A detail study on gift card purchasing in 2012.

1. Holiday November 26
Gift Card
Spending
Report™
2012
This report is the first annual report on
holiday gift card spending. This report
delivers data and insights related to consumer David S. Jones
spending on gift cards during the 2012 holiday CEO GiftCard.com
season. Data is collected from over 1,000
completed surveys and actual gift card usage.
www.GiftCard.com Copyright© 2012 CardLab, Inc. 0

2. Table of Contents
Introduction .................................................................................................................................................. 6
Highlights ...................................................................................................................................................... 7
Survey Results ............................................................................................................................................... 9
Will you purchase at least one gift card this holiday season? .................................................................. 9
Insights .................................................................................................................................................. 9
Will you spend more or less money on gift cards this holiday season? ................................................. 10
Do you personally prefer receiving gift cards over other gifts? ............................................................. 11
All Respondents .................................................................................................................................. 11
Insights ................................................................................................................................................ 11
Female................................................................................................................................................. 11
Male .................................................................................................................................................... 11
US West Region ................................................................................................................................... 11
US Midwest Region ............................................................................................................................. 11
US Northeast Region ........................................................................................................................... 12
US South Region.................................................................................................................................. 12
Income $0-24k .................................................................................................................................... 12
Income $25-49k .................................................................................................................................. 12
Income $50-74k .................................................................................................................................. 12
Income $75-99k .................................................................................................................................. 12
Income $100k+.................................................................................................................................... 13
Inferred Age 18-24 .............................................................................................................................. 13
Inferred Age 25-34 .............................................................................................................................. 13
Inferred Age 35-44 .............................................................................................................................. 13
Inferred Age 45-54 .............................................................................................................................. 13
Inferred Age 55-64 .............................................................................................................................. 13
Inferred Age 65+ ................................................................................................................................. 13
How many gift cards do you typically buy per year? .............................................................................. 15
All Respondents .................................................................................................................................. 15
Insights ................................................................................................................................................ 15
Female................................................................................................................................................. 15

3. Male .................................................................................................................................................... 15
US West Region ................................................................................................................................... 15
US Midwest Region ............................................................................................................................. 15
US Northeast Region ........................................................................................................................... 16
US South Region.................................................................................................................................. 16
Income $0-24k .................................................................................................................................... 16
Income $25-49k .................................................................................................................................. 16
Income $50-74k .................................................................................................................................. 16
Income $75-99k .................................................................................................................................. 16
Income $100k+.................................................................................................................................... 17
Inferred Age 18-24 .............................................................................................................................. 17
Inferred Age 25-34 .............................................................................................................................. 17
Inferred Age 35-44 .............................................................................................................................. 17
Inferred Age 45-54 .............................................................................................................................. 17
Inferred Age 55-64 .............................................................................................................................. 17
Inferred Age 65+ ................................................................................................................................. 18
Where do you buy gift cards? ................................................................................................................. 19
All Respondents .................................................................................................................................. 19
Insights ................................................................................................................................................ 19
Female................................................................................................................................................. 19
Male .................................................................................................................................................... 19
US West Region ................................................................................................................................... 19
US Midwest Region ............................................................................................................................. 20
US Northeast Region ........................................................................................................................... 20
US South Region.................................................................................................................................. 20
Income $0-24k .................................................................................................................................... 20
Income $25-49k .................................................................................................................................. 20
Income $50-74k .................................................................................................................................. 20
Income $75-99k .................................................................................................................................. 21
Income $100k+.................................................................................................................................... 21
Inferred Age 18-24 .............................................................................................................................. 21
Inferred Age 25-34 .............................................................................................................................. 21

4. Inferred Age 35-44 .............................................................................................................................. 21
Inferred Age 45-54 .............................................................................................................................. 21
Inferred Age 55-64 .............................................................................................................................. 21
Inferred Age 65+ ................................................................................................................................. 22
Are your gift card purchases typically last minute? ................................................................................ 23
All Respondents .................................................................................................................................. 23
Insights ................................................................................................................................................ 23
Female................................................................................................................................................. 23
Male .................................................................................................................................................... 23
US West Region ................................................................................................................................... 23
US Midwest Region ............................................................................................................................. 24
US Northeast Region ........................................................................................................................... 24
US South Region.................................................................................................................................. 24
Income $0-24k .................................................................................................................................... 24
Income $25-34k .................................................................................................................................. 24
Income $50-74K .................................................................................................................................. 25
Income $75-99k .................................................................................................................................. 25
Income $100k+.................................................................................................................................... 25
Inferred Age 18-24 .............................................................................................................................. 25
Inferred Age 25-34 .............................................................................................................................. 25
Inferred Age 35-44 .............................................................................................................................. 25
Inferred Age 45-54 .............................................................................................................................. 26
Inferred Age 55-64 .............................................................................................................................. 26
Inferred Age 65+ ................................................................................................................................. 26
How much do you typically spend on a single gift card? ........................................................................ 27
Insights ................................................................................................................................................ 27
Which feature is most important for a gift card? ................................................................................... 28
All Respondents .................................................................................................................................. 28
Insights ................................................................................................................................................ 28
Female................................................................................................................................................. 28
Male .................................................................................................................................................... 28
US West Region ................................................................................................................................... 28

