"Gift cards remain incredibly popular and the expansion into digital forms has provided new opportunities for both retailers and consumers," said
Findings from the 2015
Plastic gift cards are the more popular gifting option. The majority of survey respondents (86 percent) have purchased plastic gift cards in the last year, and nearly half of the consumers surveyed (43 percent) bought plastic gift cards solely for gift-giving. Alternately, 58 percent of consumers purchased an egift in the last year. Of those who purchased egifts, most shoppers purchased them for a combination of gifting and self-use, with only 27 percent of consumers buying egifts solely for gift-giving.
Discounts, rewards and self-use are all driving popularity of egifts. While plastic gift cards remain the more popular choice for gifting, consumers purchase and receive egifts for different reasons, like through a discount or a reward program for self-use. According to the survey, when looking at the total number of gift cards purchased in one year, 63 percent of egifts purchased are being used for self-use. Additionally, the prevalence of consumers purchasing egifts at a discount or receiving them through reward or rebate offerings is evident in the Blackhawk study. Thirty-seven percent have purchased an egift at a discounted rate and 65 percent have received an egift as part of a rebate or reward program within the last year. The majority of those recipients (86 percent) have kept their egift to use themselves.
eGifts are more prevalent among millennials than other generations. According to the survey, this active online shopping generation purchases more egifts than other age groups (76 percent). They also receive more egifts as gifts (71 percent). With millennials, 53 percent of plastic gift cards and 31 percent of egifts purchased are used for gifting.
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