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American Express Gift
"Chequelist":
Gifting Insights from Expert Peggy Post
New York (May 1, 2000)—With gift-giving occasions growing almost exponentially and personal tastes displaying a dizzying diversity, American Express® Gift Cheques asked America's foremost authority on etiquette for advice for coping with what is threatening to become a treacherous task. “Selecting the right gift for the right person for the right occasion is more confusing than ever,” says Peggy Post, director of The Emily Post Institute, Inc. Post offers two insights that can immediately alleviate the stress associated with gift-giving:
Monetary Gifts: Appealing To Both Gift Giver and Recipient According to a recent survey conducted by Diagnostic Research International for American Express Gift Cheques, the popularity of monetary gifts such as cash and equivalents such as gift cheques is on the rise, with the majority of those surveyed (70 percent) saying they had given monetary gifts over the prior 12 months. “Giving monetary gifts such as the American Express Gift Cheque says that you're thoughtful enough to give the recipient the freedom to choose his or her own gift,” says Post.
Indeed, the fact that “monetary gifts allow freedom of choice for the recipient” was cited by the majority of survey respondents - 62 percent of the men and 68 percent of the women - as the number one reason to give a monetary gift.
Among the reasons cited by nearly half (47 percent) of the women and almost a third (31 percent) of the men queried was this: “Monetary gifts are great to give to people out of town.” “It isn't just a question that a monetary gift is easier to send, it's that it can be spent against local goods and services which might be unique to the recipient's area - a favorite restaurant, for example, or a specialty boutique,” explains Post.
Not All Monetary Gifts Are Created Equal
The American Express Gift Cheque leverages the brand's universal
acceptance by service establishments worldwide to create a truly
global gift certificate that can be used for even the most local
of goods and services.
With cash, personal checks and retailer-specific gift certificates, there is potential for several inconveniences.
“Gift certificates associated with a specific retailer can limit the freedom of choice that makes monetary gifts so appealing to gift givers in the first place,” says Post.
Additionally, the recipient of a personal check needs to first deposit or cash the check before purchasing the gift - an intermediate step that can subtly undermine the connection between purchase of the gift and the memory of the gift-giver. And with personal checks or cash, there's also the possibility of loss or theft.
By contrast, American Express Gift Cheques do not need to be deposited, and are fully replaceable if lost or stolen. “Since there is no intermediate step, American Express Gift Cheques are sure to make the recipient feel special twice - once when the gift is received and again when it is redeemed,” says Post. “And Gift Cheques are elegantly packaged as a gift should be.”
An Elegant Gift For All Occasions
In developing the look for American Express Gift Cheques, American
Express created an elegant gold design that integrates what is
surely one of the world's most widely respected luxury logos:
the American Express Centurion. A coordinating gold envelope with
distinctive gift card that can be personalized underscores the
graciousness of the Gift Cheque vis-ŕ-vis other monetary alternatives.
For maximum flexibility, Gift Cheques are available in denominations of $25, $50 and $100. A minimal purchase fee is applied to each cheque. To use, the recipient simply signs the American Express Gift Cheque upon receipt and countersigns it at point of purchase.
Gift Cheques can be purchased at a number of outlets including banks, credit unions and AAA offices, and all domestic American Express Travel Service Offices. Consumers can also order Gift Cheques via phone toll free at 1-800-828-GIFT.
Post recommends American Express Gift Cheques as appropriate for a wide variety of gift-giving occasions, including:
American Express Company is a diversified worldwide travel, network, and financial services provider founded in 1850. It is a leader in charge and credit cards, Travelers Cheques, travel, financial planning, investment products, insurance and international banking. American Express introduced Gift Cheques in 1987 in response to popular demand for a monetary gift product that offers thoughtfulness, elegance and convenience.
For more information, visit www.americanexpress.com/giftcheques.
Peggy Post, America's foremost authority on etiquette, is the author of five books including the 75th anniversary edition of “Emily Post's Etiquette,” “Emily Post's Weddings” and “The Etiquette Advantage in Business: Personal Skills for Professional Success.” She also pens monthly columns for Good Housekeeping and Parents magazines. Peggy is a third-generation member of the Emily Post family, carrying on the tradition Emily established in 1922 with her first book of etiquette. Peggy has conducted hundreds of appearances and media interviews on all subjects of etiquette.
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