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Who Will Deliver in 2016? Best eGift Cards Overall

For the third year in a row, Gift Card Girlfriend reviews the egift card programs from top stores and restaurants.

2016 Infographic on egift cards

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What’s the Goal of this eGift Card Study?

In 2014, I reviewed over 130 egift cards from top merchants in the country. At that time, I wanted to better understand the most popular egift card features, best ways to personalize digital gift cards and how easy it would be to put the holidays on auto-pilot with scheduled egift card delivery. I repeated the process in 2015, looking at those same features plus adding two new categories to address popular egift card questions, namely, where can this egift card be used and what does the egift card look like? I also added more than 60 additional merchants to the study, bringing this comprehensive review up to a total of just under 200 merchants. As the 2016 holiday season draws near, I went through the exercise again, checking both the online and mobile version of these same stores (minus a few stores that filed for bankruptcy). Below are my findings.

eGift Card Changes in 2016

Improved Features. Though the number of merchants offering gift cards did not increase dramatically (69% of the merchants offered egift cards last year compared to 72% this year), companies that already sold egift cards are starting to add more features. For example, the number of merchants allowing consumers to pick their own dollar value increased 10%, 8% added scheduled egift card delivery, and 4% more merchants are giving consumers the option to print an egift card for hand delivery.

Email is the Delivery Standard. (Social Delivery is Dwindling.) The most prevalent mode of delivery is firmly planted in our email inboxes while the few social media delivery choices that were available last year have largely been cut back. On mobile apps and mobile-enabled websites, text message delivery increased 4% but dropped by nearly 2% via standard websites.

eMail Delivery Works. For now, it makes sense that we’re standardizing on email delivery because email can be checked from nearly any device, messages can be easily printed (if you want to take a paper copy of an egift card to the store), messages can be accessed from a smartphone (if you want to show a digital version of an egift card to the cashier) and people of all ages have email addresses–something you can’t say about social media accounts. More importantly, text messages and social media posts can easily be overlooked in a feed full of quick one-line notifications, whereas email can be read, saved and recalled at a later date as needed. Gift card issuers can additionally tell if an email has been successfully delivered and, depending on the recipient’s email settings, may be able to determine if the message has been read–both clues that can help retrieve a lost egift card.

Design Sweet Spot. One of the easiest things to add to an egift card program is new designs. I found an increase in seasonal images, more occasion-based images (“It’s a Girl”) and designs in foreign languages (“Es Un Nina,” “C’est Une Fille”). It’s interesting to note that some merchants added designs while others reduced the number of designs offered. For the second year in a row, however, the design sweet spot is 10 to 25 choices.

Below is a recap of the past three holiday seasons.

Results of the eGift Card Study

Summary201420152016
Number of Merchants Reviewed134195193
Number of Merchants with eGift Cards Available86134137
Percentage of Merchants with eGift Cards Available64%69%72%
How merchants with eGift cards Available Deliver the Gifts

*Taco Bell and Sonic
eGift cards are only
available on mobile

From Website:
100% Send email
8% Send text
5% Post to Facebook
2% Tweet

From Mobile:
83% Send email
9% Send text
3% Post to Facebook
1% Tweet
17% No Mobile Option

From Website:
98.5% Send email*
8% Send text
1% Post to Facebook
1% Tweet

From Mobile:
74% Send email
8% Send text
2% Post to Facebook
1% Tweet
26% No Mobile Option

From Website:
98.6% Send email*
6.5% Send text
0% Post to Facebook
1% Tweet

From Mobile:
80% Send email
12% Send text
0% Post to Facebook
0% Tweet
20% No Mobile Option

Personalization Options

48% Upload Photo
6% Record Video
19% Record Audio

44% Upload Photo
4% Record Video
17% Record Audio
48% Upload Photo
4% Record Video
17% Record Audio
eGift Card Designs Available

