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2016 Corporate Gift Card Trend Study

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Featuring Results From Two National Studies On Gift Card Usage

GiftCard Partners first conducted a survey of direct buyers who purchased gift cards for their employee base. Then it commissioned Shipiro+Raj, a research firm with more than 50 years of experience at the forefront of conducting behavior and opinion research, for the second survey aimed at understanding consumer gift card behavior.

Research Overview

Study 1: Consumer Gift Card Receipt And Redemption

The first study was aimed at understanding consumer gift card behavior. The objectives of the Gift Card Receipt and Redemption study were:

  • To understand the role gift cards play in driving awareness, new customers, incremental visits and new business
  • Specifically examine B2B gift card usage and behavior
  • Understand the incidence and frequency of gift card receipt and redemption
  • Explore retail gift card behavior

Study 2: Direct Buyers Gift Card Needs

The second study was focused on companies who purchased gift cards for their employee base. These companies purchase gift cards in bulk for their employees, members or other constituents.

Direct buyers purchase gift cards as incentives and rewards for employee recognition programs, motivation, health and wellness programs. The objectives of the Direct Buyers Gift Card Needs study were to: 

  • Understand gift card purchasing habits of direct customers (B2B versus consumer)
  • Uncover the most popular incentive programs
  • Identify preferred gift card categories
  • Ascertain purchase intent and when they’re most likely to purchase gift cards
  • Gain insight into their gift card budgets