Seastone, the market leader in specialty gift
card packages and gift card promotional programs, today announced
the results of the 2008 Gift Card Packaging Study conducted by The
Marketing Workshop, and commissioned by Seastone. The survey found that
almost all adults (96%) have purchased or received a gift card, and four
in ten (39%) have purchased gift card packaging. In what represents a
clear revenue opportunity and potential threat for retailers, 50% of
respondents indicated they are purchasing gift card packaging at a
different time and place than the gift card.
“Gift card packaging has grown rapidly as a
retail product category over the past few years, and this survey shows
that consumer awareness is very high – 88
percent of gift card purchasers are now aware of special packaging,”
said Eric Child, Seastone President. “Retailers
that do not offer gift card packaging are missing a significant revenue
opportunity, since consumers are more likely to purchase a gift card if
it either comes with free packaging or if packaging is available for
purchase.”
The highest numbers of consumers are more likely to purchase a gift card
if it comes with free packaging (84%), but many are also more likely to
buy gift cards if packaging is available for purchase (55%) or if the
gift card display includes multiple packaging options (62%).
The most popular format for gift card packaging is a tin box (29%), for
which Seastone holds an issued patent. Tin boxes are followed by paper
pouches (19%), greeting cards (15%), and stuffed animal (10%) designs.
Gift card packaging is most likely to be purchased for a birthday (78%),
followed by the December holidays (72%). The trend towards birthday
purchases makes a strong case for year-round gift card packaging
programs.
The study found that consumers expect gift card packaging to range in
price from $1.43 for a paper carrier, $2.48 for a tin box, and up to
$3.66 for a stuffed animal. However, a large majority of consumers would
spend $5 more on a gift card if it came with free packaging. Therefore,
offers such as “free packaging with any gift
card purchase of $20 or more" are attractive for consumers.
The results of the 2008 Gift Card Packaging Study come as retailers ramp
up for their 2008 year-round and holiday gift card programs. Seastone
commissioned the independent survey with The Marketing Workshop to
assess the current status of the gift card packaging market. With more
than 100 million units shipped in 2007, Seastone is the clear market
leader in the fast growing category of gift card packaging, and has
established a track record for delivering compelling design, on-time
delivery and consumer value.
For a copy of the entire study, email John Pilmer at jpilmer@pilmerpr.com.
About the Study
The 2008 Gift Card Packaging Study, which polled a representative sample
of 1,003 adults, was conducted for Seastone by The Marketing Workshop.
The survey was performed online from January 22 - 25, 2008 with a margin
of error of 1.5 percent.
About Seastone
Seastone (www.seastone.com) is
the market leader in specialty gift card packages and gift card
promotional programs. The company pioneered specialty gift card
packaging and offers turnkey gift card promotional programs through its
Give-A-Gift™ brand. Seastone also provides
fully customizable programs utilized by many of the nation’s
largest retailers, restaurants, banks and mall groups. Additional
information about Seastone’s Give-A-Gift™
brand and customizable programs is available at www.seastone.com.
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