Half of UK consumers still prefer a physical gift card to a digital prepaid offering, according to a YouGov survey.
Commissioned by the UK Gift Card and Voucher Association the survey said that British consumers will spend £2bn on gift cards and vouchers in the run up to Christmas.
However, the same organisation said that 50% of consumers prefer a physical card, showing that although some of the biggest retailers have chosen this year as a good time to launch their first virtual gift cards, plastic does not look like disappearing from the prepaid scene any time soon.
Andrew Johnson, director-general of the association, said: "As the industry has grown, we have seen brands getting more creative and competitive in their card designs.
"As opposed to electronic and paper vouchers, plastic gift cards have the appeal of a physical object that can be reloaded and used over and over.
"With gift cards so visually appealing these days, it’s not surprising to see that consumers have physical gift cards on their Christmas wish lists this year."
Household names Debenhams and Mothercare are among the stores that have launched digital cards in the countdown to Christmas 2013.