northeast Region
US South Region
Income $0-24k
Income $25-49k
Income $50-74k
Income $75-99k
Income $100k+
Inferred Age 18-24
Inferred Age 25-34
Inferred Age 35-44
Inferred Age 45-54
Inferred Age 55-64
Inferred Age 65+

$32.60
Average spend
$26.40
$26.70
$26.00
$26.00
$26.10
$26.50
$25.70
$25.00
$27.10
$24.30
$25.30
$27.60
$21.50
$20.00
$29.80
$27.20
$32.60
$23.90

Which feature is most important for a gift card?
All Respondents
Price
Selection
Personalization
Card Design
Card Packaging

48.4%
24.3%
14.2%
10.8%
2.3%

Insights
Among women, those aged 18-24 picked Price more than those aged 45-54.
61.2%

18-24
37.2%

45-54

Female
Price
Selection
Personalization
Card Design
Card Packaging

44.7%
25.7%
15.1%
12.0%
2.5%

Male
Price
Selection
Personalization
Card Design
Card Packaging

52.8%
21.7%
14.8%
8.6%
2.2%

US West Region
Price
Selection
Personalization
Card Design
Card Packaging

51.0%
25.1%
14.0%
8.5%
1.5%

US Midwest Region
Price
Selection
Personalization
Card Design

51.0%
22.1%
16.2%
8.8%

Card Packaging

1.9%

US Northeast Region
Price
Selection
Personalization
Card Design
Card Packaging

45.8%
26.5%
12.4%
12.9%
3.5%

US South Region
Price
Selection
Personalization
Card Design
Card Packaging

48.1%
22.4%
14.1%
12.8%
2.5%

Income $0-24k
Price
Selection
Personalization
Card Design
Card Packaging

42.9%
27.6%
13.8%
10.8%
4.8%

Income $25-49k
Price
Selection
Personalization
Card Design
Card Packaging

48.5%
25.3%
13.7%
9.9%
2.6%

Income $50-74k
Price
Selection
Personalization
Card Design
Card Packaging

48.5%
20.1%
16.8%
12.8%
1.7%

Income $75k-99k
Price
Selection
Personalization
Card Design
Card Packaging

53.8%
22.8%
13.8%
9.6%
0.0%

Income $100k+
Price
Selection
Personalization
Card Design
Card Packaging

28.6%
28.6%
42.9%
0%
0%

Inferred Age 18-24
Price
Selection
Personalization
Card Design
Card Packaging

56.2%
12.5%
14.2%
14.4%
2.7%

Inferred Age 25-34
Price
Selection
Personalization
Card Design
Card Packaging

52.9%
24.2%
11.9%
9.0%
1.9%

Inferred Age 35-44
Price
Selection
Personalization
Card Design
Card Packaging

55.3%
23.1%
12.7%
5.9%
3.0%

Inferred Age 45-54
Price
Selection
Personalization
Card Design
Card Packaging

41.6%
28.1%
19.2%
10.3%
0.8%

Inferred Age 55-64
Price
Selection
Personalization
Card Design
Card Packaging

50.3%
24.2%
14.6%
10.0%
0.8%

Inferred Age 65+
Price
Selection
Personalization
Card Design
Card Packaging

32.9%
31.3%
15.9%
14.2%
5.6%

What occasions do you use gift cards for?
Respondents could choose multiple answers.
All Respondents
Birthdays
Christmas
None of the Above
Graduations
Weddings
Coach or Teacher Gift

45.3%
41.7%
35.0%
18.3%
14.9%
7.2%

Insights
The US South Region chose Christmas more than the US West Region.
46.9%
31.6%

Women picked Birthdays more than men.
51.0%
Among women, those aged 65+ picked Graduations 2x more than those aged 55-64.
36.9%
36.6%
17.9%

Among women, those in the US Midwest picked Christmas more than those in the US Northeast.
49.7%
30.0%

Age affected how many people chose Christmas.
18-24
25-34
45-54

33.1%
31.6%
47.2%

55-64

49.8%

65+

51.7%

Female
Birthdays
Christmas
None of the Above
Graduations
Weddings
Coach or Teacher Gift

