Present Card “Rush” Will Increase Vacation Gross sales Figures

Whereas on-line and retail vacation purchasing gross sales have met or exceeded expectations for many retailers in 2005, there may be one other “rush” for all retailers to organize for: present card redemption.

Based on Hitwise, a web-based intelligence service, the market share of U.S. Web searches containing the phrases “present card” was up 32% for the week ending December 10, 2005 as in comparison with the earlier week. In actual fact, the Nationwide Retail Federation expects present card gross sales to extend 6.6% this vacation season to 18.48 billion {dollars}, with shoppers spending a median of $88 {dollars} on present playing cards or 15.6% of their vacation purchasing funds.

Present certificates have at all times been a well-liked present alternative for the exhausting to please recipient and even for the lazy shopper. For the present giver, it permits a fast buy at no matter retailer or on-line service provider they choose, with a greenback quantity that matches their funds. For the recipient, they’ll choose what they need from a selected service provider and for probably the most half use the cardboard at their comfort.

However for some, giving a present card is a cop-out, reasoning it’s too impersonal and opting handy decide a present and deciding on one thing particular and distinctive for a beloved one or pal. Nonetheless, for some, the present card is the perfect present alternative, with household or associates even suggesting the shop or on-line service provider they like.

For the retailers, it has prolonged the vacation purchasing season as a result of they can not document the sale till the recipient makes use of the present card to make a purchase order. This holds down gross sales figures in November and December, however supplies a lift in January when most playing cards are redeemed. A further increase is supplied by the truth that many of the buyers who redeem their present playing cards usually spend 15% to 50% greater than the face worth of the cardboard after they choose their vacation present.

There are some downsides to present playing cards. Some retailers clear unused present playing cards off the books by subtracting off of the face worth of the cardboard, an inactivity charge (often $2.50 per 30 days) after a sure period of time. Some present playing cards have an expiration date and others include particular situations or restrictions. Nonetheless, shopper outrage has prompted many states throughout the nation to introduce laws limiting or banning the charges. Moreover, there isn’t any federal legislation on present playing cards however, two Republican congressmen, Joe Barton of Texas and Charlie Bass of New Hampshire, have requested that the Federal Commerce Fee examine the way in which retailers conduct their present card packages.

Is giving a present card too impersonal? Is it the most effective present alternative? That query is up for debate and is a private desire. However with annual present card gross sales projected to succeed in 90 billion {dollars} by 2007 (Ernst & Younger 2005), the present card is right here to remain.


Comments are closed.