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The gift card-giving trend continues to gain popularity. In fact, the gift card replaced apparel as the top gift purchase in recent years. According to a survey from the National Retail Federation, more than two-thirds of consumers polled last year intended to buy at least one gift card as a holiday gift. As a result, manufacturers of plastic products are capitalizing on this latest niche. “Everybody I talk to in the industry is gearing up for that market. The larger companies such as Wal-Mart and K-Mart have already purchased enough [gift cards] last year to hold them over, unless they’re running a new marketing campaign,” said Terry Hardy, vice president of sales and marketing for Plastilam, Salem, Mass.
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