While online and retail holiday shopping sales have met or exceeded expectations for most retailers in 2005, there is another “rush” for all retailers to prepare for: gift card redemption.
According to Hitwise, an online intelligence service, the market share of U.S. Internet searches containing the words “gift card” was up 32% for the week ending December 10, 2005 as compared to the previous week. In fact, the National Retail Federation expects gift card sales to increase 6.6% this holiday season to 18.48 billion dollars, with consumers spending an average of $88 dollars on gift cards or 15.6% of their holiday shopping budget.
Gift certificates have always been a popular gift choice for the hard to please recipient or even for the lazy shopper. For the gift giver, it allows a quick purchase at whatever store or online merchant they select, with a dollar amount that fits their budget. For the recipient, they can select what they want from a particular merchant and for the most part use the card at their convenience.
But for some, giving a gift card is a cop-out, reasoning it is too impersonal and opting to hand pick a gift and...
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