After the stock market declined following the 2008 Credit Crisis and Great Recession, most average Americans left the stock and equity markets because of fear and discontent in what has become a manipulated system. And with trading volumes down year over year, and an estimated 13.8% of all Americans actually owning shares in a corporation, retailers on Oct. 13 announced a new scheme to try to get people back into equities through the introduction of stock share gift cards .