Gift Cards Remain a Popular Gifting Choice for the Holidays

Findings from Blackhawk Network’s Online and Mobile Gifting survey of more than 1,100 U.S. consumers examined how consumers research, purchase and give gifts as well as their mobile and online gifting habits, interests and preferences. The survey revealed that physical gift cards are the most popular choice of gift card giving, with 77 percent of consumers planning to give more physical gift cards than egifts this year.

Additional survey findings include:

  • 60 percent of respondents plan on giving some type of gift card this holiday season; echoing findings from a Blackhawk Network study conducted earlier this year, which found that nearly half of consumers have used gift cards in the last year.
  • When consumers shop for physical gift cards, nearly half say they intend to purchase them at a grocery store (49 percent) or a big box retailer (47 percent) where there are broad selections of gift card options.
  • Of consumers who will give gift cards this year, 27 percent plan to gift egifts or e-codes. To encourage greater egifting, it is important for retailers to make the process easy for shoppers and recipients.

Mobile Gifting

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