Dec 4, 2007

Merchants customize popular gift cardsBy David BurgeElPasoTimes.com

For millions of U.S. consumers, gift cards are the perfect gift.

The National Retail Federation estimates that consumers will spend $26.3 billion on gift cards this holiday season, up 6 percent from last year.

The reason is simple, retailers and experts say. Gift cards are convenient for both the giver and the recipient.

“The big thing is convenience, and the person who gets it can actually buy what they want,” said Jorge Rico, store manager for Mervyns at Yarbrough Plaza. “We theme it that a gift card is always the right fit.

You’re always sure of the right size and the right color, and there’s virtually no returns, because you can buy what you want. In the end, we get happy customers.”

Plus, more retailers are allowing shoppers to customize their gift cards to reflect their or the recipient’s personality.

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