Gift card buyers are an extremely diverse group in their attitudes and behaviors toward different types of cards, the number of cards they purchase, preferred purchase locations and affinity for e-gift cards. Savvy retailers take the time to understand how attitudes, behaviors and usage vary among consumers so Market Strategies International teamed up with First Data to conduct the “2011 U.S. Prepaid Consumer Insights Study.” Learn about five distinct types of gift card buyers when you read this white paper, the second of two papers focused on the gift card industry.

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