Happy Holidays for Gift Card Issuers? The Next Two Months Will Tell
New research from Mercator Advisory Group suggests two possible scenarios for gift card loads in the 2014 holiday season.
Boston, MA –– November 19, 2014 –For the past couple of years, Mercator Advisory Group has made its holiday gift card forecast available for free on PaymentsJournal, and we are pleased to do so again this year.
Mercator's holiday forecast of loads in the In-Store Gift Card segment of closed-loop prepaid cards predicts that the business will continue to grow. While most of the cards will be plastic, new distribution channels offer retailers new ways to engage customers.
Using information gathered as part of Mercator Advisory Group’s annual closed-loop prepaid cards benchmark survey, Mercator has created a forecast of the dollar amount that will be loaded onto gift cards that are sold in stores in the United States during the 2014 holiday shopping season. This forecast focuses solely on closed-loop cards sold by issuers in the United States to customers for use in their own stores.
Download the research note Happy Holidays for Gift Cards? Retailers Face Two Possible Gift Card Futures
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"The holiday season will be critical for closed-loop issuers. Last year we saw a decline in gift card loads. What happens between now and the end of the year will determine the direction of the market," Ben Jackson, director of Mercator Advisory Group's Prepaid Advisory Service
, and author of the note, comments.
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. About Mercator Advisory Group
Mercator Advisory Group is the leading independent research and advisory services firm exclusively focused on the payments and banking industries. We deliver pragmatic and timely research and advice designed to help our clients uncover the most lucrative opportunities to maximize revenue growth and contain costs. Our clients range from the world's largest payment issuers, acquirers, processors, merchants and associations to leading technology providers and investors. Mercator Advisory Group is also the publisher of the online payments and banking news and information portal PaymentsJournal.com.