Small But Thriving Digital Gift Card Niche

December 11th, 2012

That could change soon. Companies that specialize in digital cards say they are about to tap a gold mine. “We’ve found that no one’s waiting any more, everyone’s trying to figure out how to get into this space,” says Tom Niedbalski, senior vice president of business development at Transaction Wireless, a San Diego company that provides digital gift cards for chains including Buffalo Wild Wings, Finish Line, and Land’s End. The company added 100 retail brands over the past year and now processes for 150, Niedbalski says. Since Transaction Wireless also sells plastic gift cards, it has tracked consumer preference. “We’re seeing at least 60% gravitating to digital cards,” says Niedbalski.

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