Direct Line Blog

Digital gift cards get the short stick

Share this article:

A new report finds that on the eve of the 2010 holiday shopping season, a number of marketers are neglecting the digital version of that now age-old gifting icon: the gift card.

A new survey by RSR Research, sponsored by digital gifting firm CashStar, found that top-tier brands such as Apple, Urban Outfitters and Victoria's Secret are not making use of this digital gift phenomenon.

On the other hand, Home Depot, CVS Caremark and Amazon.com took the top three places in terms of leading digital gift card giving options. American Eagle Outfitters and Sears Holding Corp rounded out the top five.

Given that gift card sales continue to rise - by about 2% in last year's holiday season, according to FirstData - it's surprising that more brands aren't taking advantage of the digital version of these popular cards. I would welcome some feedback on what some of the stumbling blocks are to initiating this tactic.

Share this article:
You must be a registered member of Direct Marketing News to post a comment.
close

Next Article in Direct Line Blog

Sign up to our newsletters

Latest Jobs:


Company of the week

Data Services, Inc. meets the needs of today's data-driven marketer by providing front-end database management and data analytics platforms alongside our expertise in global contact data quality, database building and ongoing maintenance that comes with our 45+ years in business.


Find out more here »

More in Direct Line Blog

Get Ready, New iPhones Change the Game for Marketers

Get Ready, New iPhones Change the Game for ...

Apple's new gadgets not only feed consumers' insatiable desire for video content, but also cast the spotlight on mobile marketers.

The Dawn of Digital Détente?

The Dawn of Digital Détente?

As the Postal Service gets more digital, Silicon Valley gets more analog. Perhaps it's time for a summit meeting.

Customers for Life?

Customers for Life?

Most marketers say customer loyalty is important, but far more are focused on acquisition, says a Forbes study.