An assortment of gift cards, many from U.S. national retailers such as Best Buy, Target and Home Depot.

A gift card is a restricted monetary equivalent or scrip that is issued by retailers or banks to be used as an alternative to a non-monetary gift. Highly popular, they rank as the second-most given gift by consumers in the United States (2006) and the most-wanted gift by women, and the third-most wanted by males.^[1] Gift cards have become increasingly popular as they relieve the donor of selecting a specific gift.^[2] In Canada, $1.8 billion were spent on gift cards and in the UK, it is estimated to reach 3 billion (GBP) for 2009 whereas in the United States, about $80 billion were paid for gift cards in 2006.^[3][4] The recipient of the gift card can use it at his or her discretion within the restrictions set by the issuing agency.

History[link]

The first giftcard using a payments infrastructure was introduced by Blockbuster Entertainment in the fall of 1994 in Ft. Lauderdale, Florida. In the beginning, the Blockbuster giftcard was to replace gift certificates that were being counterfeited with recently introduced color copiers and color printers. It was this over redemption of giftcards that launched the search for an alternative. The first giftcard transactions were processed by what was then, Nabanco of Sunrise, Florida. Nabanco was the developer of the first platform for the processing of giftcards using existing payment infrastructure. Blockbuster was later followed by a card by Neiman Marcus, and the Mobil Oil gas card which initially offered prepaid phone value provided by MCI. Kmart was the next introduction of the Kmart Cash Card which in the early generations provided prepaid phone time with AT&T. Later this feature was dropped as it was not profitable and both Kmart and Mobil. The Kmart Mags Pangilinan Cash Card was the first replacement for cash returns when a shopper did not have a receipt for a gift. This practice of giving a cash card in place of cash for non-receipted returns is common place today in most merchants. From these early introductions, numerous retailers began to adapt a giftcard program to replace their gift certificate programs.

Function and types[link]

A gift card may resemble a credit card or display a specific theme on a plastic card the size of a credit card. The card is identified by a specific number or code, not usually with an individual name, and thus could be used by anybody. They are backed by an on-line electronic system for authorization. Some gift cards can be reloaded by payment and can be used thus multiple times.

Cards may have a barcode or magnetic strip, which is read by an electronic credit card machine. Many cards have no value until they are sold, at which time the cashier enters the amount which the customer wishes to put on the card. This amount is rarely stored on the card but is instead noted in the store's database, which is crosslinked to the card ID. Gift cards thus are generally not stored-value cards as used in many public transport systems or library photocopiers, where a simplified system (with no network) stores the value only on the card itself. To thwart counterfeiting, the data is encrypted. The magnetic strip is also often placed differently than on credit cards, so they cannot be read or written with standard equipment. Other gift cards may have a set value and need to be activated by calling a specific number.

Gift cards can also be custom tailored to meet specific needs. By adding a custom message or name on the front of the card, it can make for an individualized gift or incentive to an employee to show how greatly they are appreciated. Some companies like American Express^[5] offer custom designs on the cards for businesses wishing to add their logo. Special order cards are available for businesses.

Gift cards are divided into "open loop" or "network" cards and "closed loop" cards. The former are issued by banks or credit card companies and can be redeemed by different establishments, the latter by a specific store or restaurant and can be only redeemed by the issuing provider. The latter, however, tend to have fewer problems with card value decay and fees.^[1] In either case the giver would buy the gift card (and may have to pay an additional purchase fee), and the recipient of the card would use the value of the card at a later transaction. A third form is the "hybrid closed loop" card where the issuer has bundled a number of closed loop cards; an example is free gift cards for a specific mall.

Gift cards differ from gift certificates, in that the latter are usually sold as a paper document with an authorized signature by a restaurant, store, or other individual establishment as a voucher for a future service; there is no electronic authorization. A gift certificate may or may not have an expiration date and generally has no administrative fees.

Bank-issued gift cards may be used in lieu of checks as a way to disburse rebate funds. Some retailers use the gift card system for refunds in lieu of cash thereby assuring that the customer will spend the funds at their store.