5. US Midwest Region ............................................................................................................................. 28
US Northeast Region ........................................................................................................................... 29
US South Region.................................................................................................................................. 29
Income $0-24k .................................................................................................................................... 29
Income $25-49k .................................................................................................................................. 29
Income $50-74k .................................................................................................................................. 29
Income $75k-99k................................................................................................................................. 29
Income $100k+.................................................................................................................................... 30
Inferred Age 18-24 .............................................................................................................................. 30
Inferred Age 25-34 .............................................................................................................................. 30
Inferred Age 35-44 .............................................................................................................................. 30
Inferred Age 45-54 .............................................................................................................................. 30
Inferred Age 55-64 .............................................................................................................................. 30
Inferred Age 65+ ................................................................................................................................. 31
What occasions do you use gift cards for? ............................................................................................. 32
All Respondents .................................................................................................................................. 32
Insights ................................................................................................................................................ 32
Female................................................................................................................................................. 33
Male .................................................................................................................................................... 33
US West Region ................................................................................................................................... 33
US Midwest Region ............................................................................................................................. 33
US Northeast Region ........................................................................................................................... 33
US South Region.................................................................................................................................. 33
Income $0-24k .................................................................................................................................... 34
Income $25-49k .................................................................................................................................. 34
Income $50-74k .................................................................................................................................. 34
Income $75-99k .................................................................................................................................. 34
Income $100k+.................................................................................................................................... 34
Inferred Age 18-24 .............................................................................................................................. 34
Inferred Age 25-34 .............................................................................................................................. 35
Inferred Age 35-44 .............................................................................................................................. 35
Inferred Age 45-54 .............................................................................................................................. 35

6. Inferred Age 55-64 .............................................................................................................................. 35
Inferred Age 65+ ................................................................................................................................. 35
Spending Data ............................................................................................................................................. 36
Consumer Gift Card Usage by Spend ...................................................................................................... 36
Corporate Incentive Card Usage by Spend ............................................................................................. 36
Consumer Gift Card Usage by Transactions............................................................................................ 37
Corporate Incentive Card Usage by Transactions ................................................................................... 38

7. Introduction
The 2012 GiftCard.com Holiday Gift Card Spending Report is the first annual report on holiday gift card
spending sponsored by GiftCard.com. The report delivers data and insights related to consumer
spending on gift cards during the 2012 holiday season. The results encompass data collected from
surveys completed by consumers as well as gift card spending data collected from actual consumers on
the GiftCard.com site. The combination of completed surveys and data from real consumer behaviors
has led to robust facts and figures on holiday gift card spending trends throughout the 2012 holiday
season and beyond.
The following questions were included in the consumer survey:
1. Will you purchase at least one gift card this holiday season?
2. Will you spend more or less money on gift cards this holiday season?
3. Do you personally prefer receiving gift cards over other gifts?
4. How many gift cards do you typically buy per year?
5. Where do you buy gift cards?
6. Are your gift card purchases typically last minute?
7. How much do you typically spend on a single gift card?
8. What feature is most important for a gift card?
9. What occasions do you use gift cards for?
The survey data reveals insights to the above-mentioned questions, as well as comparisons based upon
gender, region of the U.S., income and age.
In addition to the consumer survey, GiftCard.com tracked spending data on its site based upon gift card
recipients receiving an Open-Loop gift card, such as Visa® Gift Card, that can be used anywhere the
recipient pleases. The spending data reveals trends in where both consumers and businesses are
spending their Open-Loop gift cards.
The 2012 GiftCard.com Holiday Gift Card Spending Report is designed to draw attention to consumer
trends in gift card spending and purchasing during the 2012 holiday season. GiftCard.com, the one stop
shop for everything gift card, will continue to produce future reports based on factual data and
consumer preferences and trends.

8. Highlights
Through a consumer-facing survey and consumer behavior tracking on the GiftCard.com website, the
GiftCard.com Holiday Gift Card Spending Report uncovered significant trends in holiday gift card
preferences and planned spending. The survey included the below questions and revealed substantial
findings based on consumers’ responses.
Will you purchase at least one gift card this holiday season?
 49.6% (nearly 50%) of consumers plan to purchase at least one gift card this holiday season.
 Age greatly affected the response:
o 36% of 18-24 year-olds plan to purchase at least one gift card
o 42.1% of 25-34 year-olds plan to purchase at least one gift card
o 46.8% of 35- 44 year-olds plan to purchase at least one gift card
o 55.5% of 45-54 year-olds plan to purchase at least one gift card
o 63.4% of 55-64 year-olds plan to purchase at least one gift card
o 58.7% of those ages 65+ plan to purchase at least one gift card
Will you spend more or less money on gift cards this holiday season?
 59.6% plan to spend the same or more on gift cards this holiday season.
 Gender, Region of the U.S., income and age does not seem to have a profound impact on
whether or not a consumer will spend more or less money on gift cards.
Do you personally prefer receiving gift cards over other gifts?
 20.9% of survey respondents say they prefer receiving gift cards over other gifts.
 38.5% of survey respondents rank gift cards as their favorite or usually favorite gift to receive.
 Over 45% of women in the 45-54 age group, earning $25-49k in the Midwest region of the U.S.
say gift cards are their favorite gift to receive.
How many gift cards do you typically buy per year?
 Of survey respondents who buy at least one gift card per year, 23.8% purchase six or more.
 2.6% of survey respondents typically purchase over 50 gift cards per year.
Where do you buy gift cards?
 13.1% of survey respondents purchase gift cards online.
 Females and those over 35 years of age tend to purchase gift cards from a display in a grocery
store or pharmacy more frequently than men and those ages 34 and under.
Are your gift card purchases typically last minute?

