Gift Card Packaging Important to Consumers Survey Says

A recent industry survey showed consumers are more likely to purchase gift cards that come with additional packaging. 

While the news is good for the gift card industry the results are troubling from an environmental perspective. Increased packaging means increased use of resources primarily trees that produce much of the paperboard used for gift cards and packaging.

The 2008 Gift Card Packaging Study was conducted by The Marketing Workshop, and commissioned by Seastone a leading manufacturer of gift card packaging. 

The study found 84% of consumers would purchase a gift card if it came with free packaging.  In addition the study found 55% of consumers were more likely to purchase a gift card if additional packaging was available for purchase and that number increased to 62% if multiple packaging options were available. 

The survey found the most popular form of gift card packaging is a tin box preferred by 29% of respondents followed by paper pouches 19%, greeting cards 15% and stuffed animal designs 10%.

Gift card packaging is most likely to be purchased (78%) for birthdays followed by the December holidays (72%).

Comments

[lauradsnyc]

Gifts are supposed to be festive & fun to open so I actually think the retailers offering packaging for the gift cards are doing a positive thing. Think about the size of a gift card, and then compare it to an average gift that will then be wrapped....probably needing one or all of the following: a box, tissue, wrapping paper, tape, ribbon, bow, separate card, ...

Now,if the retailer makes the gift card packaging reusable it is an added bonus....
For example, look at the Starbucks Holiday cardholders the past several years...first they were reusable felt cases that I saw being reused as business card and ID holders...then last year a small mitten that was used by many as a holiday decoration before & after it was given as a gift...I actually saw a spa re-using them in their holiday window.

I am not looking for a sustainable world that is boring...let's keep gift giving a fun experience just being aware of how the amount and type of materials used and the afteruse of the packaging would compare to something else that would replace it. And remember...there is not one solution that is perfect for everyone. We all like to express our creativity and celebrate a special day.

[Giftcardblogger]

This makes sense because gift cards are already considered impersonal by some people and adding interesting packaging makes them more pleasant to receive and give.