50.4%
45.6%
31.0%
19.1%
17.4%
6.7%

Male
Birthdays
Christmas
None of the Above
Graduations
Weddings
Coach or Teacher Gift

36.8%
35.7%
40.1%
14.4%
9.7%
6.9%

US West Region
Birthdays
Christmas
None of the Above
Graduations
Weddings
Coach or Teacher Gift

42.3%
36.6%
41.0%
20.7%
15.0%
7.5%

US Midwest Region
Birthdays
Christmas
None of the Above
Graduations
Weddings
Coach or Teacher Gift

47.2%
44.8%
32.3%
21.0%
18.1%
4.8%

US Northeast Region
Birthdays
Christmas
None of the Above
Graduations
Weddings
Coach or Teacher Gift

46.9%
39.5%
36.7%
12.4%
11.3%
10.2%

US South Region
Birthdays
Christmas

45.3%
44.1%

None of the Above
Graduations
Weddings
Coach or Teacher Gift

32.1%
17.9%
14.5%
7.3%

Income $0-24k
Birthdays
Christmas
None of the Above
Graduations
Weddings
Coach or Teacher Gift

40.3%
43.7%
32.8%
18.5%
13.4%
10.9%

Income $25-49k
Birthdays
Christmas
None of the Above
Graduations
Weddings
Coach or Teacher Gift

47.8%
46.9%
32.2%
19.3%
16.5%
6.7%

Income $50-74k
Birthdays
Christmas
None of the Above
Graduations
Weddings
Coach or Teacher Gift

41.4%
31.6%
42.2%
15.2%
12.9%
5.9%

Income $75-99k
Birthdays
Christmas
None of the Above
Graduations
Weddings
Coach or Teacher Gift

50.0%
32.0%
36.0%
24.0%
14.0%
12.0%

Income $100k+
Birthdays
Christmas
None of the Above
Graduations
Weddings
Coach or Teacher Gift

36.4%
36.4%
36.4%
9.1%
9.1%
9.1%

Inferred Age 18-24
Birthdays
Christmas
None of the Above

41.9%
33.3%
40.2%

Graduations
Weddings
Coach or Teacher Gift

14.5%
8.5%
8.5%

Inferred Age 25-34
Birthdays
Christmas
None of the Above
Graduations
Weddings
Coach or Teacher Gift

40.9%
31.4%
38.0%
10.2%
10.2%
5.1%

Inferred Age 35-44
Birthdays
Christmas
None of the Above
Graduations
Weddings
Coach or Teacher Gift

46.4%
41.2%
35.1%
18.6%
14.4%
15.5%

Inferred Age 45-54
Birthdays
Christmas
None of the Above
Graduations
Weddings
Coach or Teacher Gift

46.7%
47.3%
33.7%
16.6%
13.6%
5.9%

Inferred Age 55-64
Birthdays
Christmas
None of the Above
Graduations
Weddings
Coach or Teacher Gift

49.0%
49.5%
28.0%
19.5%
18.5%
4.5%

Inferred Age 65+
Birthdays
Christmas
None of the Above
Graduations
Weddings
Coach or Teacher Gift

50.0%
50.0%
31.7%
30.5%
24.4%
1.2%

Spending Data
Gift card recipients receiving an Open-Loop gift card, such as Visa® Gift Card, that can be used anywhere
the recipient pleases used their cards with the following types of merchants.

Consumer Gift Card Usage by Spend
20.1%
10.4%
7.5%
6.6%
6.5%
5.8%
4.6%
4.0%
3.5%
3.1%
3.1%
2.9%
2.6%
2.6%
2.6%
2.3%
1.8%
1.6%
1.4%
1.3%
1.3%
1.3%
1.1%
1.0%
1.0%

