How Retailers Can Tap Gift Cards to Unwrap Holiday Success

kAm&?=:<6 @E96C EJA6D @7 :?G6?E@CJ[ 8:7E 42C5D 2C6 4962A E@ AC@5F46[ 62DJ E@ D9:A 2?5 F?=:<6=J E@ 36 C6EFC?65] x7 J@F @776C 5:8:E2= 8:7E 42C5D[ J@F 42?’E CF? @FE — 2?5 J@F 42? <66A >2<:?8 D2=6D F?E:= 2 76H >:?FE6D 367@C6 8:7ED 2C6 6I492?865]k^Am

kAm“!6@A=6 =@G6 8:G:?8 8:7E 42C5D[” D2JD #2496= s6r2G286[ @H?6C 2?5 4C62E:G6 5:C64E@C 2E r:?56C Z $2=E[ 2? 64@\7C:6?5=J 4=@E9:?8 4@>A2?J 32D65 :? }6H t?8=2?5] “xEVD 2 ?@\3C2:?6C H2J 7@C E96> E@ 8:G6 D@>6@?6 D@>6E9:?8 E92E E96JVC6 8@:?8 E@ =@G6]”k^Am

kAm!6@A=6 =@G6 86EE:?8 E96>[ E@@] x? 2? ~4E@36C DFCG6J 7C@> E96 }2E:@?2= #6E2:= u656C2E:@?[ ddT @7 C6DA@?56?ED D2:5 E96J 9@A6 E@ 86E 2 8:7E 42C5 2D 2 AC6D6?E E9:D J62C]k^Am

kAmw6C6’D 9@H J@F 42? >2<6 8:7E 42C5D A2CE @7 J@FC 9@=:52J DEC2E68J[ H92E6G6C J@F D6==]k^Am

k9am`] rC62E6 J@FC 8:7E 42C5Dk^9am

kAm*@F >2J 36 23=6 E@ @C56C A9JD:42= 42C5D @C @776C 5:8:E2= @?6D E9C@F89 J@FC k2 9C67lQ9EEADi^^HHH]?6C5H2==6E]4@>^2CE:4=6^D>2==\3FD:?6DD^64@>>6C46\A=2E7@C>DnFE>042>A2:8?l4E0AC@5U2>AjFE>04@?E6?El`cd`eegU2>AjFE>0>65:F>lCDDU2>AjFE>0D@FC46lDJ?5:42E:@?U2>AjFE>0E6C>l=66Q E2C86ElQ0D6=7Q C6=lQ?@7@==@H ?@@A6?6CQm6\4@>>6C46 A=2E7@C>k^2m @C A@:?E\@7\D2=6 DJDE6>] !9JD:42= 42C5D EJA:42==J 4@DE =6DD E92? Sa A6C 42C5[ 2?5 5:8:E2= 42C5D 2C6 @7E6? 7C66]k^Am

kAm!9JD:42= 42C5D 2C6 >@C6 A@AF=2C 8:7ED 7@C r9:428@\32D65 :?5@@C 8@=7 724:=:EJ %96 vC66?[ D2JD 7@F?56C 2?5 >2?28:?8 A2CE?6C r@??@C !E24:?]k^Am

kAmsFC:?8 E96 9@=:52JD[ !E24:? 6DE:>2E65 9:D E62> >2:=D @FE Q=:<6 a_ 8:7E 42C5D 2 H66<Q E@ A6@A=6 H9@ H2?E E@ 8:G6 E96:C =@G65 @?6D D@>6E9:?8 A9JD:42=]k^Am

kAms:8:E2= 42C5D =6E J@F <66A >2<:?8 D2=6D F?E:= E96 G6CJ =2DE >:?FE6] s6r2G286 D2JD D96 FDF2==J D66D 2 CFD9 @7 8:7E 42C5 @C56CD “=:<6 E9C66 52JD 367@C6 2 9@=:52J]”k^Am

kAm%96 C:89E >:I @7 5:8:E2= 2?5 A9JD:42= 42C5D 56A6?5D @? J@FC 4FDE@>6CD] x7 >@DE @7 J@FC D2=6D E2<6 A=246 :? A6CD@?[ A9JD:42= 42C5D >2J 36 >@C6 A@AF=2C] qFE :7 >@C6 @7 J@FC 4FDE@>6CD D9@A @?=:?6 2?5 J@F E6?5 E@ D9:A @C56CD 72CE96C 2H2J[ @C :7 J@F’C6 ECJ:?8 E@ 8C@H J@FC @?=:?6 D2=6D[ =62? :?E@ 5:8:E2= 42C5D]k^Am

