Retailer gift cards are one of the most popular gifts in the United States. Unfortunately, givers don’t always choose the gift cards their recipients would prefer. The growth of gift card resale sites has solved this problem in a way that can reduce the incidence of fraud, breakage, and perhaps more important, disgruntled customers.
Highlights of the research note include:
- Data on U.S. consumer awareness and use of gift card resale sites
- Brand implications
- Business models of resale sites
- Brief descriptions of specialty sites participating in the secondary gift card market
- Recommended ways for retailers to benefit from gift card resale sites