Deck the Halls with Digital: A Look at 2012 Holiday Gift Card Trends

Navigator Edition: December 2012
By: James Watts

Gift cards made headlines this holiday season as they become more integrated into mobile, internet, and social media channels.  Although eGifts are rather commonplace in the retail market, all things considered, digital is in the early stages of development. Credit card issuers are beginning to integrate gift card rewards redemption across channels, retailers are using social media to promote and facilitate gifting, and companies are deploying QR codes in new and creative ways. In 2012, we also noted a number of gift cards tied to charitable causes, several marketing partnerships involving gift cards, an abundance of eGift promos (especially in the restaurant industry), and heavy post-holiday advertising for the redemption/usage of gift cards.

We have summarized several of the gift card and gifting concepts that caught our attention between Thanksgiving and the New Year in the table below:


Source:  First Annapolis Consulting research and analysis.

For a complimentary copy of our 2012 Annual Holiday Gift Card Study being released in January, please contact

To read the rest of this article, please subscribe to

The Navigator Newsletter