With over $100 billion being spent on gift cards annually, they are big business. And with 93% of U.S. consumers purchasing or receiving them each year, gift cards also provide big opportunities for retailers with both recipients and purchasers — especially in the holiday season.

On behalf of Listrak, Harris Poll conducted an online survey of U.S. adults during the 2015 holiday season to gauge their habits on both purchasing and using gift cards to see where those opportunities lie.

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