22% of Americans bought gift cards in the mall this year
22% of adults purchased cards at a gift card mall in 2007, up from 14% in 2006. 80% of consumers participating in the survey say that they would prefer to receive a gift card from a favorite store rather than a gift chosen for them by the giver. 53% of adults say they would be very or somewhat likely to purchase a gift card at a kiosk or cart at an airport or shopping mall. Purchasers loaded a higher average dollar amount on the cards they gave, with per capita spending increasing 15%. 53% of respondents say they often spend more than the original amount on the gift card, adding an average of 17%, ComData says.