Gift Cards and Gift Giving

Abstract

Gift cards are frequently located at premium points inside the retail space where stores sell not only their own cards but also other retailers’ cards for almost every occasion. Media encouraged practitioners to promote these cards. However, this emerging phenomenon of consumers’ preference of gift cards has not been explored thoroughly yet. The objective of the current study is to understand consumer reactions to gift cards in terms of their impact in gift giving and gift receiving relationships. Specifically, this qualitative research seeks to investigate the following research objectives: (1) How gift givers and receivers perceive gift cards; (2) What values gift cards communicate for receivers and givers, and (3) What roles of gift cards play in relationships between givers and receivers. A framework of relationship duration and level of intimacy were used to cross-tabulate all gift giving situations mentioned by respondents. Evidences about five types of values mentioned in the literature were found. Also three new types of values, value of convenience, time and experience were identified. Implications for managers were discussed.