Millennials love holiday gift cards, Blackhawk finds

The millennial generation of consumers are known for their love of twenty-first century technology like smartphones and social networking. But they apparently also love a holdover from the last century − the ever resilient plastic gift card. That is the conclusion of a survey conducted by gift card mall innovator and Safeway Inc. subsidiary Blackhawk Network.

The December 2013 online survey of 400 millennials (individuals roughly aged between 18 and 28 years old), Blackhawk found that 89 percent of them want to receive gift cards during the holiday season, while 73 percent prefer receiving a gift card from a favorite store as opposed to receiving a specific holiday gift.

Additional metrics from the survey showed that millennials:

• Like to treat themselves using gift cards (90 percent)
• Don't like to return gifts (76 percent)
• Buy gift cards as last-minute gifts (63 percent)
• Expect to spend between $10 and $50 on gift cards for others (73 percent)

An infographic of the survey can be found at www.blackhawknetwork.com/millenials .

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