Some retailers have even given gift cards away in an effort to drum up business. Neiman Marcus. for example, sent $50 gift cards to prolific customers to entice them back for further sprees. Target will give a $l0 gift card to people who spend $l00 before noon on the Friday after Thanksgiving, which is considered the start of the holiday shopping season. Such handouts can be cheaper than sha~p store-wide discounts. which proved devastating to profits last year. Expiry dates add a sense of urgency, which retailers are eager to foster.
But many customers also have a crafty streak. Bargain-hunters are flocking to eBay and other websites to buy discounted, second-hand gift cards for their own use. eBay is thought to sell around 100,000 gift cards every month. PlasticJungle.com and other sites where people sell unwanted gift cards at discounts, as high as 40% are one pan of the gift-card business which has boomed of late.
参考译文
礼券,或者其高科技替代品礼卡(信用卡形式的凭证)是美国最受欢迎的礼物。礼券让送礼者不必费心挑选特别的礼物,同时也免去了收礼者不得不勉强收下礼物的忐忑。零售商同样喜欢礼券,因为礼券的利润丰厚。但是像大多数处于萧条期的商品一样,礼券变得更加难以转换,这促使人们对它进行一些彻底的重新设计。
据一家市场研究公司GFK的卢 佩恩所说,礼卡的利润之所以丰厚,是因为零售商可以预先收到栈,并且这些钱的大约10%是不返还的。当人们使用礼卡时,他们的消费通常超出礼卡内的金额,而这些用礼卡购买的商品,其利润都很高。
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