First Data Corporation
First Data Competitive Intelligence, in conjunction with Market Strategies International, conducted the QSR Prepaid/Gift Card Study with over 4,000 U.S. consumers in August 2008.
Brief Findings:
51% of QSR gift card self-purchasers and receivers indicate they visit QSRs more often when they have a gift card. Self purchasers visit a QSR an average of 5.6 times per month, while receivers visit less frequently, 3.6 times per month. Three-quarters of QSR gift card users indicate they make additional visits to a QSR at least twice a month because of a gift card.
Merchants who promote gift cards, especially for self-purchase as a spending card, can encourage additional visits to the QSR. While gift card receivers visit less often than self-purchasers, they are still a valuable customer for the QSR. Encouraging gift card reload among receivers is a way to increase the frequency of visits.
