Preferred Presents: Branded Gift Cards Top Choice May 22, 2008 Survey shows branded cards most popular gift among friends and family
By Jeanie Casison
More than 8,000 consumers made it clear that branded gift cards are a favorite gift among friends and family. A survey commissioned by the Network Branded Prepaid Card Association (NBPCA) and conducted by Professor Dan Horne of Providence College confirmed that branded gift cards—those bearing an American Express, Discover, MasterCard or Visa logo—bring high levels of emotional value for recipients.
"Branded gift cards are no longer thought of as a 'convenience' or 'utility' gift as recipients express high levels of emotional value from receiving the cards," says Professor Horne. "People prefer the experience of receiving a branded gift card to receiving cash or traditional gifts. They fantasize about what they will buy and enjoy the freedom to pick out something themselves."
The largest and most comprehensive study of its kind provides insight into the popularity of branded gift cards. According to the findings, more than 90 percent of respondents appreciated the freedom to choose their perfect gift, and 75 percent suggested they prefer to pick out their own gifts when given a choice. Additionally, more than 64 percent of respondents suggested that gift cards are better than traditional gifts, and 50 percent thought that gift cards are better than receiving cash.
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