Consumers are more likely to buy gift cards that come with free packaging to enhance the gift experience, a recent survey found.
The 2008 Gift Card Packaging Study, commissioned by Seastone, a gift card packaging manufacturer, found 84% of people would buy a gift card if it came with free packaging. Some 55% of consumers said they were more open to buying a gift card if additional packaging was available for purchase. That number grew to 62% if multiple packaging options were available, the study found.
The top form of gift card packaging is a tin box (29%) followed by paper pouches at 19%, greeting cards at 15% and stuffed animal designs at 10%. Some 78% of people said they would buy gift card packaging for birthdays followed by December holidays at 72%.
“Gift card packaging has grown rapidly as a retail product category over the past few years, and this survey shows that consumer awareness is very high,” said Eric Child, Seastone president, in a statement.
Seastone said companies that don’t offer gift card packaging miss out on potential sales.
Shoppers are willing to spend $1.43 for a paper carrier, $2.48 for a tin box and up to $3.66 for a stuffed animal to house their gift cards. But most said they would spend $5 more on a gift card that came with free packaging, the study found.
The Marketing Workshop polled 1,003 people online between Jan. 22-25 for the study.
Network
