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Omnichannel commerce, billing and payments solutions for large merchants and corporates
TRENDING: #brandedcurrency
2018 Prepaid Consumer Insights Study
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2,003
Respondents
100%
18+ years old
2018
October
Our 2018 Consumer Insights Study takes a look at trends in branded currency and how you might leverage them this year. We've also added a new demographic, Linksters, to the mix:
Linksters
Age 18-23
Socializers
Age 24-37
MTV® Generation
Age 38-53
Maturists
Age 54+
What
#physicalFTW
The average number of physical gift cards received has increased YOY, again. And those surveyed still prefer to give and receive physical gift cards over digital ones.
Receivers by age - 2018
Physical Only
E-Card Only
Both
Purchasers by age - 2018
Physical Only
E-Card Only
Both
Consumers surveyed prefer physical branded currency because it’s more personal and easier to use.
They also prefer digital branded currency because it can be sent instantly and purchasing is more convenient.
See why physical gift cards are still dominating digital gift cards #physicalFTW
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Why
#whatstheoccasion
Consumers surveyed love to give gift cards, more than any other gift.
Linksters
47%
would prefer to have a physical gift card over a traditional gift. They’re also the most open to e-gift cards than any other generation.
55%
Amount of gifting budget consumers say they will spend on gift cards.
33%
spend MORE on a gift card than a traditional gift.
Consumers surveyed love to give gift cards more than any other gift. Make sure your brand is asking: #whatstheoccasion
#ideserveit
64% in 2018 vs 58% in 2017
Self-purchasing spend is on the rise, and the majority of self-purchasers are spending more on themselves than on others.
Average Proportion of Card Spending on Self
2017
2018
Linksters
Age 18-23
Socializers
Age 24-37
MTV Generation
Age 38-53
Maturists
Age 54+
Consider this in your marketing campaigns and designs.
When buying for ourselves, we spend more on Fast Casual Restaurants than any other vertical.
Consumers spend more money on gift cards for themselves than others, loudly proclaiming #ideserveit. See the stats.
Where
Up to 50%
#bewheretheyare
This split is fairly even across channels, so it’s important to consider this in your strategy.
Online-only merchants attract the largest consumers of e-gift cards. A relatively large number of physical cards are used here too.
Up to 50%
of Socializers
have an increasing interest in buying gift cards through a bank website or mobile app.
There's a lot of channels consumers are looking to buy and use gift cards. Get the report and #bewheretheyare
How Often
#timetoreload
33%
About 1/3 of consumers reloaded a gift card.
Linksters are reloading the most.
61%
Linksters
Age 18-23
47%
Socializers
Age 24-37
26%
MTV Generation
Age 38-53
20%
Maturists
Age 54+
Consumers are reloading online or via mobile app.
38%
are interested in receiving notifications about their gift card balance and special offers by email.
Make sure you're using email to let consumers know it's #timetoreload their gift cards.
How Much
#liftisup
$59
average amount spent over the value of the gift card.
80%+
of consumers with a Fine Dining, Fast Casual Restaurant or Drug Store gift card spent more than the value of their card.
Supermarket gift cards are redeemed the most at
94%
And compared to all other business types, consumers overspend the most with a Supermarket gift card ... by $56.
It's an exciting time for companies who leverage gift cards because #liftisup. See how much!
What’s the value?
Gift cards bring a ton of value to consumers, so make sure you understand the value they can bring to your business as well.
Linksters
Linksters are the largest segment buying physical gift cards and the most open minded to digital cards. Having a strategy to reach them when/how/where they want is key.
Branded Currency Strategy
Do you have one? Is it up to date? From increasing revenue to growing margins to capturing data, make sure that you're leveraging current market opportunities.
Make Sure They're Gifting You
For the 5th year in a row, lift is on the rise. Knowing that consumers love to give gift cards over traditional gifts means you'll want to make sure they're gifting you.
Are you gift card ready?
We can help you get there.
Data cited in this publication is the result of the 2018 Consumer Insights Study conducted by First Data.