Patterns of Gift Card Non-Redemption

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Major Area of Focus

Secondary area of focus

Short Abstract

As gift cards have become increasingly popular, concern has been raised about the number of cards which are not redeemed. The purpose of this exploratory study is to examine the pattern of gift card non-redemption and to explore the reasons that consumers cite for not using these products. A survey of English-speaking Canadian consumers was conducted to explore attitudes and behaviors surrounding gift card receipt. The extent of consumers’ non-redemption of gift cards, both in terms of number and in terms of value, was examined. Factors for non-redemption show a mix of both positive sentiments (e.g., waiting to use for a specific product) and negative feelings about the cards (e.g., issuer or value). Implications for card issuers and public policy makers are considered in the light of the findings presented.

Corresponding Author

2013 Conference

April 10–12, 2013

The Benson Hotel, Portland, Oregon

This section lists poster sessions as well as concurrent sessions by day, time, and room. Concurrent sessions have multiple presentations. You may search by title, author names, or keyword. A Schedule-at-a-Glance is posted on the Website and will provide the overview. This is the detail.