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ACEC’s August 2004 survey on Gift Cards

Universes: American Adults
N= 1,000 Adults Nationwide &
Margin of Error: +3.1% for national survey
Survey Length: 40 questions
Survey Date: National: August 27-29, 2004
Research Goals:

  1. Measure consumer perceptions of gift cards as both giver and recipient.
  2. Understand consumer perceptions of gift cards as they relate to alternatives like cash or traditional gifts.
  3. Measure attitudes about value of the product in relation to the fees that are charged.

Do you generally have a positive or negative feeling about gift cards, or do you not have a feeling either way?

Natl
50 Total Positive
5 Total Negative

Have you ever received a gift card as a present?

Natl
74 Yes
25 No
1 Unsure/Refused

In the past year, about how many gift cards have you received?

Natl
3.8 Mean

Do you like receiving gift cards, or not?

Natl
86 Yes, like receiving
9 No, do not like receiving
5 Unsure/Refused

Which ONE best describes you:

Natl
39 I would prefer receiving traditional gifts at the holidays or on my birthday.
Or…
45 I would prefer receiving gift cards at the holidays or on my birthday.
16 Unsure/Refused

As you may know, there are different types of gift cards. Some gift cards can be used at a specific retailer or restaurant, and others can be used at almost any type of retailer or restaurant. Which type of gift card do you most prefer?

Natl
29 Specific retailer or restaurant
64 Any type of retailer or restaurant
8 Unsure/Refused

Which type of gift card do you receive most?

Natl
76 Specific retailer or restaurant
19 Any type of retailer or restaurant
5 Unsure/Refused

Have ever received a gift card with these attributes?

  Sample Have received Have not received Unsure/Refused
a gift card with a Visa or MasterCard logo Natl 18 79 3
a gift card with your name imprinted on it Natl 32 67 1
a gift card with a personalized greeting or message imprinted on it Natl 29 69 2

Generally speaking, how long after you receive it does it take you to use a gift card completely?

Natl
38 less than one month
18 two months
12 three months
4 four months
1 five months
11 six months
* seven months
* eight months
1 nine months
8 ten months
1 eleve months
6 one year
3 more than one year
5 unsure/refused

Does this statement apply to you?
So that I don’t forget about it, I generally try to use my gift card soon after I receive it.

Natl
66 Total Agree
32 Total Disagree

What is the most important reason you like receiving gift cards?

  Sample Most Important Reason An Important Reason Not a Reason Unsure/Refused
Gift cards allow me to choose the gift I most want. Natl 56 33 11 *
Gift cards are wallet sized and are easy to carry. Natl 27 38 34 1
Gift cards are more convenient than receiving a check. Natl 36 32 31 2
Gift cards eliminate the chance a family member or friend will give me a gift that I must pretend to like. Natl 41 32 27 1

Generally speaking, has your experience with gift cards been positive or negative?

Natl
92 Total Positive
5 Total Negative

Have you ever purchased a gift card for a friend, family member or co-worker?

Natl
68 Yes
31 No
1 Unsure/Refused

In the past year, about how many gift cards have you given as presents?

Natl
4.8 Mean

Do you plan to buy any gift cards as holiday presents this year?

Natl
50 Yes
36 No
14 Unsure/Refused

What are the most important reasons you buy gift cards as presents?

  Sample Most Important Reason An Important Reason Not a Reason Unsure/Refused
Gift cards are good for people who are difficult to buy presents for. Natl 66 30 4 *
Gift cards are safer than giving cash or checks. Natl 38 35 26 2
Gift cards are convenient gifts for family or friends living out of town Natl 47 41 11 1
Gift cards give the recipient more flexibility and the choice to get something they truly want. Natl 62 34 4 *
Gift cards eliminate the potential awkwardness that comes when the recipient does not like the gift. Natl 41 40 18 1

Which ONE best describes you:

Natl
55 I would prefer giving traditional gifts at the holidays or on birthdays
Or…
34 I would prefer giving gift cards at the holidays or on birthdays
11 unsure/refused

As you may know, there are different types of gift cards. Some gift cards can be used at a specific retailer or restaurant, and others can be used at almost any type of retailer or restaurant. Which type of gift card do you give the most?

Natl
69 Specific retailer or restaurant
28 Any type of retailer or restaurant
4 Unsure/Refused

In addition to gift cards, some people give cash or checks as gifts. Which ONE do you think is safer to give as a gift?

Natl
57 gift cards
16 cash
20 checks
7 unsure/refused

Overall, do you think gift cards are a good deal or a bad deal for consumers?

Natl
81 good deal
7 good deal
12 unsure/refused

Generally speaking, when you have received gift cards, how aware were you about the possible uses, features, and fees that were a part of the card – very aware, somewhat aware, not very aware, or not at all aware?

Natl
56 Total Aware
42 Total Not Aware

As you may know, most gift cards have small fees that pay for maintaining the systems that allows the cards to be used and sometimes having the cards personalized and mailed.

With this in mind, do you think gift cards are a good deal or a bad deal for consumers?

Natl
56 good deal
31 bad deal
13 unsure/refused

Would increased regulations on gift cards increase the cost of gift cards, decrease the cost of gift cards, or have no impact?

Natl
50 increase the cost
6 decrease the cost
24 have no impact
20 unsure/refused

Which ONE do you think is more likely if elected officials increase regulations on gift cards...

Natl
21 Consumers will have more options and lower prices
or
60 Consumers will have fewer options and higher prices
20 Unsure/refused

ACEC Survey Sampling Characteristics

Age of Respondents
Natl CA MA NY Unsure/Refused  
8         18-24 years
14         25-34
18         35-44
19         45-54
15         55-64
20         65+
6         Refused

Gender
Natl
48 Male
52 Female

Sampling by Region
19 Northeast
22 Midwest
36 South
23 West