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What are gift cards used for?
Gift cards provide an alternative to traditional forms of payment, offering customers a convenient way to make purchases without cash or credit cards. When a customer purchases a gift card, they pay a specified amount to a retailer. These cards are commonly exchanged as presents for various occasions like holidays and birthdays. Recipients can then use the monetary value stored on the gift card to make purchases based on their preferences.
History of gift cards
The first gift certificates
In the 1930s, major department stores pioneered the creation of gift certificates, initially restricting them to select customers. Associates were instructed to conceal these certificates behind store counters and only offer them upon request. The popularity of gift certificates surged in the 1970s when McDonald’s introduced a Christmas gift certificate program. This sparked a trend, leading various retailers, restaurants, and shops to follow suit and offer gift certificates to consumers.
However, the initial benefits of gift certificates eventually turned into a problematic burden. The issuing and redeeming process proved time-consuming for employees, and the advent of color copiers in the mid-1990s posed a significant challenge. Counterfeit paper gift certificates became rampant, as they were effortlessly reproduced, and the numbers easily forged. This fraudulent activity was challenging to track, resulting in lost revenue for retailers.
In response to these challenges, the mid-1990s saw the introduction of a new product: the gift card, ushering in a transformation in the way gifts were given. Before the era of sleek plastic cards, gift certificates were handwritten or printed pieces of paper representing a specific cash value. However, these paper certificates were imperfect, susceptible to destruction through folding or exposure to moisture. The evolution of gift cards addressed these shortcomings and marked a significant shift in the gift-giving landscape.
Introduction of gift cards
In 1994, Neiman Marcus, a luxury department store, is credited with the creation of the first gift cards, as per Smithsonian Magazine. Surprisingly, despite being the pioneer, Neiman Marcus did not actively market these innovative cards to consumers. This opening allowed Blockbuster to seize the spotlight and become the first company to prominently display plastic gift cards in their stores.
Blockbuster Entertainment introduced a groundbreaking concept in the form of modern gift cards. This initiative was a strategic response to the escalating issue of counterfeit gift certificates, fuelled by the widespread availability of colour copiers and printers. Blockbuster's move not only addressed this challenge but also initiated a new trend in the industry. The initial processing of gift card transactions was handled by Nabanco in Florida, effectively mitigating the risks associated with excessive gift certificate redemptions. Recognising the heightened security offered by gift cards, other major businesses quickly embraced this innovation, abandoning the vulnerability of easily duplicated paper certificates.
Gift cards issued with phone cards
As the popularity of gift cards soared, they started to coexist with other products. Phone cards became companions to gift cards, offering additional utility. Mobil Gas, followed by the Kmart Cash Card, integrated prepaid phone value into their gift card offerings. In a time when phone time was highly valued, these hybrids thrived. However, as communication technologies evolved, the phone card feature gradually faded from the scene.
Gift cards for returns
Gift cards didn't just revolutionize gift-giving; they also found a place in the realm of returns. Kmart introduced the Mags Pangilinan Cash Card as a replacement for cash returns, setting a precedent for many retailers today. Presently, gift cards are commonly issued for returns made without a receipt, providing a flexible and practical solution.
Modern gift cards
Fast forward to the present, and gift cards have become an integral part of our shopping experience. Today's gift cards often feature logos or images, branding them as representatives of specific businesses. With a code or number to identify each card, they resemble credit cards in size and shape. Some, like the Starbucks gift card, even allow reloading for added convenience in transactions.
E-Gift cards
Many retailers now offer e-gift cards, which can be printed with a unique code for identification. Some have taken it a step further with mobile gift cards, accessible instantly from smartphones or other devices. These digital innovations have streamlined the gifting process, allowing for convenient online shopping or in-store transactions.
