Gift cards and certificate sales have been growing 11% to 15% annually since 1993. The National Retail Federation reports the trend is clearly moving toward plastic. For retailers, profit margins go up. For consumers, perceived value multiplies. Why plastic? With company logos and stunning design motifs, plastic gift cards are an exciting form of branding, a constant reminder of the merchant and its products. They boost the perceived value of the gift. Credit card sized, they're easier to manage and more durable than paper. They also mean fewer returns (shoppers pick exactly what they want), and perhaps additional purchases, as shoppers apply remaining balances to more expensive items. They can also be reloaded after the initial pre-paid amount has been spent. Parents can add dollars for children's clothing allowances. Businesses can use them as debit cards in ongoing incentive programs, adding buying power as employees accumulate points. Think of them this way: A plastic gift card is a license to shop, a ticket to browse, a promise that "gaudy ties" are history. It's a perfect gift in a society that finds reasons to give all year round. Industry analysts have stated that 80% of retailers have converted from paper gift certificates to plastic gift cards. Choose a gift card program that fits your style and budget. Card thickness ranges from .012" to .030". Cards can be rectangular or practically any imaginative die cut shape. Up to six colors can be specified for both sides. Metallic inks, foil imprints, holograms, and signature panels are options. Magnetic stripe encoding, high-resolution bar coding, numbering, and personalization are also available. Finishes include high-gloss film lamination and liquid coating. Each gift card can be individually packaged for activation at point-of-sale. Another option is Arthur Blank's patented RAC® Card, a non-packaged, .030", one piece point-of-sale hanging gift card. The RAC® Card is a two-section, snap-apart, plastic card with a multipurpose "delta" hole that fits most retail peg systems. Hanging on a rack at point-of-sale, the top half can display promotional copy and a blank space for a write-in greeting. The bottom half features a laminated magnetic stripe card. The card is activated by swiping it through a check-out reader. The RAC® Card can be manufactured with standard PVC, the CornCard™ PLA or the AB RecycledCard™. Also consider The DualKard™, an easy to use product that creates a myriad of marketing and sales opportunities. The DualKard™ features two ISO sized credit cards joined together, each with its own magnetic stripe and ScanGuard® protection. Create multi-application campaigns with combined loyalty and gift cards. For direct mail programs, Arthur Blank's comprehensive card personalization, mailing, and database management services ensure seamless, fast, and accurate delivery of gift cards directly to your customers.