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Hispanics Are Top Users of Gift Cards Gift cards are a hot item when it comes to Hispanic consumers. The Hispanic segment spends more on gift cards than any other ethnic group, according to Comdata-Stored Value Solutions. Hispanics purchase an average value of $71; meanwhile, African-Americans spend $60 and Caucasians spend $41 on the average gift card purchase. The amount spent by Hispanics soared 87 percent compared to last year. Still it isn’t just about gift giving. The study also noted that 26 percent of Hispanics give the cards to their children in place of allowance or as a budgeting tool. Also there is a familiarity factor when it comes to the use of gift cards because Hispanics are already heavy users of pre-paid calling cards. Among other findings: Hispanics are more likely to buy gift cards for themselves; Hispanics always or often spend more than the value of the card compared to Caucasians and African-Americans; Hispanics buy cards with higher initial values and are most likely to reload the cards. Source: Brandweek, "Study: Hispanics are top users or gift cards", by Rory J. Thompson, November 06, 2007, http://www.brandweek.com/bw/news/recent_display.jsp?vnu_content_id=1003668677
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