"Gift Card Malls" first appeared in 2000 in Safeway and Walgreen stores, where a customer could select from an assortment of open-loop cards. This selling format is now found in many supermarket, convenience and other high-traffic retailers in the US and Europe. Blackhawk Network, a division of Safeway, and Incomm are the two leading Gift Card Mall distributors. Online gift card malls are also gaining popularity, led by GiftCardLab, GiftCertificates.com, GiftCardMall.com and TheGiftCardCentre.co.uk. The popularity of gift cards has given rise to the secondary gift card market, led by GiftCardRescue.com and GiftCardBin.comusers are able to sell their unwanted gift cards for cash as well as purchase gift cards at a discount.

A Charity Gift Card allows the gift giver to make a charitable donation, and the gift recipient to choose a charity that will receive the donation.

Mobile and virtual gift cards[link]

Mobile gift cards are delivered to mobiles phones via SMS messages and phone applications including iPhone applications allowing users to carry only their cell phones. Benefits include tying them to a particular phone number and ease of distribution through email.

Virtual gift cards are delivered via e-mail to their recipient, the benefits being that they cannot be lost and that the consumer does not have to drive to the bricks and mortar location to purchase a gift card.

The Happy Birthday Gift Card™,^[6] one of the top leading brands of Gift Cards

The Happy Birthday Gift Card™ Mobile App allows people to send money to others using Short Message Service (SMS). Its lower costs, faster speed and convenience compared with traditional transfer services have strong appeal to users in developing markets, and most money transfer services signed up several million users within their first year.

Send the gift of cash to friends, family & co-workers anywhere in the World...It's the Perfect Birthday Gift!

Target,^[7] one of the top sellers of Gift Cards in the US and Starbucks^[8] have launched mobile gift cards. Several companies are expected to follow their lead including gift card vendors like snapgifts.^[9]

Other companies, such as GiftCardLab, GiftRocket and Giftly, have introduced virtual gift cards that users redeem on their smartphones.^[10][11] Both GiftRocket and Giftly allow users to transfer money from one account to another. The merchant is not involved in the loop, therefore it's not a traditional gift card. It's more of a cash transfer.

Pitfalls[link]

It has been argued that holiday giving destroys value due to mismatching gifts.^[12] The most efficient way to keep value in gifting would be to give cash, however this is socially acceptable only within limits. Gift cards, to a degree, may overcome this problem but have certain pitfalls. Some feel that the absence of the thought of selecting a specific gift makes a gift card a worse choice than a poorly executed but individual gift.^[13] New products in the gift card industry are evolving to tackle this "impersonal" pitfall of gift cards. New services launched by some service providers allows for customization and personalization of gift cards.^[14]

Gift cards have been criticized for the ability of the issuing authority to set rules that are detrimental to the consumer. Thus the recipient may have to face expiration dates, administrative fees, restrictions in use, and absence of adequate protection in case of fraud or loss.^[2] Over time the value of a gift card may become zero. However, these issues have diminished significantly in recent years. Many states have enacted laws limiting or prohibiting all fees or expiration dates for gift cards. Further, because of the negative impact on sales that such policies can have, most merchants have adopted and even advertise a "no fee, no expiration" policy for their gift cards, whether or not state laws require it.^[15] In 2011, an estimated 2.5% of gift cards imposed an expiration date and 2.7% imposed post sale fees.^[16]

A quarter of gift card recipients still haven't spent gift cards a year after receiving them, according to a Consumer Reports survey. And a majority of people say they end up spending more than the value of the card once they get to the store.^[17]

Gift cards are considered unsecured debt by bankruptcy courts, and as such can become valueless when a company files for Chapter 11 reorganization,^[18] although companies work hard to avoid such cases if they expect to remain in business. Unless the company intends to liquidate, the value of gift cards is often preserved in bankruptcy.

