A Consumer Insights study** reports that the average value of the cards is $42, meaning that approximately 2,142,857,142 of the non-recyclable plastic things hit U.S. landfills every year. (Assuming that they are all redeemed which about 10% aren't.***) I cringe when I think of how many iTunes cards alone will ride on Santa's sleigh.
As if the traditional use of cards isn't enough, Target has recently started a practice of offering $5 Target gift cards with the purchase of two of selected items. So another landfill-bound piece of plastic is produced instead of just offering an immediate five dollar discount or sale price. Sure the gift card is designed as an incentive for people to come back, but what Target shopper doesn't routinely shop there? You can bet that the company is counting on you to lose/forget/fail to use the gift card that they baited you into through your initial double purchase.
So this holiday season, I encourage you to go green -- literally. Whenever possible, give the universal gift card; it's called cash. Cash may not be as sexy or feel as acceptable as a cute little gift card, but it is the ultimate in reusable and recyclable. It works in any store. It deposits in any bank account. It allows people to shop around and find the best deal instead of being locked into one store. You can bet that cash doesn't remain unused in a drawer or wallet. Likely it isn't lost either. Minimize the plastic-mania and tie a greenback around a sprig of holly. Trust me, they'll love it as much as any piece of plastic.
-- beth triplett
leadershipdots.blogspot.com
@leadershipdots
leadershipdots@gmail.com
leadershipdots.blogspot.com
@leadershipdots
leadershipdots@gmail.com
* news.cnet.com January 24, 2011 Study: Americans sitting on $30 billion in unused gift cards by Daniel Terdiman
** www.firstdata.com/downloads/thought.../Gift-Card-Insights-WP.pdf
***Time.com January 9, 2012 Billions Wasted by Brad Tuttle
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