by Leo Jakobson | December 20, 2013

The results of the Incentive “2013 Gift Card IQ” survey are somewhat contradictory. On one hand, incentive budgets are up from 2012 and companies are spending more per recipient on gift cards. On the other, respondents are becoming increasingly skeptical about gift cards’ superiority to cash awards than they were last year.

 

On the budget front, 30.4 percent of respondents said that their 2013 budgets are higher than the previous year. In 2012, that number was just 20.1 percent. The number who said they were spending more than $100 per recipient rose to 49.3 percent, up from last year.

 

However, it seems that gift card proponents are losing ground in the incentive industry’s perennial battle to explain why non-cash awards such as gift cards, merchandise, and travel are more effective than cash. In the “2013 Gift Card IQ” survey, just 27.1 percent of the respondents said gift cards are more effective that cash, compared to 36.8 percent in 2012. That said, 23.6 percent of this year’s respondents said they do not use cash awards at all, compared to just 15.4 percent in 2012.

The survey ran from Sept. 10 to Oct. 13, and received a total of 447 responses.


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