Gift Cards Top Holiday Wish Lists, With Total Spending Estimated at $31.74 Billion

Consumers want gift cards this holiday season, but are reluctant to ask for them, finds a survey from CashStar Inc., a Portland, Maine-based company that specializes in e-coupons and digital gift cards.

Meanwhile the National Retail Federation forecasts that consumers will spend $31.74 billion on gift cards this holiday season.

In the survey of 1,100 U.S. consumers, CashStar found that 60% said gift cards were on their wish lists this year. Those who said they felt guilty about asking for a gift card was 30%, for reasons such as they don’t like to ask for anything, it feels like asking for cash and it doesn’t feel personal enough.