9.  72.4% of survey respondents sometimes, almost always or always plan their gift card purchases.
 28.2% of survey respondents always plan their gift card purchases.
 For those with an annual income of over 100k/year, 40% of survey respondents say their gift
card purchases are never last minute and always planned.
How much do you typically spend on a single gift card?
 The average amount spent on a single gift card, regardless of gender, income, location in the
U.S. and age, is $26.40.
 There are no major differences in how much money is spent on a single gift card based on
gender, region of the U.S. or even income.
 Those in the 55-64 year age bracket tend to spend more on gift cards, with the average survey
respondent spending $32.60 per gift card.
What feature is most important for a gift card?
 While price is obviously the most significant factor for most, selection and personalization are
important. 24.3% of survey respondents rank selection as the most important feature for a gift
card and 14.2% rank personalization.
 10.8% of survey respondents say card design is the most important feature for a gift card.
What occasions do you use gift cards for?
 41.7% of survey respondents use gift cards for Christmas.
 The survey statistics revealed that consumers are most likely to give gift cards as a gift for
birthdays and Christmas.
Spending data collected from GiftCard.com uncovered the below results based on Open-Loop gift cards,
such as GiftCard.com’s Visa® Gift Card, that can be used anywhere the recipient pleases.
Consumers tend to spend their gift cards with the following types of merchants:
 20.1% tend to spend their gift cards at grocery stores or supermarkets
 10.4% tend to spend their gift cards at restaurants or eating places
 7.5% tend to spend their gift cards at department stores
 6.6% tend to spend their gift cards at discount stores
 6.5% tend to spend their gift cards at automotive parts and accessories stores
 5.8% tend to spend their gift cards at fast food restaurants
Consumers tend to spend their incentive gift cards with the following types of merchants:
 23.6% tend to spend their gift cards at grocery stores or supermarkets
 14.0% tend to spend their gift cards at restaurants or eating places
 8% tend to spend their gift cards at automotive parts and accessory stories
 6.4% tend to spend their gift cards at fast food restaurants

10.  5.6% tend to spend their gift cards at department stores
 5.4% tend to spend their gift cards at discount stores.
Survey Results
Will you purchase at least one gift card this holiday season?
Insights
Age affected how many people picked Yes.
18-24 36.0%
25-34 42.1%
35-44 46.8%
45-54 55.5%
55-64 63.4%
65+ 58.7%
Group % Yes
All Respondents 49.6%
Female 53.6%
Male 45.5%
US West Region 48.3%
US Midwest Region 55.8%
US Northeast Region 52.1%
US South Region 45.4%
Income $0-24k 63.8%
Income $25-49k 47.0%
Income $50-74k 48.2%
Income $75-99k 51.8%
Income $100k+ 57.2%
Inferred Age 18-24 36.0%
Inferred Age 25-34 42.1%
Inferred Age 35-44 46.8%
Inferred Age 45-54 55.5%
Inferred Age 55-64 63.4%

11. Inferred Age 65+ 58.7%
Will you spend more or less money on gift cards this holiday season?
Group More Less Same
All Respondents 11.4% 40.1% 48.6%
Female 12.0% 40.2% 47.8%
Male 10.7% 39.9% 49.4%
US West Region 10.2% 37.3% 52.5%
US Midwest Region 12.1% 37.7% 50.2%
US Northeast Region 10.9% 40.5% 48.7%
US South Region 12.0% 43.2% 44.8%
Income $0-24k 14.3% 46.6% 39.2%
Income $25-49k 11.2% 40.6% 48.2%
Income $50-74k 8.1% 39.7% 52.2%
Income $75-99k 13.4% 34.0% 52.6%
Income $100k+ 7.7% 30.8% 61.5%
Inferred Age 18-24 9.5% 45.2% 45.3%
Inferred Age 25-34 12.5% 39.4% 48.1%
Inferred Age 35-44 13.6% 37.5% 48.9%
Inferred Age 45-54 10.6% 40.5% 48.8%
Inferred Age 55-64 10.8% 45.2% 44.0%
Inferred Age 65+ 10.6% 34.8% 54.6%

