In the USA in December 53.9% of the population purchased gift cards as Christmas presents according to the International Council of Shopping Centres and reported in 20 Jan 2011 USA Today by Jayne O Donnell. In January 36.3% were redeemed compared to 45% in the same month last year. Teenagers are the most likely people to redeem their gift card. According to the research consumers would rather purchase a sweater that was $50 for $25 than receive a gift card. Gift cards seem to be something we like buying as presents, but do not like receiving and using as gifts.