k9ama] !C@>@E6 E96> 2D 8:7EDk^9am

kAms:DA=2J 8:7E 42C5D 3J J@FC C68:DE6C 2?5 AC@>:?6?E=J @? J@FC k2 9C67lQ9EEADi^^HHH]?6C5H2==6E]4@>^2CE:4=6^D>2==\3FD:?6DD^64@>>6C46\H63D:E6nFE>042>A2:8?l4E0AC@5U2>AjFE>04@?E6?El`cd`eegU2>AjFE>0>65:F>lCDDU2>AjFE>0D@FC46lDJ?5:42E:@?U2>AjFE>0E6C>l=66Q E2C86ElQ0D6=7Q C6=lQ?@7@==@H ?@@A6?6CQm6\4@>>6C46 H63D:E6k^2m E@ 42E49 D9@AA6CD’ 6J6D]k^Am

kAm“yFDE A@A :E C:89E E96C6 @? E96 4@F?E6C 2?5 5C:G6 E96 :>AF=D6 AFC492D6[” D2JD y2J y277:?[ 49:67 >2C<6E:?8 @77:46C 2E q=24<92H< }6EH@C<[ H9:49 96=AD C6E2:=6CD 4C62E6 2?5 D6== 8:7E 42C5D 2?5 @E96C C6H2C5D :E6>D]k^Am

kAm*@F 42? FD6 8:7E 42C5D E@ 6?4@FC286 @E96C DA6?5:?8] %9:D J62C[ s6r2G286 :D @776C:?8 8:7E 42C5D 2D 3@?FD6D E@ 4FDE@>6CD H9@ DA6?5 >@C6 E92? 2 46CE2:? 2>@F?E 2E r:?56C Z $2=E]k^Am

kAm“xE 4@F=5 36 2? :?46?E:G6 7@C E96> @C :E 4@F=5 36 D@>6E9:?8 E96J 42? 8:G6 E@ D@>6@?6 6=D6[ 2?5 :E 2=D@ 766=D =:<6 E96JVC6 86EE:?8 2 5:D4@F?E[” s6r2G286 D2JD]k^Am

kAm|2<6 DFC6 J@FC 42D9:6CD <?@H 9@H E@ =@25 8:7E 42C5D FD:?8 J@FC k2 9C67lQ9EEADi^^HHH]?6C5H2==6E]4@>^2CE:4=6^D>2==\3FD:?6DD^H92E\:D\2\A@D\DJDE6>nFE>042>A2:8?l4E0AC@5U2>AjFE>04@?E6?El`cd`eegU2>AjFE>0>65:F>lCDDU2>AjFE>0D@FC46lDJ?5:42E:@?U2>AjFE>0E6C>l=66Q E2C86ElQ0D6=7Q C6=lQ?@7@==@H ?@@A6?6CQmA@:?E\@7\D2=6 DJDE6>k^2m 2?5 9@H E@ A24<286 E96>] %9@D6 EC2?D24E:@?D 8:G6 J@FC DE277 E96 @AA@CEF?:EJ E@ >2<6 255:E:@?2= D2=6D[ E@@i s6r2G286 6?4@FC286D 8:7E 42C5 3FJ6CD E@ 255 D@>6E9:?8 D>2==[ =:<6 2 DE:4<6C[ D@ :E’D >@C6 6I4:E:?8 7@C E96 C64:A:6?E E@ @A6?]k^Am

kAm“(6 ECJ E@ >2<6 :E 2 A2CE @7 E96 D9@AA:?8 6IA6C:6?46 7@C A6@A=6 H9@ 2C6 C62==J F?DFC6 23@FE H92E E@ 86E[” s6r2G286 D2JD]k^Am

