DENVER – A survey conducted for First Data's Valuelink subsidiary has shown that so-called gift cards have continued to grow in popularity. Gift cards are cards usually dedicated to one retailer or group of retailers and which often carry money the cardholder can spend in those stores. Gift cards can come with pre-set amounts or the person giving the gift card can pay onto the card whatever amount they wish, Valuelink explained. According to the survey, approximately eight in 10 consumers (79%) are aware of gift cards, and purchasers and receivers rated their overall satisfaction with gift cards as 9.3 on a scale of 1-10, with one being "not at all satisfied" and 10 being "extremely satisfied," Valuelink said. The survey also found that 93% of gift card purchasers said they are likely to purchase additional gift cards in the next year. Some 56% prefer having the ability to reload or add value to a card once used and 69% prefer a card in which they choose the card value versus a preset value. Further, 78% decided to buy gift cards prior to entering a store, reflecting strong gift card awareness and satisfaction, Valuelink said.