Redemption rate[link]

Not all gift cards are redeemed. The card may be lost; there may be time decay (expiration and fees) or complex rules of redemption; the recipient may not be interested in the store that accepts the card or be under the false assumption that not using it will save money for the giver. It has been estimated that perhaps 10% of cards are not redeemed, amounting to a gain for retailers of about $8 billion in the US in 2006.^[4]

Incentive of Choice[link]

Companies like InComm, National Gift Card Corp. and Incentive CardLab are able to offer the incentive community hundreds of gift cards from retailers and restaurants nationwide in bulk, and oftentimes, with discounts.^[19][20]

Regulations[link]

Canada[link]

In the provinces of Manitoba, Ontario, Alberta, British Columbia, Saskatchewan^[21] and Quebec, legislation has been passed to ban expiry dates and fees collected on gift cards.^[22] It does not apply to cards where there is a direct agreement between the user and the bank that issues the card. It refers to the Open Loop gift card program.

United States[link]

In the past, uniform standards concerning gift cards did not exist. This was set to change as an addendum to the Credit CARD Act of 2009 directs the federal government to create consumer-friendly standards pertaining to gift cards.^[23] Most notably, the new regulations prohibit retailers from setting expiration dates unless they are at least 5 years after the card’s date of issue or the date on which funds were last added to the card. In addition, retailers are no longer able to assess dormancy, inactivity, or service fees unless the card has been inactive for at least 12 months, and if fees are added after that period, the details of such fees must be clearly disclosed on the card. Additionally, retailers are unable to levy more than one fee per month. The new provisions took effect on August 22, 2010.^[24]

Open loop cards are governed by rules of the Comptroller of the Currency, however oversight has been criticized.^[2] Closed loop gift cards are subject to rules set by different state regulations, and issuing authorities vary widely in the rules they set for the consumer.^[2] Rules can be changed by the issuer without notifying the consumer.^[1][4]

See also[link]

• Rebate card
• [Gift Card]

References[link]

This article needs additional citations for verification. Please help improve this article by adding citations to reliable sources. Unsourced material may be challenged and removed. (July 2010)

Gifts under a Christmas tree

Red gift box.

A gift or a present is the transfer of something without the expectation of payment. Although gift-giving might involve an expectation of reciprocity, a gift is meant to be free. In many human societies, the act of mutually exchanging money, goods, etc. may contribute to social cohesion. Economists have elaborated the economics of gift-giving into the notion of a gift economy. By extension the term gift can refer to anything that makes the other happier or less sad, especially as a favor, including forgiveness and kindness.

Presentation[link]

Traditional envelope containing money as a gift, from Japan

When material objects are given as gifts, in many cultures they are traditionally packaged in some manner. For example, in Western culture, gifts are often wrapped in wrapping paper and accompanied by a gift note which may note the occasion, the recipient's name, and the giver's name. In Chinese culture, red wrapping connotes luck.

Occasions[link]

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The occasion may be:

• Expression of love or friendship.
• Expression of gratitude for a gift received.
• Expression of piety, in the form of charity.
• Expression of solidarity, in the form of mutual aid.
• To share wealth.
• To offset misfortune.
• Offering travel souvenirs.
• Custom, on occasions (often celebrations) such as
  • A birthday (the person who has his or her birthday gives cake, etc. and/or receives gifts) This is most commonly from a family member or girlfriend/boyfriend.
  • A potlatch, in societies where status is associated with gift-giving rather than acquisition.
  • Christmas (People give one another gifts, often supposedly receiving them from Santa Claus, the Christ child or Saint Nicholas.)
  • Feast of Saint Nicholas (People give each other gifts, often supposedly receiving them from Saint Nicholas.)
  • A wedding (the couple receives gifts and gives food and/or drinks at the wedding reception.)
  • A wedding anniversary (each spouse receives gifts.)
  • A funeral (visitors bring flowers, the relatives of the deceased give food and/or drinks after the ceremonial part.)
  • A birth (the baby receives gifts, or the mother receives a gift from the father known as a push present.)
  • Passing an examination (the student receives gifts.)
  • Father's Day (the father receives gifts.)
  • Mother's Day (the mother receives gifts.)
  • Exchange of gifts between a guest and a host, often a traditional practice.
  • Lagniappe.
  • Retirement Gifts
  • Congratulations Gifts
  • Engagement Gifts
  • House Warming Day Gifts

Legal aspects of gifts[link]

At common law, for a gift to have legal effect, it was required that there be (1) intent by the donor to give a gift, and (2) delivery to the recipient of the item to be given as a gift.

