To help retailers understand industry trends and consumer perceptions related to gift cards, First Data once again partnered with Market Strategies International to conduct the “2012 U.S. Prepaid Consumer Insights Study.” Findings from the study highlight the current state of the gift card industry and provide retailers with valuable insights into usage, perceptions and attitudes in these areas:
- Purchase behaviors
- Trends in use of open vs. closed loop cards
- Purchase locations and occasions
- Recipients’ perception of card value
- Value of gift cards to retailers
This paper also contains a special report on the evolution of two key areas within the gift card industry: e-gift cards and mobile apps to access and store gift cards.