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A new survey has found that 22% of adults purchased cards at a gift card mall this year, up from 14% in 2006. The poll also reveals that 60% of recipients have redeemed all of the gift cards they received in the past holiday season. The Comdata research found that 80% of consumers would prefer to receive a gift card from a favorite store rather than a gift chosen for them by the giver. More than half say they would be very or somewhat likely to purchase a gift card at a kiosk or cart at an airport or shopping mall. One-quarter of purchasers bought one or more gift cards online. Of those, approximately one-third indicated that this was the first time they had purchased a gift card through the Internet. Comdata says 53% of respondents say they often spend more than the original amount on the gift card, adding an average of 17%.
