American Express is conducting a consumer awareness campaign around gift card redemption prompted by its own research indicating that most Americans will receive at least one gift card during the holiday season.
AmEx research shows that 60% of holiday shoppers intend to give gift cards over the source of this holiday season.
Amex is seeking to build awareness about utilizing the cards and not forgetting about them with print ads this week in the New York Times and Washington Post.
“Gift cards are still relatively new in the marketplace and there are some things consumers may not be aware of,” said AmEx spokesman Robert Sherman. “We want to close the loop and make sure people who receive them have a good time and splurge on themselves.”
This marks the second straight year AmEx has run a post-holiday gift card awareness campaign. Among the tips AmEx offers in its current campaign are:
- Know your balance. Jot down the balance somewhere. AmEx gift card recipients can also keep track by entering the gift card number online at www.americanexpress.com/gift.
- Go use it. Redeem your card sooner than later. Keep it safe in your wallet so you can redeem it when you find that special item you’re seeking.
- Show the cashier. When you’re prepared to use it, show the cashier your gift card immediately and indicate the amount you intend to use from it. Informing the cashier at the outset will ensure a smoother transaction since check-out systems vary from store to store.
Consumers should also read the terms and conditions of each gift care they receive. Depending on applicable law, AmEx notes that a $2 service fee is waived if the card is used within 12 months of purchase. A $5.95 replacement fee may apply if the card is lost or stolen.
Consumers can consult the AmEx Web site for additional terms and conditions related to AmEx gift cards.