20% – 1 Design
35% – 2-9 Designs
30% – 10-25 Designs
12% – 26-50 Designs
2% – 51-75 Designs
1% – 76-100 Designs
1% – 100+ Designs

21% – 1 Design
24% – 2-9 Designs
34% – 10-25 Designs
17% – 26-50 Designs
2% – 51-75 Designs
2% – 76-100 Designs
1% – 100+ Designs
16% – 1 Design
24% – 2-9 Designs
37% – 10-25 Designs
16% – 26-50 Designs
4% – 51-75 Designs
1% – 76-100 Designs
1% – 100+ Designs
Ability to Choose Flexible Dollar Amount

65%

71%81%
Ability to Schedule eGift Card Delivery

57%

58%66%
eGift Cards that can be “Printed at home”

30%

33%37%
True Preview of eGift Card Delivery

New Category

15%19%
Where eGift Cards can be UsedNew Category

64% Online and In Stores
27% In Stores Only
9% Online Only

66% Online and In Stores
28% In Stores Only
6% Online Only
Top 20 eGift Cards Overall

Of the nearly 200 store and restaurant egift cards reviewed, these top 20 egift cards provide the widest array of options to make egift cards more personal.

1. Amazon.com
2. The Home Depot
3. Applebee’s
4. Sephora
5. Sports Authority
6. Banana Republic
7. Gap
8. Michaels
9. Old Navy
10. JCPenney
11. Dunkin’ Donuts
12. Hibbett Sports
13. Lands’ End
14. QVC
15. Williams-Sonoma
16. Aeropostale
17. Best Buy
18. Gander Mountain
19. Lowe’s
20. Office Depot
1. Sephora
2. American Eagle Outfitters
3. The Home Depot
4. JCPenney
5. Best Buy
6. Gap
7. Old Navy
8. Williams-Sonoma
9. Banana Republic
10. Dunkin’ Donuts
11. Sports Authority
12. Charming Charlie
13. Staples
14. Aeropostale
15. American Girl
16. Gander Mountain
17. Golfsmith
18. Lands’ End
19. Michaels
20. Office Depot
1. Best Buy
2. Sephora
3. JCPenney
4. The Home Depot
5. American Eagle Outfitters
6. Old Navy
7. Williams-Sonoma
8. Amazon.com
9. Banana Republic
10. Gap
11. Michaels
12. American Girl
13. Brookstone
14. Domino’s
15. Dunkin’ Donus
16. Gander Mountain
17. Nordstrom
18. Subway
19. Ulta Beauty
20. Yard House
Best eGift Card in Category

eGift card within each category that provides the most personalization options.

