Digital gift cards get the short stick

Share this content:

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.

DMNotes is DMN's around-the-clock blog. Yes, a blog in 2016.

Bookmark this section and follow our RSS Feed here

close

Next Article in Marketing Strategy

Sign up to our newsletters

Company of the Week

Brightcove is the world's leading video platform. The most innovative and respected brands confidently rely on Brightcove to solve their most demanding communication challenges because of the unmatched performance and flexibility of our platform, our global scale and reliability, and our award-winning service. With thousands of customers and an industry-leading suite of cloud video products, Brightcove enables customers to drive compelling business results.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above