Who are Online Gift Card Purchasers & What Do They Really Think about Their Purchase Experiences?

By Gerry Gilbert, vice president, product, CashStar

With the gift card market growing, merchants want to know who their gift card purchasers are.

It hardly comes as a surprise that gift cards are an increasingly important offering for merchants of all sizes. According to the CEB TowerGroup 2015 Gift Cards Report, overall gift card sales reached $129.7 billion in 2015, with digital gift cards showing the greatest growth of any segment, up 26 percent to $7.1 billion in 2015. While the market is growing and many merchants understand the chief benefits offering gift cards can bring – like new customers, loyalty-building and increased purchase frequency from existing customers – many are left wanting to know more about who these gift card purchasers are and what makes them tick.

To help merchants understand more about the consumers that purchase digital and plastic gift cards online, CashStar and Libran Research & Consulting published a new report titled, “Gift Cards Through the Eyes of Consumers.” The report is based on research conducted in February 2016 and features insights from the more than 800 consumers who purchased gift cards through the CashStar platform and chose to provide feedback about their purchase experience and gift card buying habits. The report investigates who purchases gift cards online, how satisfied they are with the purchase experience, which features are most important to them, and what role gift card promotions play in purchase decisions. Gerry Gilbert reviews a few of the highlights that the report uncovered about today’s online gift card purchasers.

To learn more about “Gift Cards Through the Eyes of Consumers,” please visit: http://go.cashstar.com/Gift_Cards_Through_the_Eyes_of_Consumers_Report.