12. Do you personally prefer receiving gift cards over other gifts?
On a scale of 1 to 5, 1 being the least favorite gift to receive and 5 being the favorite gift to receive.
All Respondents
1 - Least favorite gift to receive 20.3%
2 9.2%
3 31.9%
4 17.6%
5 – Favorite gift to receive 20.9%
Insights
For 45% of women aged 45-54 earning $25-49k in the Midwest region of the US, gift cards are the
favorite gift to receive.
Women answered higher on the scale than men.
3.3
2.8
Female
1 - Least favorite gift to receive 15.9%
2 8.0%
3 31.9%
4 19.5%
5 – Favorite gift to receive 24.7%
Male
1 - Least favorite gift to receive 28.1%
2 9.9%
3 33.0%
4 14.1%
5 – Favorite gift to receive 14.8%
US West Region
1 - Least favorite gift to receive 25.3%
2 8.9%
3 32.2%
4 13.5%
5 – Favorite gift to receive 20.1%
US Midwest Region
1 - Least favorite gift to receive 18.5%

13. 2 11.7%
3 35.0%
4 18.1%
5 – Favorite gift to receive 16.7%
US Northeast Region
1 - Least favorite gift to receive 17.8%
2 7.7%
3 31.9%
4 19.1%
5 – Favorite gift to receive 23.4%
US South Region
1 - Least favorite gift to receive 22.8%
2 8.4%
3 29.8%
4 17.1%
5 – Favorite gift to receive 21.9%
Income $0-24k
1 - Least favorite gift to receive 22.8%
2 8.9%
3 27.8%
4 15.3%
5 – Favorite gift to receive 25.1%
Income $25-49k
1 - Least favorite gift to receive 22.0%
2 10.2%
3 29.5%
4 18.2%
5 – Favorite gift to receive 20.3%
Income $50-74k
1 - Least favorite gift to receive 16.3%
2 8.5%
3 41.0%
4 13.5%
5 – Favorite gift to receive 20.7%
Income $75-99k
1 - Least favorite gift to receive 12.7%
2 4.9%
3 39.2%
4 23.7%
5 – Favorite gift to receive 19.6%

14. Income $100k+
1 - Least favorite gift to receive 33.3%
2 8.3%
3 16.7%
4 33.3%
5 – Favorite gift to receive 8.3%
Inferred Age 18-24
1 - Least favorite gift to receive 24.7%
2 8.3%
3 29.3%
4 15.7%
5 – Favorite gift to receive 21.9%
Inferred Age 25-34
1 - Least favorite gift to receive 23.9%
2 10.0%
3 31.4%
4 12.8%
5 – Favorite gift to receive 22.0%
Inferred Age 35-44
1 - Least favorite gift to receive 22.6%
2 10.3%
3 30.7%
4 16.8%
5 – Favorite gift to receive 19.7%
Inferred Age 45-54
1 - Least favorite gift to receive 13.8%
2 8.6%
3 34.6%
4 22.3%
5 – Favorite gift to receive 20.7%
Inferred Age 55-64
1 - Least favorite gift to receive 12.7%
2 8.8%
3 36.7%
4 16.6%
5 – Favorite gift to receive 25.3%
Inferred Age 65+
1 - Least favorite gift to receive 27.3%
2 9.0%
3 27.1%

15. 4 21.9%
5 – Favorite gift to receive 14.7%

16. How many gift cards do you typically buy per year?
Respondents who buy at least 1 gift card per year.
All Respondents
1-5 76.2%
6-10 11.9%
11-25 5.6%
26-50 3.7%
Over 50 2.6%
Insights
Among people earning $25-49k, those aged 25-34 picked 1-5 more than those aged 55-64
88.6%
72.1%
Female
1-5 76.6%
6-10 12.4%
11-25 5.9%
26-50 3.2%
Over 50 1.8%
Male
1-5 75.0%
6-10 11.8%
11-25 5.0%
26-50 4.1%
Over 50 4.1%
US West Region
1-5 75.0%
6-10 13.0%
11-25 5.1%
26-50 5.1%
Over 50 1.8%
US Midwest Region
1-5 76.4%
6-10 12.3%
11-25 7.8%
26-50 1.5%

17. Over 50 2.0%
US Northeast Region
1-5 81.1%
6-10 11.1%
11-25 2.2%
26-50 3.5%
Over 50 2.2%
US South Region
1-5 72.4%
6-10 12.0%
11-25 6.4%
26-50 4.8%
Over 50 4.4%
Income $0-24k
1-5 72.4%
6-10 15.4%
11-25 5.1%
26-50 5.4%
Over 50 2.6%
Income $25-49k
1-5 78.1%
6-10 11.8%
11-25 5.2%
26-50 2.9%
Over 50 2.0%
Income $50-74k
1-5 77.0%
6-10 6.9%
11-25 8.8%
26-50 4.4%
Over 50 2.9%
Income $75-99k
1-5 67.6%
6-10 19%
11-25 3.5%
26-50 3.2%
Over 50 6.6%

