First Data has conducted a Gift Card Consumer Insights Study in the U.S. since 2001 to identify market and consumer gift card trends. In 2008 we began conducting the survey annually in Canada and in 2010 we performed the study in the U.K. and Germany. Our 2010 study contains insights into the popularity of gift cards, gift card purchaser preferences, reloading, e-gift (i.e. virtual) gift cards, gift card malls, and much more.