Apparel:
Gap
Old Navy
Banana Republic

Department Store:
JCPenney

Drug Store:
CVS Pharmacy

Electronics:
Amazon.com

Health/Beauty:
Sephora

Hobby:
Michaels

Home Goods:
Williams-Sonoma

Home Improvement:
The Home Depot

Mass Merchant:
Target

Office Supply:
Staples
Office Depot

Restaurant:
Applebee’s

Sporting Goods:
Sports Authority

Supermarket:
Whole Foods Market

Apparel:
American Eagle Outfitters

Automotive:
Jiffy Lube

Department Store:
JCPenney

Drug Store:
CVS Pharmacy

Electronics:
Best Buy

Health/Beauty:
Sephora

Hobby:
Michaels

Home Goods:
Williams-Sonoma

Home Improvement:
The Home Depot

Mass Merchant:
Target

Office Supply:
Staples

Pets:
Petco

Restaurant:
Dunkin’ Donuts

Sporting Goods:
Gander Mountain
GolfSmith
Sports Authority

Supermarket:
Whole Foods Market

Travel:
Hyatt

Apparel:
American Eagle Outfitters

Automotive:
Jiffy Lube

Department Store:
JCPenney

Drug Store:
CVS Pharmacy

Electronics:
Best Buy

Health/Beauty:
Sephora

Hobby:
Michaels

Home Goods:
Williams-Sonoma

Home Improvement:
The Home Depot

Mass Merchant:
Target

Office Supply:
Staples
Office Depot

Pets:
Petco

Restaurant:
Domino’s
Dunkin’ Donuts
Subway

Sporting Goods:
Gander Mountain

Supermarket:
Whole Foods Market

Travel:
American Airlines

Stand-out Features and Missing Features

After going through more than 200 websites and mobile apps, it’s hard to surprise me with a gift card program, but I tried to be very thorough in looking for anything noteworthy. Boscov’s for example, is the only egift card program I found that allows the recipient to easily send a “thank you” response. I think customers would appreciate seeing this feature more often because it would partially address the concern over whether or not the digital gift card has been received. That’s just one example. In addition to the features I already critiqued in the gift card ranking, below is a list of elements that stood out and a few wish list items I’d like to see in the future.

1. More Feedback

A common question I’m asked is how the sender will know if an egift card has been delivered. That’s a great question. People obviously are hesitant to ask a friend or family member if a gift card has arrived, so they’d like a little feedback and I don’t think that’s too much to ask. Simple communication such as “Your egift card has been delivered,” “Your egift card has been opened or activated,” and your “egift card has been redeemed” would eliminate the guesswork.

2. Automatic Thank Yous

Like the Boscov’s example, I’d love to be able to send an electronic thank you note to the sender as soon as an egift card arrives. A simple comment would suffice, but it would be more fun to record a video, snap a photo or even post my appreciation on social media. Not only would this feature reduce worry about whether or not the gift ever got sent, but it might also increase digital gifting and impromptu reasons for sending someone a gift (e.g. “Good luck on your interview. Lunch is my treat when you’re done!”)

3. Address Double-Entry

While testing out each egift card interface, I was shocked to see how many companies fail to require the user to double-check the recipient email address or cell phone number simply by re-entering the information. It would be so easy to mistype a digit or transpose a character and ship a digital gift card off to the wrong person. Since merchants often claim they are not responsible for gift cards delivered to the wrong address, I would think double-entry of key fields would be essential.

4. Provide a Customer Preview

I know I just added this to my list of egift card ranking criteria, but it bears repeating here because so few merchants provide it. What consumers are asking is, “What does the egift card look like to the recipient?” They want to know if the person receiving the egift card will know what to do with it. Will it be graphical? Will it be a text message? Will it be noticeable or is my gift about to be lost in a spam folder? While many merchants showed a visual of the card design, few provided a preview complete with a fake gift card number, QR code or bar code. Those are the details people want to understand.

5. Say Where and How eGift Cards Can be Used

Filling out the egift card ranking with details on where egift cards can be used turned out to be quite a chore. I had to look in FAQ pages, Terms & Conditions pages and more. Sometimes I found exactly what I needed with a very specific message saying that the company’s digital gift cards could be use in stores, in outlet stores, online and over the phone. I also found instructions on whether or not the egift card had to be printed in order to be used at a store or it could be displayed on a phone. Other times, however, I had to hunt all over the website only to be rewarded with a generic message that seemed more like the egift card supplier’s standard template than the actual answer. Since consumers really want to know where and how egift cards can be used, let’s put that information RIGHT up front so both the giver and the receiver know what to expect.

As egift cards become more commonplace, I assume the features will become more robust and consumers will need less hand-holding. Until then, I’d like to see as much personalization and communication as possible. Adding a personal touch makes a gift feel more thoughtful and over-communicating on the process will help customers feel more comfortable sending gifts digitally. Here are a few other tips on how to use egift cards.

Got any other questions about egift cards? Add a comment below or send me a message on Twitter (@GCGirlfriend). I haven’t used them all, but I’ve used quite a few and have had varying degrees of success that I’d be further happy to share.

Happy Gift Carding!

~Shelley Hunter, Gift Card Girlfriend

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