18. Income $100k+
1-5 77.8%
6-10 11.1%
11-25 11.1%
26-50 0.0%
Over 50 0.0%
*Not enough responses to be statistically significant for income over $100k
Inferred Age 18-24
1-5 78.4%
6-10 10.3%
11-25 5.6%
26-50 2.8%
Over 50 2.8%
Inferred Age 25-34
1-5 80.9%
6-10 10.0%
11-25 3.4%
26-50 3.4%
Over 50 2.3%
Inferred Age 35-44
1-5 71.7%
6-10 13.0%
11-25 6.9%
26-50 6.2%
Over 50 2.2%
Inferred Age 45-54
1-5 79.5%
6-10 14.4%
11-25 2.8%
26-50 1.6%
Over 50 1.7%
Inferred Age 55-64
1-5 73.1%
6-10 13.8%
11-25 6.9%
26-50 3.7%
Over 50 2.6%

19. Inferred Age 65+
1-5 72.2%
6-10 9.9%
11-25 8.2%
26-50 4.8%
Over 50 4.9%

20. Where do you buy gift cards?
All Respondents
Display in grocery store or pharmacy 41.4%
Specific store or restaurant 40.9%
Online 13.1%
Mobile Device 4.7%
Insights
Among people earning $25-49k, those in the US Northeast picked At the specific store or restaurant
more than those in the US South.
56.8%
35.6%
Age affected how many people picked Display in grocery store or pharmacy.
55-64 52.1%
18-24 35.8%
25-34 34.4%
Female
Display in grocery store or pharmacy 45.3%
Specific store or restaurant 39.7%
Online 10.7%
Mobile Device 4.3%
Male
Display in grocery store or pharmacy 36.1%
Specific store or restaurant 42.0%
Online 15.7%
Mobile Device 6.1%
US West Region
Display in grocery store or pharmacy 34.6%

21. Specific store or restaurant 43.5%
Online 17%
Mobile Device 4.9%
US Midwest Region
Display in grocery store or pharmacy 42.4%
Specific store or restaurant 45.8%
Online 7.2%
Mobile Device 4.6%
US Northeast Region
Display in grocery store or pharmacy 43.6%
Specific store or restaurant 40.5%
Online 13.1%
Mobile Device 2.8%
US South Region
Display in grocery store or pharmacy 43.8%
Specific store or restaurant 35.1%
Online 14.5%
Mobile Device 6.7%
Income $0-24k
Display in grocery store or pharmacy 47.7%
Specific store or restaurant 35.3%
Online 13.7%
Mobile Device 3.3%
Income $25-49k
Display in grocery store or pharmacy 41.0%
Specific store or restaurant 41.3%
Online 12.8%
Mobile Device 4.9%
Income $50-74k
Display in grocery store or pharmacy 37.8%
Specific store or restaurant 42.0%
Online 13.9%
Mobile Device 6.3%

22. Income $75-99k
Display in grocery store or pharmacy 48.5%
Specific store or restaurant 36.2%
Online 13.1%
Mobile Device 2.1%
Income $100k+
Display in grocery store or pharmacy 45.5%
Specific store or restaurant 54.5%
Online 0.0%
Mobile Device 0.0%
*Not enough responses to be statistically significant for income over $100k
Inferred Age 18-24
Display in grocery store or pharmacy 35.8%
Specific store or restaurant 45.3%
Online 13.1%
Mobile Device 5.8%
Inferred Age 25-34
Display in grocery store or pharmacy 34.4%
Specific store or restaurant 42.6%
Online 15.3%
Mobile Device 7.7%
Inferred Age 35-44
Display in grocery store or pharmacy 45.7%
Specific store or restaurant 38.9%
Online 10.4%
Mobile Device 4.9%
Inferred Age 45-54
Display in grocery store or pharmacy 41.6%
Specific store or restaurant 39.4%
Online 13.7%
Mobile Device 5.3%
Inferred Age 55-64
Display in grocery store or pharmacy 52.1%
Specific store or restaurant 33.3%
Online 12.8%
Mobile Device 1.8%

23. Inferred Age 65+
Display in grocery store or pharmacy 48.6%
Specific store or restaurant 37.1%
Online 13.0%
Mobile Device 1.2%

24. Are your gift card purchases typically last minute?
One a scale of 1 being “Not last minute - always planned” and 5 being “Last minute - never planned”
All Respondents
1 - Not last minute – Always Planned 28.2%
2 12.7%
3 30.5%
4 13.0%
5 – Last minute – Never Planned 15.6%
Insights
Among people earning $25-49k, those in the US South answered higher on the scale, meaning more last
minute purchases, than those in the US Northeast.
2.9
2.4
Among women, those in the South answered higher on the scale than those in the US Northeast.
2.9
2.5
Female
1 - Not last minute – Always Planned 29.8%
2 11.3%
3 31.7%
4 12.7%
5 – Last minute – Never Planned 14.5%
Male
1 - Not last minute – Always Planned 27.1%
2 14.2%
3 28.4%
4 13.3%
5 – Last minute – Never Planned 17.1%
US West Region
1 - Not last minute – Always Planned 25.7%

