Gift cards are some of the most popular gifts, but customers may have some reservations about purchasing generic gift cards for such special occasions.
As spring approaches, another season of giving is upon us. Mother’s Day, Father’s Day and a slew of graduation parties are fast approaching, and the warmer weather has consumers turning their focus to these celebrations. Research from the NRF has shown that more than $38 billion is expected to be spent in celebrating the coming events, and with that in mind, retailers and business owners must keep in mind that gift cards are one of the most popular gifts for the coming occasions.
According to the data compiled in First Data’s recent “U.S. Gift Card Holiday Mystery Shopping Study,” small retailers should think about the design of their physical and digital gift cards in order to increase the likelihood of purchases.
First Data’s study found that gift card sales increase as a result of different design and assortment, and a card with attributes is more appealing as a gift-giving option, because it has a higher perceived value.
The study also revealed that the most successful gift card and carrier designs tend to be visually attractive, consistent with the merchant’s brand, representative of the occasion for which they are given and unique in some way(s).
In addition to physical gift cards, digital gifting is another popular option, offering easily customized e-gift cards. The main reasons cited by customers who indicated that they would be likely to purchase an e-gift card were:
- Immediate delivery (58%)
- Easier to send an e-gift card versus mail a physical gift card (52%)
- Easier for the recipient to redeem (33%)