The survey data found that that 68% of online shoppers agree that buying a gift card online that can be sent via e-mail is more convenient than having plastic cards shipped to the gift card recipient. And 80% of online shoppers said that if their favorite store or restaurant offered a personalized online gift card on their website, they would be more likely to purchase it from that retailer.
Likelihood to Purchase Personalized Giftcard if Offered Online | |
Likelihood | % of Respondents |
Definitely Would Purchase | 13% |
More Likely to Purchase | 24 |
Somewhat Likely | 43 |
Not More Likely | 20 |
Source: CashStar, November 2009 |
The survey says that a key variable for success is personalization. 85% of online shoppers who are planning to give gift cards this holiday season expressed interest in purchasing personalized cards that can be sent securely via e-mail... up from the 50% of previous gift card givers who said "they were not personal enough." 70% said a personalized a gift card is important to them.
Likelihood to Purchase Online, Personalized Gift Card if Instant Send via Secure Email | |
Likelihood | % of Planning Card Givers |
Very likely | 16% |
Likely | 20 |
Somewhat likely | 49 |
Never | 15 |
Source: CashStar, November 2009 |
88% of online shoppers indicated that they would be more likely to purchase a gift card that has an incentive attached (i.e. send a $50 gift card and get a $10 gift card for yourself).
David Stone, CashStar CEO, comments "... retailers understand the benefit of offering a $10 incentive card that drives traffic to the store or site, where the consumer typically spends 60% more than the card's face value."
Additional Survey Findings:
Print-at-home is becoming increasingly popular. Survey respondents print the following at home:
Online shoppers are interested in ‘green' alternatives:
Siblings and friends top gift card recipient list, while restaurants top gift card category. Online shoppers revealed that their top gift card recipients are:
Survey respondents print coupons, boarding passes, concert/movie tickets
and gift cards at home.
Print At Home or Work | |
Item Printed | % of Respondents |
Coupons | 70% |
Boarding passes | 48 |
Concert or movie tickets | 30 |
Gift cards | 14 |
None | 17 |
Source: CashStar, November 2009 |
For more detailed information from the CashStar website, please visit them here, or to get a full copy or the 2009 Pre-Holiday Online Shopper Gift Card Survey results, please go here.
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