Book Sense Gift Card Program Shows Strong Growth

The Book Sense Gift Card Program experienced healthy growth during 2004. The number of participating stores has risen to approximately 250 locations, and between October 1 and December 31, 2004, the average sale-per-card rose by 3.1 percent compared to the same period in 2003.

Sample Book Sense Gift Cards

"There have been countless media reports on how the popularity of gift cards has grown over the past year," noted Jill Perlstein, director of marketing for ABA. "Certainly, the Book Sense Gift Card Program is no exception. And as more and more bookstores join the program in the New Year, we fully expect the gift card program to continue its strong growth in terms of both popularity with consumers and profitability for booksellers."

Between the period of October 1, 2003 (the inception of the Book Sense Gift Card program) and December 31, 2003, approximately 100 bookstores sold 25,099 gift cards for sales totaling $641,958, for an average sale-per-card of $25.58. Over the same period in 2004, however, approximately 250 locations sold 91,307 gift cards for sales of just over $2.4 million, or a sale-per-card of $26.36.

A look at gift card sales throughout 2004 indicates strong incremental growth, though seasonal purchasing is a significant factor, of course. Not surprisingly, the average sale-per-card dipped ever-so-slightly in the few months after the holidays. However, the average sale-per-card increased over the next six months.

Overall, the program showed fairly consistent growth as the number of bookstores participating in the program increased and as the popularity and acceptance of gift cards, in general, grew.

Here is an overview of some key Book Sense gift card sales stats for 2004:

• Between January 1 and March 30, participating bookstores sold 10,044 gift cards for sales totaling $251,397, with an average sale-per-card of $25.03.

• For the period April 1 through June 30, there were 27,371 gift cards sold with the average sale-per-card increasing to $25.71.

• Between July 1 and September 30, bookstores sold 16,540 gift cards for sales totaling $438,220, with an average sale-per-card of $26.49.

• Between October 1 and December 31, bookstores sold 91,307 gift cards, and the average sale-per-card was $26.36; however, in December the average sale-per-card jumped to its highest point of the year, to $26.62.

"Obviously, due to the dedication and commitment of independent booksellers across the nation, the Book Sense Gift Card program has grown remarkably since its inception over a year ago," Perlstein said. "We're looking forward to an even more successful New Year."