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Walmart Research Finds Women Are Becoming More Practical with Gift Card Use this Holiday Season


Female shoppers still want gift cards for themselves and children, but have different spending plans

BENTONVILLE, Ark. – Women clearly are the shopper-in-chief for the holidays and Walmart today unveiled new research on their gift card buying and spending plans this season. One in two women shoppers said they still plan to give gift cards this season and even more said they would like to receive a gift card. Additionally, the research found gift card redemption may be shifting more from traditional “wants” to everyday “needs” including groceries. Some shoppers also will choose to re-gift the bonus gift cards they receive with select purchases this year.

Conducted this month, Walmart’s survey of female shoppers – fielded by BIGresearch – found:

* Nearly 70 percent of respondents would like to receive a gift card this holiday to select their own gift;
* Nearly half (48 percent) of respondents would like to have a gift card for groceries, in addition to restaurants, discount and department stores;
* More than half of those shoppers surveyed (56 percent) plan to buy a gift card this year, and 18 percent plan to spend $40 to $50 on gift cards;
* When asked about spending, 54 percent of gift card purchasers agree children and teens will spend their gift cards on electronics, but that adult spending would primarily go towards apparel and accessories (44.2 percent) and food (40.4 percent);
* Nearly 30 percent of those surveyed said they would consider re-gifting a bonus gift card they receive with a purchase.

“Gift card wish lists are more practical this year" said DeDe Priest, Walmart senior vice president, food division. “Walmart shoppers can stretch their gift card dollars further and make purchases that work best for family and future plans, all in one place.”

Walmart’s Gift Card Offerings
Because of Walmart’s strength and offerings, a Walmart Gift Card is expected to be more sought after this holiday season. Walmart is offering consumers the opportunity to personalize their gift cards for individual recipients. In-store and online, shoppers can find up to 50 Walmart Gift Card designs including: add your own photo, a holiday “snow globe,” scratch and sniff, and even a Christmas tree card that can be decorated. Additional Walmart Gift Card offerings include a variety of branded or “themed” gift cards, such as sports and new baby, as well as cards highlighting popular electronics and toys brands. Walmart Gift Cards also have no expiration date.

Starting this week, Walmart is offering shoppers bonus gift cards with select purchases,* including:

* Sony Blu Ray Player ($298) – $50 bonus Walmart Gift Card
* Fuji 8.1 MP Digital Camera ($89) – $10 bonus Walmart Gift Card
* Select XBOX 360 video games ($59.74) – $10 bonus Walmart Gift Card
* DVDs including The Dark Knight, Kung Fu Panda, Iron Man and Wall_E ($19.96) – $5 bonus Walmart Gift Card

eGift Cards Another Perfect Last Minute Gift
For those who delay Christmas shopping until the last minute, eGift cards from can be sent any time – even Christmas morning. An eGift card is emailed to a recipient within hours of the order, and can immediately be used to shop online at There are several designs from which to choose as well. More information surrounding Walmart gift cards can be found online at

About the Gift Card Research
BIGresearch conducted an online survey of over 300 females across the country in December 2008. All respondents had shopped at Walmart over the past three months and of those shoppers, over 25 percent shop at Walmart at least once a week.

* Prices starting Dec. 14 while supplies last. Prices listed represent the majority of Walmart stores nationwide. Some restrictions apply, void where prohibited

About Wal-Mart Stores, Inc. (NYSE: WMT)
Every week, millions of customers visit Walmart Stores, Supercenters, Neighborhood Markets, and Sam’s Club locations across America or log on to its online store at The company and its Foundation are committed to a philosophy of giving back locally. Walmart (NYSE: WMT) is proud to support the causes that are important to customers and associates right in their own neighborhoods, and last year gave more than $296 million to local communities in the United States. More information about Walmart can be found by visiting Online merchandise sales are available at


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