Gift Card Buying Trends explores who buys gift cards, when, where, why and how. It compares shoppers' intentions pre-holiday 2008 with their holiday gift card purchase behaviors to determine what was actually spent, the types of card bought, the occasions for gift card giving (and receiving) and to predict what may be in store for the 2009 holiday shopping season.
The report looks at consumer attitudes and behaviors across a variety of demographic indicators to cover topics including:
Shoppers’ gift card spending behavior pre-and post 2008 holiday
Gift card buyers based on a proprietary segmentation comparing “optimists” and “pessimists” in terms of outlook on the current economy
Demographic differences between gift card buyers
The most popular types of gift cards
Overall attitudes toward gift cards (giving and receiving)
Top occasions for gift card purchases (giving and receiving)
Channel analysis and broad usage among merchants (including multiple gift card racks or kiosk—gift card malls)
Length of time shoppers hold onto gift cards before redemption
Shopper tendency to spend more or less than the gift card amount
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