• Brandweek , Friday, September 5, 2008 10:16 AM

The main reason consumers don't purchase gift cards is a perception that they are impersonal, according to a study to be released next week by the National Research Network. While the ailing economy may affect the monetary amount given in gift cards this holiday season, the study notes that more than half of consumers say they plan to purchase at least one card.

"Marketers should focus on personalizing the gift cards," says Keith Maladra, vp of consumer intelligence at the firm. He adds that doing so will require a better understanding of the target markets and what appeals to them.

The study also finds that half of gift card recipients typically spend more than the gift card amount when redeeming it. Additionally, 15% of gift card recipients spend less than the total gift card amount, giving the card issuer a benefit.

Read the whole story at Brandweek »