Gift Card Purchases Are Shifting Channels

Compared to 2012, consumers were more likely to go online to buy gift cards in 2013. Twenty-six percent of respondents purchased a gift card from a retailer’s website, up from 11 percent the year before. The percentage of consumers who made a purchase from a website offering gift cards for multiple retailers also climbed sharply, from 11 percent to 21 percent.

Having an online presence is becoming increasingly important as gift card purchases continue to shift from physical locations to online channels. Respondents who bought gift cards at a physical location declined from 61 percent to 51 percent, as more consumers chose to make their purchases online.

Find out more in Five Key Trends Driving Gift Card Success.