The gift of giving gift cards: What it means for marketers

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This post is contributed by Virginia Harvey and Jude Santos who are part of Epsilon’s secondary research team.

Despite all the talk of the season’s hottest gift items and Black Friday and Cyber Monday spending the most requested items during the holiday season has been the same for ninth straight years: gift cards. This year, 58% of shoppers said they would like to receive a gift card according to the National Retail Federation.

Gift cards have become the go-to-present for millions of consumers. In fact, they were the top item purchased during last year’s holiday season outside of food and seasonal decorations.

Gift cards are a popular choice among consumers of all ages as they offer convenience and allow the recipient to choose their own gifts. Digital gift cards are also growing in popularity, as retailers are emphasizing that they can be used both online and in-store. 74% of consumers reported they would buy at least one digital gift card during …

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