Segment: Credit Cards
Publication date: Wednesday, December 23, 2009
# Pages: (30 pages)

Abstract | Table of Contents

In this Credit Card Monitor Report, we investigate the current crop of gift cards being offered online by major credit card issuers, looking to uncover the card capabilities, pricing and fees, and personalization options associated with each firm’s gift card products. In particular, the report focuses on the following issues:

• What are the purchase and shipping fees attached to each issuer’s gift card products?
• How do users select the stored value of each gift card they purchase?
• Which firms are offering card customization options, such as embossed recipient names, card images, and custom packaging?
• Which firms offer multiple gift card types or product lines?

Currently, only 55% of Credit Card Monitor firms offer online gift card information and ordering. Half of the issuers in our report offer card options between $25 and $500 in value to their users; one firm, however, offers gift card values of up to $3000.

Each card issuer attaches various fees to their gift card products, with every firm charging purchase fees, shipping fees, or both. These fees are charged on a per-card basis, with total fees ranging from $3.95 to $9.90 for each card ordered, depending on the issuer. Two firms allow clients to emboss a custom greeting, and three issuers include the name of the recipient on the front of the card. All but one firm offers a selection of card image options to purchasers, with issuers providing between five and 62 separate image options.

This report also expands on the following key findings:

• One firm allows users to upload their own picture as a gift card image, though a hefty purchase fee is charged for this option
• Five issuers give clients the option of express shipping for their card purchases
• At two issuers, online gift card purchases can only be made with credit or debit cards issued by the firm

Subjects

Marketing, cross-selling

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