U nlike frequent travel loyalty program miles and points — in which I questioned yesterday in this article as to whether or not they are a currency — gift cards use actual currency to comprise its value. You can get gift cards for just about any company at many denominations of value — such as a gift card to a restaurant worth $25.00…
…but you also have to watch out for the 5 pitfalls of gift cards — because if you do not pay attention, you could get burned.
Here is a list of the 5 pitfalls of gift cards into which you should be careful not to fall.
1. Limited Use of Gift Cards
Like miles and points, gift cards are limited in scope as to where you can use them. You might have $30.00 in value on that Bed, Bath and Beyond gift card; but it will do you no good in paying for your shrimp scampi dinner at Red Lobster — unless, of course, you were able to sell or trade it.
On the positive side, some gift cards are good at multiple establishments because they are part of the same company. For example, if you have a gift card good at Chili’s restaurants in your possession, it is most likely also good at Romano’s Macaroni Grill, Maggiano’s Little Italy and On The Border Mexican Grill and Cantina, as all four restaurant chains are all brands under Brinker International — so if you would rather have a meal of Chicken Parmesan with pasta at Maggiano’s instead of a hamburger with French fries at Chili’s, you have that option.
Check the fine print on your gift card to see exactly where it can be used.
2. Inactivity Fees and Expiration Dates
The last thing you want to do is use your gift card at an establishment — thinking you have $30.00 to spend — only to find that when the time comes to pay your bill, you only have a remaining balance of $20.00 because you did not use the card within several months of its activation…
…or worse: have no funds at all because your gift card expired.
Fortunately, this announcement on Tuesday, March 23, 2010 from the Federal Reserve Board of the United States detailed final rules — meant to protect consumers from certain unexpected costs and require that gift card terms and conditions be clearly stated — to restrict the fees and expiration dates which may apply to gift cards.
Expiration dates for funds underlying gift cards must be at least five years after the date of issuance, or five years after the date when funds were last loaded.
The final rules prohibit dormancy, inactivity, and service fees on gift cards unless:
- You have not used the certificate or gift card for at least one year
- No more than one such fee is charged per month; and
- You are given clear and conspicuous disclosures about the fees; so check the front and rear sides of the gift card to ensure what are the rules, terms and conditions of the gift card — as well as supporting documentation which you should have received with the gift card
3. You Forget About Your Gift Card — Which is What Retailers Want
Believe it or not, people forget that they have gift cards; or they simply lose them — and that is what retailers want.
Why?
It is basically free money for them — although it is considered unearned revenue liability on their balance sheets until customers redeem the gift cards. Remember, the gift card has already been paid; but the value of it still had not been used because there had not yet been an exchange of merchandise or services for the amount of money remaining on the gift card.
In 2015, $130 billion was spent on gift cards, according to this article written by Robert Teitelman and Lawrence C. Strauss for Barrons — and approximately $1 billion of those gift cards were unused last year. “This unused card value, known as breakage or spillage, is down from $6.9 billion in 2008, the year before a federal law cracked down on cards that had short expiration periods or charged monthly fees on a card’s balance. There has been more than $21 billion in cumulative breakage since the start of 2008, though breakage fell sharply in 2009 and 2010 after the new regulations” — referring to the aforementioned announcement from the Federal Reserve Board of the United States.
That is a substantial amount of cash left on the table — and you do not want to be one of those people who are out of that money.
Use your gift card as soon as possible — but if you cannot do so, at least keep all of your gift cards in a designated place where you know you will find them or encounter them during your everyday routine.
4. Beware of Fraud
Although being the victim of fraudulent activity is somewhat more difficult with a gift card than with actual money, it still happens.
When someone I know told me of an experience at a fast food restaurant recently — which prompted me to relay this cautionary tale about how an employee tried to convince a customer that the value of the gift card had been depleted and offered to keep it when it still did have some cash value, as you should watch out when using a gift card — you could be scammed; and a number of readers of The Gate imparted similar experiences.
“I used a gift card at Walmart and after using it, the cashier threw my card in the trash can saying zero balance left”, according to this comment posted by caveman, who is a reader of The Gate. “I specifically told her to give me back my card even if it is empty. She looked at me surprisingly and said you cannot load any money on to it once it is empty. When I came home and checked the balance, there was still some 8 $ balance left on it.”
There is also this cautionary tale imparted by Kalboz — who is another reader of The Gate — who learned a $745.00 lesson after purchasing Hyatt gift certificates from eBay which actually had no value by the time the attempt to use them occurred. A similar situation could happen with gift cards as well as gift certificates.
Fortunately, other readers of The Gate offered some advice in order to give yourself better protection against fraud — such as Carl P, who advises you to “Know the card number (at least the last few numbers). It’s an easy sleight of hand to hand you back a different card (zero balance).”