In some countries, certain types of gifts above a certain monetary amount are subject to taxation. For the United States, see Gift tax in the United States.

In some contexts gift giving can be construed as bribery. This tends to occur in situations where the gift is given with an implicit or explicit agreement between the giver of the gift and its receiver that some type of service will be rendered (often outside of normal legitimate methods) because of the gift. Some groups, such as government workers, may have strict rules concerning gift giving and receiving so as to avoid the appearance of impropriety.^[1]

Religious views[link]

Lewis Hyde remarks in The Gift that Christianity considers the Incarnation and subsequent death of Jesus to be the greatest gift to humankind, and that the Jataka contains a tale of the Buddha in his incarnation as the Wise Hare giving the ultimate alms by offering himself up as a meal for Sakka. (Hyde, 1983, 58-60)

In the Eastern Orthodox Church the bread and wine that are consecrated during the Divine Liturgy are referred to as "the Gifts." They are first of all the gifts of the community (both individually and corporately) to God, and then, after the epiklesis, the Gifts of the Body and Blood of Christ to the Church.

Ritual sacrifices can be seen as return gifts to a deity.

See also[link]

References[link]

1. ^ http://www.usda-ethics.net/rules/holiday-guidance.htm

Further reading[link]

Wikimedia Commons has media related to: Gifts

Look up gift or giving in Wiktionary, the free dictionary.

• Marcel Mauss and W.D. Halls, Gift: The Form and Reason for Exchange in Archaic Societies, W. W. Norton, 2000, trade paperback, ISBN 0-393-32043-X
• Lewis Hyde: The Gift: Imagination and the Erotic Life of Property, 1983 (ISBN 0-394-71519-5), especially part I, "A Theory of Gifts", part of which was originally published as "The Gift Must Always Move" in Co-Evolution Quarterly No. 35, Fall 1982.
• Jean-Luc Marion translated by Jeffrey L. Kosky, "Being Given: Toward a Phenomenology of Giveness", Stanford University Press, 2002 by the Board of Trustees of the Leland Stanford Junior University, (cloth : alk. paper) ISBN 0-8047-3410-0.

Look up card in Wiktionary, the free dictionary.

Card (from Greek χάρτης - chartēs, "paper, papyrus") primarily refers to an entire or piece of card stock.

Card may refer to:

Small flat objects[link]

As a surname[link]

• Andrew Card, politician, Secretary of Transportation under George H.W. Bush and White House Chief of Staff under George W. Bush
• Orson Scott Card, science fiction author
• David Card, Canadian labour economist and professor at the University of California, Berkeley
• Michael Card, American Christian singer-songwriter, author, and radio host

In sports[link]

• Card (sports), the lineup of the matches in an event
• Arizona Cardinals, a National Football League team nicknamed the "Cards"
• St. Louis Cardinals, a Major League Baseball team nicknamed the "Cards"

Other[link]

• Failed to parse (Missing texvc executable; please see math/README to configure.): card

, in mathematical notation, a function that returns the cardinality of a set

• A tool for carding
• Apple IIe Card, a compatibility card
• Cards (iOS), a card-making application on iOS

As an acronym[link]

• Community Assistance for Reconstruction, Development, and Stabilisation (CARDS) programme, the European Union's main financial assistance instrument to the western Balkans
• Caspase recruitment domain or CARD domain, an interaction motif found in a wide array of proteins
• Wolfson Centre for Age-Related Diseases
• Credit CARD Act of 2009 (Credit Card Accountability, Responsibility, and Disclosure Act of 2009), signed into law in 2009 by President Obama
• Collegiate Aerial Robotics Demonstration, a competition
• Collaborating Agencies Responding to Disasters, a non-profit focused on emergency preparedness or underserved communities
• Child Abduction Rapid Deployment, FBI Team

The Card[link]

The Card may refer to:

• The Card, Arnold Bennett's 1911 novel
  • The Card (1922 film), based on the novel
  • The Card (1952 film), based on the novel
  • The Card (musical), based on the novel
• "The Card", an episode of SpongeBob SquarePants (season 6)

See also[link]

• All pages beginning with "Card"

• All pages with titles containing "Card"

• Card game
• Carding (disambiguation)

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