Business Gift Cards
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Business gift cards are a double-edged sword. Consumers like them and business owners reap great profits from them. Most people have been faced with the dilemma of what to buy for a friend, loved one, co-worker, or acquaintance. So in some situations, the cards may be a great choice for people who are indecisive about what type of gift to buy another person, especially when they don't know the individual very well. One the other hand, they are sort of the lazy person's way out of making tough choices. Also, nothing is more impersonal than credit-card sized plastic business gift cards. The act of giving should not be taken lightly. Remember Proverbs says that a gift opens the way for the giver and leads him or her into the presence of the great. During the rush and confusion of the Christmas season many people are looking for ways to cut corners and save time. Not only can the plastic presents be bought in traditional retail establishments and stuck in catchy greeting cards, they can also be ordered online and mailed directly to the recipient. Perhaps the plastic presents are simply another indication of how the real and true meaning of giving is being obscured or lost all together. Picture this scenario: the Magi present Christ with three chiseled stones for the local myrrh, frankincense, and gold bullion distributors.
No amount or monetary value attached to business gift cards can compare to the greatest gift of all, which was given by the Lord. "Wherein in time past ye walked according to the course of this world, according to the prince of the power of the air, the spirit that now worketh in the children of disobedience: Among whom also we all had our conversation in times past in the lusts of our flesh, fulfilling the desires of the flesh and of the mind; and were by nature the children of wrath, even as others. But God, who is rich in mercy, for his great love wherewith he loved us, Even when we were dead in sins, hath quickened us together with Christ, (by grace ye are saved;) And hath raised us up together, and made us sit together in heavenly places in Christ Jesus: That in the ages to come he might shew the exceeding riches of his grace in his kindness toward us through Christ Jesus. For by grace are ye saved through faith; and that not of yourselves: it is the gift of God: Not of works, lest any man should boast. For we are his workmanship, created in Christ Jesus unto good works, which God hath before ordained that we should walk in them. (Ephesians 2: 2-10)
But, despite any negative opinions floating around out there about business gift cards, once the concept of letting a person choose their own present was introduced to the world, the idea took instant flight and began to soar up to great heights. Now, even in a tight economy, it doesn't appear that the trend will be heading back to earth any time soon. Online statistics indicate that in 2007 approximately $60 billion in cards were purchased. And nearly 12 percent of those cards were purchased during the Christmas shopping season. In fact, those same online statistics showed that more $25 billion worth of the cards were sold in the months of November and December alone. Now, business gift cards certainly do have a proper place. A book lover would certainly enjoy a chance to shop at one of the many fine brick and mortar or online bookstores. A seafood lover would salivate at the opportunity to dine at a fine restaurant. But gifts for special occasions and certain people require a personal touch, expenditure of time, and some effort. Christmas, birthdays, and anniversaries are just a few occasions. So it's not unreasonable to challenge the assumption that gift cards are suitable for all situations, as some people like to claim.
For the most part, gifts are supposed to be given from the heart along with an element of fun and surprise because that's really what is important. The process should be a time of joy for the giver, too. For many consumers, business gift cards are a matter of convenience. As a result, business owners and marketers have fallen into the mother lode. Although there is a slight chance that a person who has been given a card may never return to that business once he or she has drained the value of the card, that isn't usually the case. Keep in mind, that as far as the retail or restaurant owner is concerned, business gift cards are the equivalent of borrowing money on a short-term basis. The retailer may sell the card in November, but the actual merchandise, food, or service may not be delivered until weeks or months later.
An online supplier claims that companies and owners benefit in several ways when consumers purchase their credit-card sized offerings. First, the products are capable of increasing profits with less work and far less risk than traditional sales and marketing techniques. That's because the cards are low-maintenance. Generally speaking, with the exception of a small counter display or rack, the credit-sized offerings don't take up much retail space. Also, the gifts allow the recipient to choose exactly what he or she wants to purchase. Therefore, return and re-shelving costs are virtually eliminated. Also, one company's selection of cards is often displayed in many other business establishments. This is relatively inexpensive and good advertising. Altruistic intentions aside, most businesses now know that donating business gift cards to charities and non-profit organizations, raffles, fund-raisers, and other causes gets their organization noticed and increase profits.
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