Self-Use of Gift Cards in the United States

A research note from Mercator Advisory Group titled Self-Use of Gift Cards in the United States looks at the growing trend of shoppers buying gift cards for themselves.

Retailer gift cards are one of the most popular gifts in the United States, but it turns out they are an increasingly popular self-use tool, whether as a way to treat one’s self, budget money, or take advantage of rewards programs.

The research note looks at evidence from Mercator Advisory Group’s consumer and retailer surveys that show how the self-use market is growing. It also examines use of digital (or virtual) cards by self-gifters and the benefits to retailers.

"Gift card issuers should consider the value of their gift card programs as more than just a way for customers to give presents; the cards can also serve as a branded currency," Ben Jackson, director of Mercator Advisory Group's Prepaid Advisory Service, and author of the report, comments.

Companies mentioned in this document: Hannaford Supermarkets, Delhaize America, and Toys ‘R’ Us.