Entertainment Magazine

Gift Cards Ranked No. 1 Choice for Birthdays

Survey reveals men spend the most on spouse or significant other while women spend the most on their children

A recent survey conducted to understand what Americans think about birthday gifts revealed that 81 percent of men and women prefer to receive gift cards for their birthday. Electronics ranked second followed by clothes and tickets to a show or sporting event (i).

In addition, birthdays are the No. 1 occasion driving gift card sales. Nearly 90 percent of people agree the primary reason for purchasing gift cards is the desire for the recipient to get what they want. Fifty-five percent purchase gift cards to avoid worrying about the gift's color, size, etc (ii).

Additional results include:

-- Men are nearly twice as likely as women to spend more money on a spouse
or significant other while women are more likely to spend more on kids
or grandkids.
-- Out of the 81 percent who chose gift cards for the top birthday gift,
respondents ages 35-54 favor them most. Across all age groups, women
prefer gift cards more than men.
-- After gift cards, men prefer to receive electronics or tickets to a
show or sporting event while women are more likely to want clothing and
cosmetics for their birthday. Women are more likely than men to shop at
a mall, while men are more likely to shop online for birthday gifts.
-- Seven in ten respondents admit to having forgotten someone's birthday,
but don't blame old age. Respondents ages 65 and older were reportedly
the least likely to forget!
-- As for excuses given for forgetting a birthday, most people admit they
plain forgot or were too busy. Others said they didn't have time to
call or pick up a gift.

The survey was commissioned by Cardways.com, an online gift card mall and greeting card shop offering consumers the opportunity to design their own gift cards and greeting cards by uploading digital photos and adding a personal message.

"We're happy to see gift cards are the overwhelming favorite for birthday gifts," said Jeff Keller, Chief Customer Officer, Cardways.com. "They're easy to purchase, desirable among both men and women, and allow the freedom to choose. Furthermore, Cardways.com confronts the common belief that gift cards are impersonal by offering customization of the gift card. People want to be thoughtful and Cardways.com makes it easy."

According to financial research and advisory firm, TowerGroup, combined 2006 gift card sales in the U.S. reached approximately $80 billion.

About Cardways.com:
Cardways.com is an online gift card and greeting card destination offering consumers the opportunity to design their own gift cards and greeting cards by uploading digital photos and adding a personal message to an already popular gift. Users can choose from a variety of leading retailers to redeem the gift cards.

(i) The Birthday survey was conducted by CARAVAN(R) Services' Opinion Research Corporation in May of 2007. The report presents findings from a telephone survey conducted among a national probability sample of 1,007 adults comprising of 506 men and 501 women 18 to 65 years and over, living in private households in the continental United States.

(ii) The Marketing Workshop, Inc. Adult Gift Card Study, September 2006. www.mwshop.com

Source: Cardways.com
CHICAGO, July 31, 2007 /PRNewswire/ --

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