Gift Card Guilt

Having the capacity to use a gift card through a mobile wallet, app or simply just a smartphone may be one way retailers can appeal to shoppers who can’t find that perfect gift this holiday season. There’s just one hurdle: Guilt.

In fact, that mobile gift card may just be the perfect gift as a new survey shows a majority of consumers prefer gift cards over gifts but feel guilty asking for them. The findings of the CashStar survey expand on the National Retail Federation’s Holiday Consumer Spending Survey.

In the survey, 24 percent of respondents showed that the ability to save gift cards to mobile wallets, apps or a smartphone so the recipient has easy access to the the gift card was a desirable reason to buy a gift card. Having the ability to personalize the mobile gift card with a customized text greeting was cited as a reason by 23 percent of those surveyed.