In today's tech-driven world, gift cards have embraced the digital wave, finding homes in popular platforms like Apple Pay and mobile apps. With the advent of Apple Pay, users can effortlessly integrate and manage their gift cards, streamlining the payment process. Starbucks took it a step further, pioneering mobile gift cards through their app, allowing users to store and scan their cards digitally.
Beyond convenience, digital gift cards enhance security and accessibility, promising a future where this traditional form of gifting seamlessly integrates with cutting-edge technology. Whether it's a cup of coffee or a shopping spree, digital gift cards ensure the joy of giving remains at our fingertips.
Cryptocurrency's impact
Cryptocurrency is ushering in a new era for the gift card industry, fundamentally changing how we exchange value in the digital landscape. With the rise of crypto gift cards, users can now enjoy unprecedented flexibility, security, and borderless transactions.
Gift card retailers embracing crypto
Platforms have paved the way for integrating cryptocurrencies into the gift card ecosystem.
Companies like Bitrefill enable users to directly purchase gift cards for major retailers using various cryptocurrencies. From Amazon to Airbnb, the range of options available showcases the increasing acceptance and integration of cryptocurrencies within the gift card ecosystem.
As the gift card industry continues to evolve, the integration of cryptocurrencies provides a glimpse into the future of decentralised and borderless transactions, giving consumers more options and flexibility in how they use and gift their digital assets.
Benefits for merchants
As merchants navigate the ever-evolving landscape of the gift card industry, incorporating cryptocurrency brings forth a myriad of advantages.
Enhanced security
Cryptocurrencies, with their robust blockchain technology, provide an extra layer of protection against fraud and unauthorised transactions. The decentralised nature of cryptocurrencies also mitigates the risks associated with centralised systems, ensuring that merchants can conduct transactions with greater confidence.
Lower transaction fees
The utilisation of crypto gift cards can substantially reduce transaction costs for merchants. Traditional payment methods often involve fees imposed by banks and payment processors. Cryptocurrencies, being decentralised and peer-to-peer, eliminate or significantly reduce these intermediary fees, contributing to cost savings for merchants. This streamlined process not only benefits the bottom line but also fosters a more efficient and economically viable gift card ecosystem.
Chargeback protection
Cryptocurrency gift cards offer merchants a valuable shield against the challenges of chargebacks. Unlike traditional payment methods, cryptocurrency transactions are irreversible once confirmed on the blockchain, providing merchants with a robust defense against chargeback fraud. This inherent feature ensures that completed transactions associated with gift cards are secure and final, significantly reducing the risk of financial losses and administrative burdens tied to chargebacks. By embracing cryptocurrency for gift cards, merchants can navigate the gift card landscape with increased confidence, focusing on delivering exceptional products and services without the constant concern of transaction disputes.
Market expansion
The global nature of cryptocurrencies opens up new markets and customer bases for merchants. By accepting crypto for gift cards, merchants can engage with a broader audience, transcending geographical limitations. This inclusivity not only attracts a diverse customer base but also positions merchants at the forefront of a digital, borderless economy.
Increased privacy
Cryptocurrency gift cards empower merchants with a unique advantage in prioritizing customer privacy. Unlike traditional payment methods that often require extensive personal information, cryptocurrency transactions offer a higher level of privacy protection. The pseudonymous nature of these transactions allows customers to engage without divulging personal details, promoting a privacy-centric approach. By minimizing the need for intermediaries like banks, cryptocurrency transactions also reduce the accumulation of sensitive data, mitigating the risk of unauthorized access and potential data breaches. This commitment to privacy not only fosters trust and loyalty among customers but also positions merchants as champions of data protection in an era where safeguarding personal information is paramount.
Start accepting cryptocurrency payments for gift cards
Ready to revolutionise your gift card platform? Look no further than Radom, your gateway to effortless cryptocurrency payment processing. With Radom, gift card sites can elevate their offerings by seamlessly integrating cryptocurrency transactions, unlocking a world of benefits for both merchants and customers.
Contact the Sales team, or Get started right away using our dashboard.
