TRENDING: #brandedcurrency

2018 Prepaid Consumer Insights Study

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2,003

Respondents

100%

18+ years old

2018

October

Our 2018 Consumer Insights Study takes a look at trends in branded currency and how you might leverage them this year. We've also added a new demographic, Linksters, to the mix:

Linksters

Age 18-23

Socializers

Age 24-37

MTV® Generation

Age 38-53

Maturists

Age 54+

What

#physicalFTW

The average number of physical gift cards received has increased YOY, again. And those surveyed still prefer to give and receive physical gift cards over digital ones.

Tablet background

Receivers by age - 2018

Physical Only

E-Card Only

Both

Linksters

Age 18-23

29%

17%

13%

Socializers

Age 24-37

23%

10%

32%

MTV Generation

Age 38-53

27%

15%

31%

Maturists

Age 54+

39%

13%

32%

Purchasers by age - 2018

Physical Only

E-Card Only

Both

Linksters

Age 18-23

55%

15%

13%

Socializers

Age 24-37

39%

14%

32%

MTV Generation

Age 38-53

13%

09%

33%

Maturists

Age 54+

40%

09%

28%

Consumers surveyed prefer physical branded currency because it’s more personal and easier to use.
They also prefer digital branded currency because it can be sent instantly and purchasing is more convenient.

Wrapped gift Gift card
Why

#whatstheoccasion

Consumers surveyed love to give gift cards, more than any other gift.

Linksters icon

Linksters


47%

would prefer to have a physical gift card over a traditional gift. They’re also the most open to e-gift cards than any other generation.

Gift icon
55%

Amount of gifting budget consumers say they will spend on gift cards.

Gift icon
33%

spend MORE on a gift card than a traditional gift.

#ideserveit

64%
in 2018 vs
58%
in 2017

Self-purchasing spend is on the rise, and the majority of self-purchasers are spending more on themselves than on others.

Average Proportion of Card Spending on Self

2017

2018

76%
73%
Linksters icon

Linksters

Age 18-23

56%
71%
Socializers icon

Socializers

Age 24-37

62%
58%
MTV Generation icon

MTV Generation

Age 38-53

54%
63%
Maturists icon

Maturists

Age 54+

Consider this in your marketing campaigns and designs.

When buying for ourselves, we spend more on Fast Casual Restaurants than any other vertical.

Treat yourself gift card pizza
Where

#bewheretheyare

This split is fairly even across channels, so it’s important to consider this in your strategy.

Online-only merchants attract the largest consumers of e-gift cards. A relatively large number of physical cards are used here too.

Up to 50%
of Socializers

have an increasing interest in buying gift cards through a bank website or mobile app.

How Often

#timetoreload

33%

About 1/3 of consumers reloaded a gift card.
Linksters are reloading the most.

33%

Total

61%
Linksters icon

Linksters

Age 18-23

47%
Socializers icon

Socializers

Age 24-37

26%
MTV Generation icon

MTV Generation

Age 38-53

20%
Maturists icon

Maturists

Age 54+

Consumers are reloading online or via mobile app.

38%

are interested in receiving notifications about their gift card balance and special offers by email.

cheeseburger
How Much

#liftisup

$59

average amount spent over the value of the gift card.

80%+

of consumers with a Fine Dining, Fast Casual Restaurant or Drug Store gift card spent more than the value of their card.

Supermarket gift cards are redeemed the most at

94%

And compared to all other business types, consumers overspend the most with a Supermarket gift card ... by $56.

makeup Supermarket gift card

What’s the value?

Gift cards bring a ton of value to consumers, so make sure you understand the value they can bring to your business as well.

Linksters

Linksters are the largest segment buying physical gift cards and the most open minded to digital cards. Having a strategy to reach them when/how/where they want is key.

Branded Currency Strategy

Do you have one? Is it up to date? From increasing revenue to growing margins to capturing data, make sure that you're leveraging current market opportunities.

Make Sure They're Gifting You

For the 5th year in a row, lift is on the rise. Knowing that consumers love to give gift cards over traditional gifts means you'll want to make sure they're gifting you.

Are you gift card ready?

We can help you get there.

Data cited in this publication is the result of the 2018 Consumer Insights Study conducted by First Data.