25. 2 8.1%
3 25.7%
4 17.6%
5 – Last minute – Never Planned 23.0%
US Midwest Region
1 - Not last minute – Always Planned 26.7%
2 21.2%
3 28.8%
4 5.2%
5 – Last minute – Never Planned 18.1%
US Northeast Region
1 - Not last minute – Always Planned 25.5%
2 14.9%
3 34.0%
4 12.8%
5 – Last minute – Never Planned 12.8%
US South Region
1 - Not last minute – Always Planned 29.8%
2 13.7%
3 27.1%
4 16.3%
5 – Last minute – Never Planned 12.1%
Income $0-24k
1 - Not last minute – Always Planned 34.8%
2 7.4%
3 21.9%
4 14.9%
5 – Last minute – Never Planned 21.1%
Income $25-34k
1 - Not last minute – Always Planned 27.9%
2 12.7%
3 32.1%
4 12.9%
5 – Last minute – Never Planned 14.4%

26. Income $50-74K
1 - Not last minute – Always Planned 28.6%
2 14.5%
3 32.0%
4 12.5%
5 – Last minute – Never Planned 12.3%
Income $75-99k
1 - Not last minute – Always Planned 28.1%
2 10.5%
3 30.9%
4 14.6%
5 – Last minute – Never Planned 15.9%
Income $100k+
1 - Not last minute – Always Planned 40.0%
2 10.0%
3 30.0%
4 10.0%
5 – Last minute – Never Planned 10.0%
Inferred Age 18-24
1 - Not last minute – Always Planned 37.5%
2 12.9%
3 18.2%
4 10.2%
5 – Last minute – Never Planned 21.3%
Inferred Age 25-34
1 - Not last minute – Always Planned 25.1%
2 14.4%
3 33.6%
4 13.7%
5 – Last minute – Never Planned 13.3%
Inferred Age 35-44
1 - Not last minute – Always Planned 31.5%
2 11.0%
3 29.1%
4 11.5%
5 – Last minute – Never Planned 17.0%

27. Inferred Age 45-54
1 - Not last minute – Always Planned 26.9%
2 11.9%
3 32.5%
4 16.4%
5 – Last minute – Never Planned 12.3%
Inferred Age 55-64
1 - Not last minute – Always Planned 21.1%
2 12.7%
3 38.7%
4 14.5%
5 – Last minute – Never Planned 13.0%
Inferred Age 65+
1 - Not last minute – Always Planned 33.8%
2 10.0%
3 28.6%
4 9.2%
5 – Last minute – Never Planned 18.4%

28. How much do you typically spend on a single gift card?
Insights
Age affected how much people spend on gift cards.
18-24 $21.50
25-34 $20.00
35-44 $29.80
55-64 $32.60
Group Average spend
All Respondents $26.40
Female $26.70
Male $26.00
US West Region $26.00
US Midwest Region $26.10
US Northeast Region $26.50
US South Region $25.70
Income $0-24k $25.00
Income $25-49k $27.10
Income $50-74k $24.30
Income $75-99k $25.30
Income $100k+ $27.60
Inferred Age 18-24 $21.50
Inferred Age 25-34 $20.00
Inferred Age 35-44 $29.80
Inferred Age 45-54 $27.20
Inferred Age 55-64 $32.60
Inferred Age 65+ $23.90

29. Which feature is most important for a gift card?
All Respondents
Price 48.4%
Selection 24.3%
Personalization 14.2%
Card Design 10.8%
Card Packaging 2.3%
Insights
Among women, those aged 18-24 picked Price more than those aged 45-54.
18-24 61.2%
45-54 37.2%
Female
Price 44.7%
Selection 25.7%
Personalization 15.1%
Card Design 12.0%
Card Packaging 2.5%
Male
Price 52.8%
Selection 21.7%
Personalization 14.8%
Card Design 8.6%
Card Packaging 2.2%
US West Region
Price 51.0%
Selection 25.1%
Personalization 14.0%
Card Design 8.5%
Card Packaging 1.5%
US Midwest Region
Price 51.0%
Selection 22.1%
Personalization 16.2%
Card Design 8.8%

30. Card Packaging 1.9%
US Northeast Region
Price 45.8%
Selection 26.5%
Personalization 12.4%
Card Design 12.9%
Card Packaging 3.5%
US South Region
Price 48.1%
Selection 22.4%
Personalization 14.1%
Card Design 12.8%
Card Packaging 2.5%
Income $0-24k
Price 42.9%
Selection 27.6%
Personalization 13.8%
Card Design 10.8%
Card Packaging 4.8%
Income $25-49k
Price 48.5%
Selection 25.3%
Personalization 13.7%
Card Design 9.9%
Card Packaging 2.6%
Income $50-74k
Price 48.5%
Selection 20.1%
Personalization 16.8%
Card Design 12.8%
Card Packaging 1.7%
Income $75k-99k
Price 53.8%
Selection 22.8%
Personalization 13.8%
Card Design 9.6%
Card Packaging 0.0%

