Online shoppers are increasingly giving gift cards – especially when planning to shop late in the season – and using their mobile phones to buy them this year, according to a survey from CashStar.
Fifty-four percent of online shoppers will buy gift cards this year, and 76% plan to give more than one, according to a poll of shoppers by the digital incentive company. The poll surveyed 842 consumers last month about their holiday shopping plans.
“This consumer demand will inevitably encourage retailers to deliver personalized, digital e-gifting solutions that their customers can access conveniently through the channel of their choice, be it online or through their mobile phone,” said David Stone, CEO of CashStar, via e-mail.
Convenience is the main consumer draw of gift cards. Seventy-one percent of respondents said buying a personalized discount card online is more convenient than buying a plastic version in a store. The survey also found one-fifth (20%) of shoppers are interested in buying e-gift cards through their mobile devices.
Shoppers are also responding most strongly to incentives. The survey found nearly nine in 10 (89%) said they would be more likely to buy a gift card if it comes with a perk, such as a buy-one-get-one-free offer. Seven in 10 (70%) of consumers said they would choose another brand if a company does not offer an online gift card for last-minute shopping. Eighty-three percent said offering an e-gift card would improve a retailer’s image in their eyes.
“Retailers who do not provide these types of offerings will risk losing sales and customer loyalty, especially during the most critical sales season,” said Stone.
