An August survey of 600 employed Americans found that they say they will spend money on gift cards for dining out and that some plan to buy more than one or cards in large dollar amounts. The holiday season leads to an increase in eating out, according to the survey results.
The “Workplace Foodservice Consumer” survey, executed by Technomic for WorkPlace Media, polled employed Americans about their 2011 holiday restaurant plans and their average workweek dining behaviors. According to the results, employed consumers plan to spend money this season on restaurant gift cards and dining out.
While 63% intend to purchase at least one restaurant gift card, three in 10 (35%) intend to purchase at least three. And 67% say the amount they will spend on restaurant gift cards will be at least $51; nearly four in 10 (37%) will spend at least $101.
While there is always a potential disconnect between what consumers say they will do and what they actually do, the results show that even in tough economic times, prepaid cards remain resilient. Restaurant gift cards may present an attractive option because they allow a gift giver to recognize a recipient’s likes and provide a vehicle for giving a gift that would be inconvenient to give in other ways. Hamburgers don’t keep so well in a stocking. Additionally, the desire to budget may lead to increased purchases as people try to limit themselves to only spending as much as they have loaded onto a card.
Read the press release at: http://www.prweb.com/releases/2011/10/prweb8850766.htm
Mercator offered its views on the 2011 gift card market in the piece found here: http://www.mercatoradvisorygroup.com/index.php?doc=Prepaid&action=view_item&id=551&catid=16