Grocery Stores, Supermarkets
Eating Places, Restaurants
Department Stores
Discount Stores
Automotive Parts and Accessories Stores
Fast Food Restaurants
Electronics Stores
Miscellaneous Specialty Retail
Women’s Ready-To-Wear Stores
Home Supply Warehouse Stores
Sporting Goods Stores
Family Clothing Stores
Men’s, Women’s Clothing Stores
Shoe Stores
Book Stores
Drug Stores and Pharmacies
Hobby, Toy, and Game Shops
Miscellaneous Apparel and Accessory Shops
Video Amusement Game Supplies
Miscellaneous Home Furnishing Specialty Stores
Women’s Accessory and Specialty Shops
Gift, Card, Novelty, and Souvenir Shops
Sports and Riding Apparel Stores
Furniture, Home Furnishings, and Equipment Stores, Except Appliances
Variety Stores

Corporate Incentive Card Usage by Spend
23.6%
14.0%
8.0%
6.4%
5.6%
5.4%
4.3%
4.0%

Grocery Stores, Supermarkets
Eating Places, Restaurants
Automotive Parts and Accessories Stores
Fast Food Restaurants
Department Stores
Discount Stores
Electronics Stores
Home Supply Warehouse Stores

3.4%
2.9%
2.5%
2.3%
1.9%
1.8%
1.8%
1.6%
1.5%
1.3%
1.3%
1.2%
1.2%
1.1%
1.0%
1.0%
1.0%

Miscellaneous Specialty Retail
Sporting Goods Stores
Drug Stores and Pharmacies
Family Clothing Stores
Book Stores
Shoe Stores
Service Stations
Women’s Ready-To-Wear Stores
Insurance Underwriting, Premiums
Package Stores-Beer, Wine, and Liquor
Furniture, Home Furnishings, and Equipment Stores, Except Appliances
Men’s, Women’s Clothing Stores
Miscellaneous Home Furnishing Specialty Stores
Miscellaneous Food Stores - Convenience Stores and Specialty Markets
Hobby, Toy, and Game Shops
Variety Stores
Sports and Riding Apparel Stores

Consumer Gift Card Usage by Transactions
18.5%
18.0%
11.6%
10.3%
5.4%
4.1%
3.4%
3.0%
2.4%
2.4%
1.9%
1.8%
1.7%
1.7%
1.6%
1.5%
1.4%
1.4%
1.3%
1.2%
1.2%
1.1%
1.0%

Fast Food Restaurants
Grocery Stores, Supermarkets
Automotive Parts and Accessories Stores
Eating Places, Restaurants
Discount Stores
Department Stores
Drug Stores and Pharmacies
Miscellaneous Specialty Retail
Women’s Ready-To-Wear Stores
Book Stores
Family Clothing Stores
Electronics Stores
Men’s, Women’s Clothing Stores
Home Supply Warehouse Stores
Miscellaneous Food Stores - Convenience Stores and Specialty Markets
Sporting Goods Stores
Motion Picture Theaters
Shoe Stores
Hobby, Toy, and Game Shops
Record Stores
Gift, Card, Novelty, and Souvenir Shops
Miscellaneous Apparel and Accessory Shops
Women’s Accessory and Specialty Shops

1.0% Package Stores-Beer, Wine, and Liquor
0.9% Video Tape Rental Stores

Corporate Incentive Card Usage by Transactions
16.5%
15.7%
11.2%
11.0%
9.6%
4.6%
3.7%
3.6%
3.1%
2.9%
2.2%
2.1%
1.7%
1.5%
1.2%
1.1%
1.1%
1.0%
1.0%
1.0%
0.9%
0.8%
0.7%
0.7%
0.7%

Grocery Stores, Supermarkets
Fast Food Restaurants
Direct Marketing - Subscription
Automotive Parts and Accessories Stores
Eating Places, Restaurants
Direct Marketing - Inbound Tele
Discount Stores
Miscellaneous Specialty Retail
Cosmetic Stores
Drug Stores and Pharmacies
Department Stores
Miscellaneous General Services
Home Supply Warehouse Stores
Miscellaneous Food Stores - Convenience Stores and Specialty Markets
Book Stores
Electronics Stores
Family Clothing Stores
Service Stations
Package Stores-Beer, Wine, and Liquor
Direct Marketing - Other
Sporting Goods Stores
Variety Stores
Women’s Ready-To-Wear Stores
Shoe Stores
Motion Picture Theaters

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