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Gift Card Buying Trends: Shopper Intentions and Purchase Behaviors 2009
Hartman Group, The, April 2009, Pages: 54
Gift card purchases continue to increase even in the face of an economic downturn, but what does this mean for specific channels of retail such as grocery, entertainment, restaurants and others?
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 behaviours 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 behaviours across a variety of demographic indicators to cover topics including:
- Shoppers’ gift card spending behaviour 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
Methodology:
The report’s data are based on primary research of two online surveys to the same national sample of consumers 18 and older conducted August 2008 and February 2009 resulting in 3,007 and 1,578 responses respectively. The research and analysis was conducted by A National Research Network
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