Abogados de Inmigracion

Gift-givers with little time to shop, for example, regard the plastic cards as a practical, modern alternative to cumbersome paper gift certificates. Industry experts also believe more consumers are choosing gift cards as a result of stricter return policies, which deter shoppers from taking chances with their purchases.

The cards are gaining popularity with gift recipients as well. In a survey by research firm Synergistics Research Corp. in Atlanta, of 1,000 consumers, 64 percent said they found gift cards to be "valuable," with 48 percent describing them as "very valuable." And it's easy to see why. Not only are gift cards versatile and stylish, they are easy to carry, which increases the likelihood gift recipients will actually use them.

Merchants are quickly catching on to the merits of gift cards, which can dramatically boost sales, since shoppers usually spend more than their cards' initial value. When customers do leave unspent balances, the money is kept on their cards. Storeowners no longer have to offer cash refunds. This means shoppers must either return to use up their cards or write off any unspent amounts. Significantly, almost 14 percent of gift card recipients never use their cards' full value, and of those customers, 40 percent leave balances of more than $5, according to Synergistics. Although unused balances don't count toward sales, they do represent increased income to merchants.

Other advantages gift cards offer include convenience and security. Compared to paper gift certificates, electronic cards are virtually impossible to counterfeit. The cards are worthless until activated at the point of sale. This reduces the risk of theft from customers and employees. And because gift cards are safer, sales clerks don't have to scrutinize them as closely as paper gift certificates, which lets them ring up customers more quickly. Best of all, gift card sales are easier to track, because transaction records and reports are generated and stored electronically.

Some applications for gift cards are less obvious, but equally important. Many retailers use them to handle returns from customers who don't have receipts, for example. Other business owners give low denomination cards to shoppers as incentives to visit again. Gift cards also offer great advertising opportunities. Most gift and loyalty card providers allow store owners to affordably customize their cards with at least a company logo and contact information.