Mercator Advisory Group’s new research report, Retail Gift Card Trends in the United States: 2015 in Review, documents the dollars loaded in 2015 onto closed-loop prepaid cards or prepaid account access devices issued by retailers. The double-digit gift card load growth in 2014 was not sustained as retailers focused on convincing shoppers to favor merchandise with discounts and sales.
In the past, Mercator Advisory Group published distribution information for prepaid cards as a separate report. The new report includes distribution information along with load information for retailer-issued cards. All the charts and tables in this report represent the average reported percentage of total loads, whether the cards were issued for direct-from-consumer loads or as incentives or other business-to-business purposes.
“Closed-loop gift cards continue to be popular for retailers and their customers, but retailers have steered customers toward buying goods,” said Ben Jackson, the Director of Mercator Advisory Group’s Prepaid Advisory Service and author of the report. “Despite downward pressure in 2015, the closed-loop gift card market has opportunities to rebound as retailers learn new ways to make use of their branded currencies.”
This report contains 17 pages and 12 exhibits.