Holiday Gift Cards Up, Returns Down

Forget frankincense and myrrh. They’d rather have a gift card

Every year, U.S. consumers spend billions on holiday gifts their friends and family members will eventually return. By one measure, however, shoppers have gotten better at identifying what not to buy. The percentage of Americans who return holiday gifts has fallen sharply since 2000, according to annual survey data compiled by America’s Research Group, while the number of people buying gift cards has jumped.

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