kAm!C@>@E6 8:7E 42C5D @? D@4:2= >65:2 2?5 G:2 6>2:=[ E@@] p H6==\E:>65 k2 9C67lQ9EEADi^^HHH]?6C5H2==6E]4@>^2CE:4=6^D>2==\3FD:?6DD^@?=:?6\>2C<6E:?8\7@C\D>2==\3FD:?6DDnFE>042>A2:8?l4E0AC@5U2>AjFE>04@?E6?El`cd`eegU2>AjFE>0>65:F>lCDDU2>AjFE>0D@FC46lDJ?5:42E:@?U2>AjFE>0E6C>l=66Q E2C86ElQ0D6=7Q C6=lQ?@7@==@H ?@@A6?6CQm@?=:?6 >2C<6E:?8k^2m 42>A2:8? 42? C6>:?5 AC6G:@FD 4FDE@>6CD E92E J@F 92G6 8:7E 42C5D 2G2:=23=6 — 6DA64:2==J :7 J@F 42? C6249 =2DE\>:?FE6 D9@AA6CD 2E E96 C:89E >@>6?E]k^Am

kAm{2DE=J[ !E24:? C64@>>6?5D DH2AA:?8 8:7E 42C5D H:E9 @E96C =@42= 3FD:?6DD6D E92E D6CG6 D:>:=2C 2F5:6?46D] %92E 42? 96=A J@F C6249 ?6H 4FDE@>6CD H9@ >:89E 92G6 ;FDE ?66565 2 AFD9 E@ G:D:E J@F]k^Am

k9amb] !C6A2C6 7@C C656>AE:@?Dk^9am

kAmx7 J@F D6== 6?@F89 8:7E 42C5D[ J@F >:89E C65F46 E96 :?E6?D:EJ @7 2?@E96C A@DE\}6H *62C’D 96252496i C6EFC?D]k^Am

kAm“p =@E @7 E:>6D[ H92E J@F D66 :D 2 3F?49 @7 C6EFC?D 2E E96 368:??:?8 @7 E96 J62C[” y277:? D2JD] “$@>6E:>6D[ E9@D6 8:7E 42C5D 42? 24EF2==J 96=A 32=2?46 E92E @FE — E92E 7:CDE\BF2CE6C =F==]”k^Am

kAm$9@AA6CD FDF2==J DA6?5 >@C6 E92? H92E’D @? E96:C 8:7E 42C5D[ y277:? 255D]k^Am

kAms6r2G286 D2JD 8:7E 42C5 D9@AA6CD @7E6? 3692G6 5:776C6?E=J] x?DE625 @7 >2<:?8 2 366=:?6 7@C E96:C 56D:C65 :E6>[ E96J E6?5 E@ DA6?5 =@ED @7 E:>6 3C@HD:?8]k^Am

kAm“u@C D>2== C6E2:=6CD[ 8:7E 42C5 AC@8C2>D 42? C62==J 36 2 =@H\>2:?E6?2?46 2?5 277@C523=6 H2J E@ 4@>A6E6 282:?DE =2C86C DE@C6D[” y277:? D2JD[ “H9:=6 2=D@ 96=A:?8 E@ 24BF:C6 ?6H 4FDE@>6CD 2?5 6?4@FC286 C6A62E 7@@E EC277:4]”k^Am