The other problem with a gift card is — like money — if someone steals it from you, there is little you can do about it. Unlike credit cards, gift cards offer you no protection with your funds should someone abscond with it.
Many gift cards do have identification numbers on them; so if you know the identification number of a certain gift card, you can try to call the company which issued it and explain that it was stolen — but depending on the company, do not expect much to be done about it. Still, you may want to consider taking a photograph of the gift card before venturing out to use it — just in case.
Write the remaining balance on the gift card with a permanent marker is this simple but effective advice imparted by Rye.
5. The Retailer Suddenly Goes Out of Business
While a company going out of business is typically unlikely, it can — and has — happened. Unless forms of recompense have been outlined by the company or its legal team, you can lose the value of your gift card immediately where it becomes completely worthless.
Consider the case of Here To Serve Restaurants — which had been in continuous operation since 1996 but suddenly closed their ten restaurants in the Atlanta metropolitan area on October 6, 2015.
“I am one of the unfortunate holders of un-redeemed H2S gift cards…. several thousand dollars worth!” andrew kronitz — who is a reader of The Gate — posted in the Comments section. “I plan to file as an unsecured creditor once the corporation files bankruptcy. I’m assuming most holders won’t file same, though my attorney plans to request allocation from judge based on entire amount of un-redeemed gift card balances outstanding at time of mass closures.”
Lisa liaw had an unused balance of several hundred dollars on her gift card as well; and she wanted to join andrew kronitz in the potential litigation to get her money back.
I have heard nothing pertaining to holders of gift cards of Here To Serve Restaurants since then; so I cannot tell you whether or not legal action was filed against the former restaurant chain, which will not reopen.
Many people who used gift cards as vehicles to profit via a practice known as manufactured spending lost a lot of money when a company called Gift Card Rescue suddenly went out of business, as originally reported in this article written by Kathy Kass of Will Run For Miles…
…and Kathy Kass is an attorney who offers this advice: “I am in the process of locating the legal papers and order referred to in the above order. In the meantime, if you are awaiting payment from Gift Card Rescue, you may well be out of luck — you should nevertheless act promptly. First, check for balances on any cards you may have sent in. And, second, try contacting the company itself, and if needed, the appropriate agency or an attorney.”
Read the comments of her article — as well as the comments of this article written by Shawn Coomer of Miles To Memories — to see just how many thousands of dollars readers of those articles have collectively lost.
This incident was enough for Dakota of Majored in Miles at TravelUpdate to declare why he is finished with gift card arbitrage — and be sure to read the comments of that article as well.
Summary
I never pay full price for a gift card — and neither should you.
For me, there has to be a value-added benefit for me to go through the trouble of purchasing a gift card. Maybe a portion of the value of the gift card will be donated to a good cause. Perhaps purchasing a gift card will save me some money. For example, you could have saved a discount of ten percent last year on the total value of purchasing a gift card or gift certificate from Hyatt Hotels Corporation.
To save money on gift cards, ensure that you keep up with the myriad of deals offered on them on what seems to be every day. For example, many deals on gift cards are conveniently listed here at Doctor of Credit.
I have personally received gift cards as a token gesture for charitable activities such as donating platelets. In fact — in cities such as Milwaukee, Atlanta and Chicago — the American Red Cross is offering you an incentive: donate blood or platelets through August 31, 2016 and you will receive a gift card claim code worth five dollars at Amazon. If you are interested, check with the American Red Cross in your local area to see if this incentive is available to you in order to mitigate the current critical blood shortage.
You could also earn free gift cards by participating in a particular promotion. For example, you still have until Sunday, August 28, 2016 to receive a Best Western gift card worth $50.00 when you stay two separate times at participating hotel and resort properties in the United States, Canada, or the Caribbean Islands.
Contests and sweepstakes offer gift cards as prizes which you can win — and you usually do not have to look beyond BoardingArea to find them. For example, a $50.00 iTunes gift card and a $50.00 Amazon gift card are only two of the prizes being offered — which can potentially improve your travel experience — in the Ultimate Gadget Giveaway in celebration of the launch of TravelUpdate where you have a chance to win. You only have until through Friday, August 5, 2016 at 3:00 in the afternoon Mountain Daylight Time to enter, however.
Gift cards also can be used as a gift — surprise, surprise — to someone who enjoys patronizing a particular establishment; but you are unsure of what exactly that person would want. Although money would accomplish the same task — in fact, the recipient could spend it anywhere he or she wants at any time — gift cards are not quite as impersonal.
In any event, ensure that you get the maximum use out of any gift cards which you possess; but realize that there are inherent risks with purchasing, using or selling gift cards — and ensure that you are completely aware of those risks to avoid any of the 5 pitfalls of gift cards.
All photographs ©2016 by Brian Cohen.
