Markets: Gift Cards

Article OPEN
Jennifer Pate Offenberg;
(2007)
  • Journal: Journal of Economic Perspectives,volume 21,issue 2 Spring,pages227-238
  • Related identifiers: doi: 10.1257/jep.21.2.227

The Mobil Oil Company introduced the first retail gift card that recorded value on a magnetic strip in 1995. In under a decade, such gift cards replaced apparel as the number one item sold during the Christmas season. This study will discuss the reasons for the strong s... View more
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