Physical and digital cards notch gains
Despite the struggles of brick-and-mortar retail, the purchase of physical gift cards has grown for three consecutive years, according to new survey data. Digital gift card purchases also have risen sharply this year.
Research has found that US consumers bought an average of 6.5 physical gift cards this year, up from 5.9 in 2016.
Meanwhile, the number of digital gift card purchases, which had been flat in the preceding years' surveys, rose to 6.1 per person, up from 4.0 the year before. Additinally, 83% of internet users had used a gift card (physical or digital) in the past year. The research further found that consumers spent an average of $38 more than the value on their gift card this year—up $10 over 2016. And 44% of respondents said having a card caused them to go to a store they would not have visited otherwise.
Jay & Julia Taylor own and operate Caney Creek Studio. Caney Creek Studio is a video production, digital marketing, and social media management agency.