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

Sports Box Out the Arts in Brand Sponsorship

Sports Box Out the Arts in Brand Sponsorship

69% of the $19 billion spent on marketing sponsorships in the U.S. last year went to sports. Only 5% went to the arts.

Stepping Stones to Marketing Success

Stepping Stones to Marketing Success

DMN's 2014 40 Under 40 Award winners discuss how their very first job make an impact on their marketing career.

Big Data Enables Bigger (and Hopefully Better) Campaigns

Big Data Enables Bigger (and Hopefully Better) Campaigns

Almost any dataset can improve the effectiveness of a marketing campaign—if used creatively and nimbly.