DAILY NEWS Feb 28, 2013 1:40 PM - 0 comments

InComm Canada Survey Discovers What's Driving Gift Card Sales

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ATLANTA, GA 2013-02-28

Variety, convenience, ease of use and last-minute gifting are the primary reasons more and more Canadian consumers are buying gift cards, reportsInComm, an Atlanta-headquartered prepaid product and transaction services company.

InComm's just-released "Gift Card Usage and Attitudes Research" report reveals the findings of a survey into the 2012 gift card spending patterns of Canadian consumers. Conducted by market research company Northstar on behalf of InComm, the survey was conducted at the end of November 2012. The report includes information compiled from a sample of more than 1,000 respondents. Findings include:

  • Gift cards are popular purchases among Canadian consumers, with respondents reporting they bought an average of 10.6 gift cards for other people in 2012
  • The top three categories that consumers purchased both for themselves and for others are department stores, restaurant/dining and fast food
  • Financial, online gaming, wireless airtime and long-distance were the most popular categories of cards purchased for self-use
  • While financial and home improvement cards do not rank among the most frequenly purchased cards, respondents tend to spend the most amount of money per card on these categories
  • Though convenience and last-minute gifting were cited as motivation for buying gift cards, approximately two-thirds of respondents indicated they make a special trip to the store to purchase them; they also reported a lot of thought and planning go into their purchases, with 83 percent carefully choosing the type of gift cards they give to each person
  • Christmas and Hanukkah season are the most popular times to purchase gift cards
  • 74 percent of consumers believe "gift cards are a good gift idea for those who may be difficult to shop for"
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