k5:G 4=2DDlQ?H\>@C6\7C@>\?6C5H2==6EQ 52E2\?H\4@>A@?6?E\EJA6\?2>6lQ|@C6 uC@> }6C5(2==6EQ 52E2\?H\4@>A@?6?E\EJA6\D=F8lQ?H0>@C607C@>0?6C5H2==6EQmkAmkDEC@?8m|@C6 uC@> }6C5(2==6Ek^DEC@?8mk^AmkF=mk=:mk2 9C67lQ9EEADi^^HHH]?6C5H2==6E]4@>^2CE:4=6^D>2==\3FD:?6DD^6?EC6AC6?6FCD\H:E9\5:D23:=:E:6DnFE>042>A2:8?l4E0AC@5U2>AjFE>0D@FC46lDJ?5:42E:@?U2>AjFE>0>65:F>lCDDU2>AjFE>0E6C>l=66U2>AjFE>04@?E6?El`cd`eegQ E:E=6lQt?EC6AC6?6FCD (:E9 s:D23:=:E:6D p4E:G2E6 p==:6D[ #6HC:E6 E96 }2CC2E:G6Q E2C86ElQ0D6=7Q 4=2DDlQ?H\=:?<Q C6=lQ?@7@==@H ?@@A6?6CQ 52E2\?H\4@>A@?6?E\EJA6\?2>6lQ{:?<Q 52E2\?H\4@>A@?6?E\EJA6\D=F8lQ?H0=:?<Q 52E2\?H\EC24<\4=:4<lQ`Q 52E2\?H\EC24<\:>AC6DD:@?lQ`Qmt?EC6AC6?6FCD (:E9 s:D23:=:E:6D p4E:G2E6 p==:6D[ #6HC:E6 E96 }2CC2E:G6k^2mk^=:mk=:mk2 9C67lQ9EEADi^^HHH]?6C5H2==6E]4@>^2CE:4=6^D>2==\3FD:?6DD^D>2==\3FD:?6DD\7:?2?4:?8\:?56I\a_abnFE>042>A2:8?l4E0AC@5U2>AjFE>0D@FC46lDJ?5:42E:@?U2>AjFE>0>65:F>lCDDU2>AjFE>0E6C>l=66U2>AjFE>04@?E6?El`cd`eegQ E:E=6lQt?EC6AC6?6FCD u66=:?8 {6DD ~AE:>:DE:4 2D #2E6D #:D6[ s2E2 $9@HDQ E2C86ElQ0D6=7Q 4=2DDlQ?H\=:?<Q C6=lQ?@7@==@H ?@@A6?6CQ 52E2\?H\4@>A@?6?E\EJA6\?2>6lQ{:?<Q 52E2\?H\4@>A@?6?E\EJA6\D=F8lQ?H0=:?<Q 52E2\?H\EC24<\4=:4<lQ`Q 52E2\?H\EC24<\:>AC6DD:@?lQ`Qmt?EC6AC6?6FCD u66=:?8 {6DD ~AE:>:DE:4 2D #2E6D #:D6[ s2E2 $9@HDk^2mk^=:mk=:mk2 9C67lQ9EEADi^^HHH]?6C5H2==6E]4@>^2CE:4=6^D>2==\3FD:?6DD^>2C<6E:?8\>:DE2<6DnFE>042>A2:8?l4E0AC@5U2>AjFE>0D@FC46lDJ?5:42E:@?U2>AjFE>0>65:F>lCDDU2>AjFE>0E6C>l=66U2>AjFE>04@?E6?El`cd`eegQ E:E=6lQe |2C<6E:?8 |:DE2<6D $>2== qFD:?6DD6D $9@F=5 pG@:5Q E2C86ElQ0D6=7Q 4=2DDlQ?H\=:?<Q C6=lQ?@7@==@H ?@@A6?6CQ 52E2\?H\4@>A@?6?E\EJA6\?2>6lQ{:?<Q 52E2\?H\4@>A@?6?E\EJA6\D=F8lQ?H0=:?<Q 52E2\?H\EC24<\4=:4<lQ`Q 52E2\?H\EC24<\:>AC6DD:@?lQ`Qme |2C<6E:?8 |:DE2<6D $>2== qFD:?6DD6D $9@F=5 pG@:5k^2mk^=:mk^F=mk^5:Gm

k5:G 4=2DDlQ?H\2FE9@C\3@I\HAQ 52E2\?H\4@>A@?6?E\EJA6\?2>6lQpFE9@C q@I \ (!Q 52E2\?H\4@>A@?6?E\EJA6\D=F8lQ?H02FE9@C03@I0HAQmk5:G 4=2DDlQ?H\2FE9@C\3@I\HA\\:??6CQmk2D:56 :E6>AC@AlQ2FE9@CQ :E6>EJA6lQ9EEAi^^D496>2]@C8^!6CD@?Q 4=2DDlQ?H\2FE9@C\3@IQ 52E2\?H\4@>A@?6?E\EJA6\?2>6lQpFE9@C q@IQ 52E2\?H\4@>A@?6?E\EJA6\D=F8lQ?H02FE9@C03@IQmkAm#@D2=:6 |FCA9J HC:E6D 7@C }6C5(2==6E] t>2:=i k2 9C67lQ>2:=E@iC>FCA9Jo?6C5H2==6E]4@>QmC>FCA9Jo?6C5H2==6E]4@>k^2m]k^Amk^2D:56mk^5:Gmk^5:Gm

kA 4=2DDlQ?H\@C:8:?2==J\A@DE65\=:?<Qm%96 2CE:4=6 w@H #6E2:=6CD r2? %2A v:7E r2C5D E@ &?HC2A w@=:52J $F446DD @C:8:?2==J 2AA62C65 @? }6C5(2==6E]k^Am