Over the past decade, retailers across categories–from restaurants to specialty stores to discount retailers–have grown to rely on gift cards as a valuable source of revenue. It's important for merchants to understand how consumers perceive and use gift cards so Market Strategies International teamed up with First Data to conduct the “2011 U.S. Prepaid Consumer Insights Study.” Learn about consumer behaviors and attitudes related to gift cards when you read this white paper, the first of two papers focused on gift card industry trends.

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