iTunes Gift Card

James Klein gave his sister Katharine this iTunes gift card as a Christmas present. A large consumer of music, Katharine, and many other millennials, turned to digital files for her music collection rather than previous generations that had purchased records, tapes, and CDs.
Distributing music through computer networks transformed the music industry. Apple Computer became the leader through its iPod media players and iTunes store. Traditional “brick and
mortar” companies had to adapt to online shopping by creating websites and offering gift cards that could be used online as well as in stores.
The use of gift cards began in the 1990s and took off quickly. Gift givers liked the cards because it helped them avoid gift mistakes and gift receivers enjoyed the cards because they could use the card to get what they want. Retailers liked gift cards because they lower the gift return rate, bring in additional business, and often don’t get redeemed.
Object Name
gift card
Physical Description
plastic (overall material)
green (overall color)
red (overall color)
overall: 2 1/8 in x 3 3/8 in x 1/32 in; 5.3975 cm x 8.5725 cm x .07938 cm
ID Number
serial number
catalog number
accession number
Industry & Manufacturing
Computers & Business Machines
American Enterprise
See more items in
Work and Industry: Production and Manufacturing
American Enterprise
American Enterprise
Data Source
National Museum of American History, Kenneth E. Behring Center
Credit Line
Gift of Katharine Klein

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