31. Income $100k+
Price 28.6%
Selection 28.6%
Personalization 42.9%
Card Design 0%
Card Packaging 0%
Inferred Age 18-24
Price 56.2%
Selection 12.5%
Personalization 14.2%
Card Design 14.4%
Card Packaging 2.7%
Inferred Age 25-34
Price 52.9%
Selection 24.2%
Personalization 11.9%
Card Design 9.0%
Card Packaging 1.9%
Inferred Age 35-44
Price 55.3%
Selection 23.1%
Personalization 12.7%
Card Design 5.9%
Card Packaging 3.0%
Inferred Age 45-54
Price 41.6%
Selection 28.1%
Personalization 19.2%
Card Design 10.3%
Card Packaging 0.8%
Inferred Age 55-64
Price 50.3%
Selection 24.2%
Personalization 14.6%
Card Design 10.0%
Card Packaging 0.8%

32. Inferred Age 65+
Price 32.9%
Selection 31.3%
Personalization 15.9%
Card Design 14.2%
Card Packaging 5.6%

33. What occasions do you use gift cards for?
Respondents could choose multiple answers.
All Respondents
Birthdays 45.3%
Christmas 41.7%
None of the Above 35.0%
Graduations 18.3%
Weddings 14.9%
Coach or Teacher Gift 7.2%
Insights
The US South Region chose Christmas more than the US West Region.
46.9%
31.6%
Women picked Birthdays more than men.
51.0%
Among women, those aged 65+ picked Graduations 2x more than those aged 55-64.
36.9%
36.6%
17.9%
Among women, those in the US Midwest picked Christmas more than those in the US Northeast.
49.7%
30.0%
Age affected how many people chose Christmas.
18-24 33.1%
25-34 31.6%
45-54 47.2%

34. 55-64 49.8%
65+ 51.7%
Female
Birthdays 50.4%
Christmas 45.6%
None of the Above 31.0%
Graduations 19.1%
Weddings 17.4%
Coach or Teacher Gift 6.7%
Male
Birthdays 36.8%
Christmas 35.7%
None of the Above 40.1%
Graduations 14.4%
Weddings 9.7%
Coach or Teacher Gift 6.9%
US West Region
Birthdays 42.3%
Christmas 36.6%
None of the Above 41.0%
Graduations 20.7%
Weddings 15.0%
Coach or Teacher Gift 7.5%
US Midwest Region
Birthdays 47.2%
Christmas 44.8%
None of the Above 32.3%
Graduations 21.0%
Weddings 18.1%
Coach or Teacher Gift 4.8%
US Northeast Region
Birthdays 46.9%
Christmas 39.5%
None of the Above 36.7%
Graduations 12.4%
Weddings 11.3%
Coach or Teacher Gift 10.2%
US South Region
Birthdays 45.3%
Christmas 44.1%

35. None of the Above 32.1%
Graduations 17.9%
Weddings 14.5%
Coach or Teacher Gift 7.3%
Income $0-24k
Birthdays 40.3%
Christmas 43.7%
None of the Above 32.8%
Graduations 18.5%
Weddings 13.4%
Coach or Teacher Gift 10.9%
Income $25-49k
Birthdays 47.8%
Christmas 46.9%
None of the Above 32.2%
Graduations 19.3%
Weddings 16.5%
Coach or Teacher Gift 6.7%
Income $50-74k
Birthdays 41.4%
Christmas 31.6%
None of the Above 42.2%
Graduations 15.2%
Weddings 12.9%
Coach or Teacher Gift 5.9%
Income $75-99k
Birthdays 50.0%
Christmas 32.0%
None of the Above 36.0%
Graduations 24.0%
Weddings 14.0%
Coach or Teacher Gift 12.0%
Income $100k+
Birthdays 36.4%
Christmas 36.4%
None of the Above 36.4%
Graduations 9.1%
Weddings 9.1%
Coach or Teacher Gift 9.1%
Inferred Age 18-24
Birthdays 41.9%
Christmas 33.3%
None of the Above 40.2%

36. Graduations 14.5%
Weddings 8.5%
Coach or Teacher Gift 8.5%
Inferred Age 25-34
Birthdays 40.9%
Christmas 31.4%
None of the Above 38.0%
Graduations 10.2%
Weddings 10.2%
Coach or Teacher Gift 5.1%
Inferred Age 35-44
Birthdays 46.4%
Christmas 41.2%
None of the Above 35.1%
Graduations 18.6%
Weddings 14.4%
Coach or Teacher Gift 15.5%
Inferred Age 45-54
Birthdays 46.7%
Christmas 47.3%
None of the Above 33.7%
Graduations 16.6%
Weddings 13.6%
Coach or Teacher Gift 5.9%
Inferred Age 55-64
Birthdays 49.0%
Christmas 49.5%
None of the Above 28.0%
Graduations 19.5%
Weddings 18.5%
Coach or Teacher Gift 4.5%
Inferred Age 65+
Birthdays 50.0%
Christmas 50.0%
None of the Above 31.7%
Graduations 30.5%
Weddings 24.4%
Coach or Teacher Gift 1.2%

