On average, how much do you spend on gift certificates/gift
cards per recipient each year?
4.0%
4.2%
8.4%
4.2%
14.8%
11.7%
5.1%
28.3 11.1 15.4 25.9 6.2 2011 2010
3.7%
8.4%
27.4%
21.2%
Less than $25
$25-$49
$50-$99
$100-$149
$150-$199
$200-$499
$500-$999
$1,000 or more
Which of the following types of gift certificates/gift cards have
you purchased for your incentive programs in the past year?
2011 2010
• Retail store...................................................... 66.9%.................. 55.1%
• Dining/restaurant........................................... 63.2%.................. 67.5%
• Credit-card-branded debit card ..................... 39.2%.................. 39.1%
• Gas.................................................................. 31.5%.................. 17.2%
• Entertainment................................................. 29.4%.................. 33.9%
• Gift check........................................................ 21.2%.................. 19.7%
• Bank-issued debit card.................................... 17.5%.................. 11.7%
• Online merchant ............................................ 13.5%.................. 8.8%
• Travel ............................................................. 11.4%.................. 20.1%
• Catalog merchant ........................................... 11.1%.................. 9.9%
• Multiple-merchant certificate ......................... 10.3%.................. 8.8%
• Service/experiential........................................ 6.1%.................... 4.0%
• Other .............................................................. 4.2%.................... 5.1%
• Telephone card...............................................2.1%....................2.9%
How do you use gift certificates/gift cards in your
incentive programs?
2011 2010
• Recognize performance................................... 65.9% .................. 59.6%
• Sales incentives ................................................ 42.1% .................. 44.1%
• Service awards ................................................. 32.8% .................. 32.4%
• Business gifts .................................................... 31.5% .................. 27.9%
• Spot rewards .................................................... 26.9% .................. 19.1%
• Non-sales recognition awards .......................... 26.7% .................. 21.3%
• Consumer promotions..................................... 17.1% .................. 16.5%
• Safety awards................................................... 14.7% .................. 4.8%
• Wellness programs........................................... 11.7% .................. 7.0%
• Start/maintain business relationships.............. 9.6% .................... 8.5%
• Dealer incentives.............................................. 9.1% ....................2.9%
How effective are gift certificates/gift cards
compared with cash?
8.4%
24.8%
45.7 13.6 15.5 27.8 46.1 18.1 2011
2010
Gift certificates/cards are more effective than cash
They are about equally effective
Gift certificates/cards are less effective than cash
Do not use cash awards
What are the primary benefits of offering gift certificates/gift
cards in incentive programs?
2011 2010
• Ease of administration ......................................... 70.2% .................... 59.5%
• Redemption options/flexibility............................ 59.1% .................... 51.7%
• Broad audience appeal ........................................ 51.5% .................... 40.9%
• Perceived value .................................................... 46.6% .................... 34.7%
• Cost effectiveness ................................................. 35.0% .................... 39.4%
• Has a lasting impact ............................................ 23.0% .................... 24.3%
• Back-end/ROI tracking ...................................... 15.2% .................... 13.1%
• Other ................................................................... 2.2% ...................... 0.4%
60.1%
How often do you give out a gift
certificate/gift card?
14.9 13.3 17.8 62.7 5.6 8.8 2011
2010
16.8%
For specific initiatives throughout the year
For frequent, on-the-spot recognition
For annual awards
When selected by award winners
Incentive’s Gift Card IQ survey was compiled between June 22 and July 15, 2011. It was
available on www.incentivemag.com and www.facebook.com/incentivemag, and was sent
via email to subscribers of Incentive magazine, the Incentive weekly email newsletter, and
the biweekly Incentive Gift Card email newsletter. A total of 566 responses were received.
