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Holiday shoppers are expected to spend less on gift cards this season compared with 2008, according to a recent survey by the National Retail Federation. The average shopper is expected to spend $139.91 on gift cards, down from $147.33 in 2008. BIGresearch LLC conducted the survey for NRF in November and polled 8,692 consumers. Department store gift cards will be the most popular as 38% of gift-givers plan to give at least one card from a department store. Gift cards to restaurants (33%), bookstores (24%), electronics stores (19%), and discount stores (16%) were also among shoppers' favorites. Some 22% of respondents said they planned to purchase network-branded gift cards. The struggling economy will have an impact on the funds loaded onto each card, the NRF says. The average value per card this year will be $39.80, compared with $40.54 in 2008. The survey reveals 77% of consumers will buy at least one gift card this holiday season.
