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If you haven't noticed the exploding popularity of designer gift and credit cards...well, where have you been? Consumers have been drawn to these cards like shoppers to seasonal sales. And the media has followed. According to USA Today, “Holiday shoppers spent an estimated $17 billion on plastic gift cards....”
Driving sales of gift cards are their convenience, no-hassle way to pick a gift that works for everyone and attention-getting design. According to ShopKo, whose cards were designed by Arketype, “Sales of these cards surged this season and we were extremely pleased with the results.” From small specialty shops, to larger retail merchandisers such as ShopKo, these gift cards take the worry out of gift buying, and consumers can pick from an array of graphics to please themselves and recipients.
The roughly $45 billion in cards sold during the year 2003 included some interesting buying motivations. It’s certain that design graphics are propelling a portion of sales when, according to Arketype Principal and Creative Director Jim Rivett, “There is a segment of buyers who are acquiring these cards just for the design. They are becoming collectibles!” It’s a twenty-first century card collection passion among trendy buyers. It’s also another reminder that visuals and good design lead the way to emotional and connective purchasing patterns. A classic branding principle says that people respond to visuals that provoke quick reactions.
It's a small billboard calling for their reponse!
(Susan Stansbury, Arketype Inc © March 2004)
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