37. Spending Data
Gift card recipients receiving an Open-Loop gift card, such as Visa® Gift Card, that can be used anywhere
the recipient pleases used their cards with the following types of merchants.
Consumer Gift Card Usage by Spend
20.1% Grocery Stores, Supermarkets
10.4% Eating Places, Restaurants
7.5% Department Stores
6.6% Discount Stores
6.5% Automotive Parts and Accessories Stores
5.8% Fast Food Restaurants
4.6% Electronics Stores
4.0% Miscellaneous Specialty Retail
3.5% Women’s Ready-To-Wear Stores
3.1% Home Supply Warehouse Stores
3.1% Sporting Goods Stores
2.9% Family Clothing Stores
2.6% Men’s, Women’s Clothing Stores
2.6% Shoe Stores
2.6% Book Stores
2.3% Drug Stores and Pharmacies
1.8% Hobby, Toy, and Game Shops
1.6% Miscellaneous Apparel and Accessory Shops
1.4% Video Amusement Game Supplies
1.3% Miscellaneous Home Furnishing Specialty Stores
1.3% Women’s Accessory and Specialty Shops
1.3% Gift, Card, Novelty, and Souvenir Shops
1.1% Sports and Riding Apparel Stores
1.0% Furniture, Home Furnishings, and Equipment Stores, Except Appliances
1.0% Variety Stores
Corporate Incentive Card Usage by Spend
23.6% Grocery Stores, Supermarkets
14.0% Eating Places, Restaurants
8.0% Automotive Parts and Accessories Stores
6.4% Fast Food Restaurants
5.6% Department Stores
5.4% Discount Stores
4.3% Electronics Stores
4.0% Home Supply Warehouse Stores

38. 3.4% Miscellaneous Specialty Retail
2.9% Sporting Goods Stores
2.5% Drug Stores and Pharmacies
2.3% Family Clothing Stores
1.9% Book Stores
1.8% Shoe Stores
1.8% Service Stations
1.6% Women’s Ready-To-Wear Stores
1.5% Insurance Underwriting, Premiums
1.3% Package Stores-Beer, Wine, and Liquor
1.3% Furniture, Home Furnishings, and Equipment Stores, Except Appliances
1.2% Men’s, Women’s Clothing Stores
1.2% Miscellaneous Home Furnishing Specialty Stores
1.1% Miscellaneous Food Stores - Convenience Stores and Specialty Markets
1.0% Hobby, Toy, and Game Shops
1.0% Variety Stores
1.0% Sports and Riding Apparel Stores
Consumer Gift Card Usage by Transactions
18.5% Fast Food Restaurants
18.0% Grocery Stores, Supermarkets
11.6% Automotive Parts and Accessories Stores
10.3% Eating Places, Restaurants
5.4% Discount Stores
4.1% Department Stores
3.4% Drug Stores and Pharmacies
3.0% Miscellaneous Specialty Retail
2.4% Women’s Ready-To-Wear Stores
2.4% Book Stores
1.9% Family Clothing Stores
1.8% Electronics Stores
1.7% Men’s, Women’s Clothing Stores
1.7% Home Supply Warehouse Stores
1.6% Miscellaneous Food Stores - Convenience Stores and Specialty Markets
1.5% Sporting Goods Stores
1.4% Motion Picture Theaters
1.4% Shoe Stores
1.3% Hobby, Toy, and Game Shops
1.2% Record Stores
1.2% Gift, Card, Novelty, and Souvenir Shops
1.1% Miscellaneous Apparel and Accessory Shops
1.0% Women’s Accessory and Specialty Shops

39. 1.0% Package Stores-Beer, Wine, and Liquor
0.9% Video Tape Rental Stores
Corporate Incentive Card Usage by Transactions
16.5% Grocery Stores, Supermarkets
15.7% Fast Food Restaurants
11.2% Direct Marketing - Subscription
11.0% Automotive Parts and Accessories Stores
9.6% Eating Places, Restaurants
4.6% Direct Marketing - Inbound Tele
3.7% Discount Stores
3.6% Miscellaneous Specialty Retail
3.1% Cosmetic Stores
2.9% Drug Stores and Pharmacies
2.2% Department Stores
2.1% Miscellaneous General Services
1.7% Home Supply Warehouse Stores
1.5% Miscellaneous Food Stores - Convenience Stores and Specialty Markets
1.2% Book Stores
1.1% Electronics Stores
1.1% Family Clothing Stores
1.0% Service Stations
1.0% Package Stores-Beer, Wine, and Liquor
1.0% Direct Marketing - Other
0.9% Sporting Goods Stores
0.8% Variety Stores
0.7% Women’s Ready-To-Wear Stores
0.7% Shoe Stores
0.7% Motion Picture Theaters