ENGLEWOOD, Colo. — Who cares about gift cards? What gift recipients want from consumers is cash.
That is the underlying message of a new advertising campaign that Western Union, a leading transmitter of cash, has announced it will launch this month.
When announcing the campaign, Western Union pointed to a survey it commissioned in September 2008 of 1004 adults. In the survey, 56% of adults polled said they would prefer to receive $100 in cash over $100 on a card.
"While the popularity of gift cards has increased exponentially in recent years, with consumers preferring to choose exactly what they wanted from a retail store, our survey now reveals a new trend: people want more flexibility. They want the convenience of cash," said Stewart A. Stockdale, executive vice president and president U.S. and Canada, Western Union.
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