Gift cards may be small, but they mean big business to the retail and banking industries. According to MasterCard subsidiary TowerGroup, gift cards generate nearly $90 billion in sales each year. With every gift card comes fine print, which could mean additional fees or use limitations. Before buying a gift card, consumers should research the fees and limitations online or directly on a card’s packaging.
Types of Gift Cards
Bank-issued gift cards are branded with the logo of a major credit card company and can be used at any business that accepts the credit cards. Although flexible in use, bank-issued cards tend to charge a number of fees.
Retailer-issued gift cards are issued by stores, restaurants or other businesses and are usually redeemable in that business only. Their policies tend to be more consumer-friendly and they charge fewer, if any, fees.
Activation and Delivery Fees
Many bank-issued cards charge a fee just to be activated, while retailer-issued gift cards are usually activated for free. Walgreens drug stores sell dozens of retail and bank-issued gift cards. The retail-branded cards sold at Walgreens have no activation fees, but bank-issued gift cards with the Visa and American Express logos do require an activation fee.
If a gift card is purchased by catalog, phone or Internet, a shipping charge may apply. Shipping charges can be avoided by purchasing a card directly at a business location. Some gift card issuers will ship gift cards for free, so consumers should watch for such promotions.
Some cards utilize a dormancy fee, usually a monthly service fee, if it is unused for a period of time. A new federal law prevents a dormancy fee if a gift card has been used in the prior 12 months, and consumer pressure has led many gift card issuers to eliminate dormancy fees altogether.
Flexibility of Use
Each gift card has certain limitations. Some gift cards may require purchases to be made either in person or online, or may limit what types of purchases the gift card covers. Some gift cards have no time limit to redeem the card, while others add an expiration date, sometimes as little as one year from date of activation, or the unused balance is forfeited. Gift card issuers know that unused balances mean profits for them. Consumer Reports says nearly 10 percent of all gift card balances are never used, an additional source of revenue for companies that issue them.
Some retailer gift cards are redeemable at other retailers owned by the same parent corporation. Old Navy gift cards can be used at the Gap and Banana Republic stores, while a gift card to Chili’s can also be used at Romano’s Macaroni Grill, On the Border and Maggiano’s Little Italy.
Only a small number of retailer gift cards allow a user to redeem the card for cash. Old Navy cards, for example, allow cash to be redeemed if the card balance is below $5.
Lost or Stolen Cards
If a card is lost or stolen, most issuers will require an original receipt or the card number to replace it, so the receipt should be given with the gift card to the recipient. Some issuers charge a significant fee to replace a card.
Tips to Avoid Gift Card Scams
Scambusters.org warns consumers of schemes involving gift cards. Thieves can steal card numbers and customer service phone numbers off gift cards displayed in stores and later call in to find out if they have been purchased and activated. Once a card has been activated, the thief uses the card number to order items online, draining the gift card before the real owner has a chance to use it.
To avoid problems buying gift cards in person, Scambusters suggests only purchasing cards that do not show their numbers through the packaging or are displayed behind counters to avoid tampering.
Consumers should avoid buying gift cards from third parties like eBay, newspaper ads or CraigsList. These scams often involve stolen gift cards, used gift cards or even counterfeit gift cards that sell for less than the face value and leave a buyer with worthless cards.
With a little research and a few precautions, consumers can not only avoid the pitfalls of high gift card fees, they can also find just the right card that will be used and appreciated by the recipient. Researching the policies and fees of a particular gift card could avoid future problems and help a consumer find just the right gift card.
Victor Medina