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Gift cards a bright spot for some retailers and restaurants
2009-04-02
New report by National Research Network and Hartman Group finds gift cards a bright spot for some retailers and restaurants
CHICAGO, IL — Shopping survey experts, National Research Network (NRN) and leading consumer anthropologists The Hartman Group today announced data results revealing that the number of consumers purchasing gift cards increased significantly over the past six months.
Over half (57%) of American consumers say they purchased at least one gift card within the past year, an increase of five percent from six months ago (when last measured). Surveyed during a time when the national unemployment rate is staggering under nine percent and the economic recession continues to linger, gift cards continue to sell. The top three most purchased gift cards are big box retailers, restaurants and department stores.
“Surprisingly even with the unfavorable economic conditions almost half (48%) of gift card recipients spend more than the amount on the gift card,” said Keith Maladra, NRN Vice President, Consumer Intelligence. “We found that gift cards are still encouraging personal spending. In fact, far less (16%) of gift card recipients spend less than the amount on the gift cards.”
“Gift cards are an important element of how gifting itself is changing.” added Michelle Barry, Ph.D., Senior Vice President at The Hartman Group. “For diverse marketers in retail, restaurant and financial services, the opportunity to make the gift card experience more meaningful—both in giving and receiving—is substantial.”
The report finds that while more American consumers are purchasing gift cards, the average amount per gift card has decreased. Consumers who purchased a gift card within the past year spent $46 per gift card, on average, compared to $52 spent on average per gift card between September 2007 and August 2008.
Gift Card Buying Trends compares shopper intentions pre-holiday shopping season with their actual purchase behavior post-holiday 2008. For more information on the NRN-Hartman Group Gift Card Buying Trends: Shopper Intentions and Purchase Behaviors 2009 report please visit: http://www.hartman-group.com/publications/reports/gift-card-buying-trends-shopper-intentions-and-purchase-behaviors-2009.
About NRN
NRN, a National Research Network, is a full service consumer research company focusing on the design, execution, and analysis of consumer research studies. With exclusive access to over 200 shopping malls in 44 states, as well as, NRN’s 150,000 plus member On-line Opinion Club, NRN has one of the largest shopper-centric resources of its kind. Coupled with industry leading analysts and innovative research techniques comprised of Custom Research, In-person Mall Intercept Surveys, The NRN On-line Opinion Club, Consumer Trend Reports, and The Concept Store, NRN is able to deliver research that’s quick, qualified and value driven.
About The Hartman Group, Inc.
At The Hartman Group, located in Bellevue, Washington, leading-edge customized research and consulting blend to reveal the subtle complexities of consumer behavior. Since 1989, The Hartman Group has been listening loudly to the underlying motivations and behaviors that move the needle for clients. To learn more about how The Hartman Group stays sharply focused on what’s going on with consumers, visit: www.hartman-group.com.
# # #Press Contacts:
The Hartman Group
Blaine Becker
Director, Marketing & Communications
Email: blaine@hartman-group.com
Phone: (425) 452-0818, ext. 124
For press inquiries and further information please contact:
For general, non-press related inquiries, please contact info@hartman-group.com
Blaine Becker
Senior Director, Marketing & Business Relations
blaine@hartman-group.com
425-452-0818 ext. 124
For general, non-press related inquiries, please contact info@hartman-group.com
