Following a positive 2009 holiday performance, U.S. merchant branded gift card sales continued to gain traction in the first half of 2010. Merchants enjoyed year-over-year monthly sales growth from February through June. Sales increases peaked in April, and then subsided somewhat in the following months.

The First Data 2010 First-Half Gift Card Performance Report provides insights based on aggregated transaction data generated by our merchant branded gift card processing business and our observations of the marketplace.