美國消費者的禮券購買與使用

Abstract

The Hartman Group, Inc. has teamed up with respected shopper survey experts, A National Research Network, to explore consumer trends, attitudes and behaviors with regard to gift card purchases this upcoming holiday season. Learn the differences between receiving and giving gift cards, the most popular types of cards consumers plan to buy, where gift cards are most often purchased, how many gift cards consumers typically buy and how much they plan to spend, on average, per gift card.

Gift Cards Purchase & Redemption, Pre-Holiday Outlook 2008 is the authoritative marketplace report for companies currently involved with or planning a gift card-based incentive or loyalty program. Gift cards have rendered the gift certificate virtually obsolete and have surpassed cash as the answer to "what to give."

What' s Inside

Gift Cards Purchase & Redemption, Pre-Holiday Outlook 2008 looks at consumer attitudes and behaviors across a variety of demographic indicators. Specifically, the report details:

• Consumers' gift card spending behavior this year compared to last
• Impact of current economic conditions on planned gift card purchases for the 2008 holiday shopping season
• Consumers overall attitudes towards gift cards (giving and receiving)
• The most popular types of gift cards
• Top occasions for gift card purchases (giving and receiving)
• Channels at which consumers purchase gift cards (including multiple gift card racks or kiosk)
• Length of time consumers hold onto gift cards before redemption
• Consumer tendency to spend more or less than the gift card amount

Table of Contents

List of Figures & Tables iv

Introduction 1

Chapter I. Key Findings 3

• Ten Key Findings 3

Chapter II. Consumer Purchasing Behavior 6

• Demographics of Consumers Who Purchase Gift Cards 6
• Demographics of Gift Card Recipients 10
• Purchasing Process 13
• Occasions for Giving Gift Cards 13
• Most Popular Types of Gift Cards 15
• Gift Card Kiosks 20

Chapter III. Consumer Attitudes 23

• Receiving Gift Cards 23
• Giving Gift Cards 25

Chapter IV. Gift Card Usage 29

• Spending Habits 29
• Types of Merchandise Consumers Purchase with Gift Cards 31
• Re-Loadable Gift Cards 33

Chapter V. Gift Card Trends 34

• Trends over the Past Year 34
• Looking Forward 37

Chapter VI. Conclusions 41

Appendix I . Methodology 43

• Quantitative Methodology 43
• Qualitative Methodology 43

List of Figures & Tables

• Figure 1. Have you bought a gift card in the past 12 months? (Among All Consumers) 6
• Figure 2. Average Number of Gift Cards Consumers Purchased Within the Past 12 Months by Age (Among Those Who Purchased a Gift Card within the Past Year) 8
• Figure 3. Average Amount Consumers Spent per Gift Card over the Past Year by Household Income (Among Consumers Who Purchased a Gift Card within the Past 12 Months) 10
• Figure 4. Average Number of Gift Cards Received Over the Past Year by Age (Among Consumers Who Received a Gift Card within the Past 12 Months) 12
• Figure 5. For Whom Did You Buy a Gift Card(s) in the Past 12 Months? (Among Consumers Who Purchased a Gift Card within Past 12 Months) 12
• Figure 6. For What Occasion(s) Did You Buy Gift Card(s) in the Past 12 Months? (Among Consumers Who Purchased a Gift Card within Past 12 Months) 14
• Figure 7. Types of Gift Cards Purchased Within the Past Year (Among Consumers Who Purchased a Gift Card within Past Year) 15
• Figure 8. Types of Gift Cards Received Over the Past Year by Gender (Among Consumers Who Received a Gift Card within the Last 12 Months) 18
• Figure 9. Average Household Income of Gift Card Recipients (Among Those Who Received a Gift Card within the Past 12 Months) 19
• Figure 10. Have you bought a re-loadable gift card (i.e., Starbucks) in the past 12 months? (Among Consumers Who Purchased a Gift Card within the Past 12 Months) 20
• Figure 11. Amount of Gift Cards Purchased From a Gift Card Kiosk, Among All Cards Bought Within Last 12 Months (Among Consumers Who Purchased a Gift Card within the Past Year) 21
• Figure 12. Locations at Which Consumers Purchase Gift Cards from Multiple Gift Card Racks (Among Consumers Who Purchased at Least One Gift Card From a Multiple Gift Card Rack within the Past Year) 22
• Figure 13. Do you like to receive gift cards? (Among All Consumers) 23
• Figure 14. Do you like to give gift cards? (Among All Consumers) 25
• Figure 15. Level of Agreement with Statements About Gift Cards (Among Consumers Who Like Giving Gift Cards) 26
• Figure 16. Level of Agreement with Statements About Gift Cards (Among Consumers Who Don' t Like Giving Gift Cards) 27
• Figure 17. Gift Cards as a Prompt to Try Something New (Among Consumers Who Received a Gift Card within the Past 12 Months) 30
• Figure 18. Length of Time Consumers Typically Hold Onto Gift Cards Before Spending Them (Among Consumers Who Have Ever Owned a Gift Card) 31
• Figure 19. Departments at a Department Store or Discount Store at Which Consumers Would Most Likely Spend a Gift Card (By Gender, Among All Consumers) 32
• Figure 20. Have you reloaded your gift card since you received it? (Among Consumers Who Received a Re-Loadable Gift Card within the Past 12 Months) 33
• Figure 21. Change in Spend on Gift Cards This Year vs. Last Year (Among All Consumers) 35
• Figure 22. Number of Gift Cards Purchased This Year Compared to Last Year (Among All Consumers) 36
• Figure 23. Types of Gift Cards Consumers Anticipate Purchasing for This November / December Holiday Season (Among Consumers Who Are Likely to Purchase Gift Cards This Holiday Season) 39

• Table 1. Have you bought a gift card in the past 12 months? (Among All Consumers, by Demographics) 7
• Table 2. Average Number of Gift Cards Consumers Purchased Within the Past 12 Months (Among Those Who Purchased a Gift Card within the Past Year) 8
• Table 3. Total and Average Amount Consumers Spent on Gift Cards Over the Past Year (Among Consumers Who Purchased a Gift Card within the Past 12 Months) 9
• Table 4. Have you received a gift card in the past 12 months? (Among All Consumers) 11
• Table 5. Consumers' Typical Spending Behavior When Using a Gift Card (Among Consumers Who Have Ever Owned a Gift Card) 30
• Table 6. Percent of Consumers Who Are Likely to Purchase a Gift Card This November and December Holiday Season 38