In a former life, I sold point of sale (POS) machines. We got bonuses for selling stuff like gift card add ons and the number one selling point to retailers was that some significant percentage of cards are never redeemed at all.
A decade ago, I worked on POS systems as a software engineer.
The selling point was absolutely hawking gift cards. Since we saw the data from companies, and we had a clause that gift cards expired (before the government stepped in) I remember being blown away by how many millions it was in pure profit.
I have been actively fighting gift cards in my family by giving cash. I’m all, it’s like a gift card but you can spend it anywhere! I took awhile, but little got into it.
I totally agree, and I definitely prefer cash too. Though, I think gift cards would make a tiny bit more sense if they were worth more than their selling price, since those money are getting tied into their ecosystem. However, that would effectively make them work like infinite discount coupons; E.g. pay 80€ for a gift card worth 100€ (20% off), then just instantly redeem it to save those 20% on anything you want to buy that costs 100€.
the number one selling point to retailers was that some significant percentage of cards are never redeemed at all.
That’s not a good thing though. Companies can’t recognize the money as “income” until it’s spent (until the gift card money is used). Until it’s income it can’t be paid as dividends to investors. It’s just stuck in a bank account gathering dust.
That makes the company look more sluggish. Its “working capital” has increased but income doesn’t go up. So the stats look bad. No, the interest from the money sitting in the bank isn’t worth it. Starbucks isn’t a bank and its investors expect more.
Nope, the money is counted as income straight away. Think about the process: person gives cash for gift card. Merchant now had the money and a promise to give that amount of inventory at a future date. Some of those promises are never acted upon, in which case merchant has the gift card money AND the merch which they can also sell.
Why would you comment on something you know nothing about?
Basic gift card revenue recognition
Companies cannot recognize revenue upon the initial sale of a gift card because of a key revenue recognition principle that states that revenue is recognized when or as an entity satisfies a performance obligation by transferring a promised good or service to a customer.
This is a good read. And also looks like it does mentioned unredeemed gc balance can be (partially) considered as breakage income? ( I don’t know anything about accounting, just want to point this out)
You should read that article carefully though. They even outline why this is a money maker later:
You might be wondering, how did I get $1650 in total revenue from a $1500 sale? Well, it’s true, because you were able to take 10% of the gift card in breakage income, and on an individual order/customer it can look funny, but on the whole, with your P&L, it’ll be offset by another gift card purchase not being used and money that was “indefinitely deferred!”
So, uhhh, I guess I’d ask, why would you comment on something about which you know nothing?
I get gift cards given to me, and put them in my wallet with the best intention of using them, then after 5 years I clean out my wallet and find them. And where I live they don’t expire, so I put them back into my wallet so I can not use them for another 5 years.
Isn’t this like the whole point of gift cards etc.
They already have your money and they hope you don’t spend it.
In a former life, I sold point of sale (POS) machines. We got bonuses for selling stuff like gift card add ons and the number one selling point to retailers was that some significant percentage of cards are never redeemed at all.
A decade ago, I worked on POS systems as a software engineer.
The selling point was absolutely hawking gift cards. Since we saw the data from companies, and we had a clause that gift cards expired (before the government stepped in) I remember being blown away by how many millions it was in pure profit.
Gift cards. Bleh
I have been actively fighting gift cards in my family by giving cash. I’m all, it’s like a gift card but you can spend it anywhere! I took awhile, but little got into it.
Same. I’ve managed to convince my family that gift cards just tie you into their ecosystem. With cash you can spend it anywhere.
I totally agree, and I definitely prefer cash too. Though, I think gift cards would make a tiny bit more sense if they were worth more than their selling price, since those money are getting tied into their ecosystem. However, that would effectively make them work like infinite discount coupons; E.g. pay 80€ for a gift card worth 100€ (20% off), then just instantly redeem it to save those 20% on anything you want to buy that costs 100€.
That’s not a good thing though. Companies can’t recognize the money as “income” until it’s spent (until the gift card money is used). Until it’s income it can’t be paid as dividends to investors. It’s just stuck in a bank account gathering dust.
That makes the company look more sluggish. Its “working capital” has increased but income doesn’t go up. So the stats look bad. No, the interest from the money sitting in the bank isn’t worth it. Starbucks isn’t a bank and its investors expect more.
Nope, the money is counted as income straight away. Think about the process: person gives cash for gift card. Merchant now had the money and a promise to give that amount of inventory at a future date. Some of those promises are never acted upon, in which case merchant has the gift card money AND the merch which they can also sell.
Why would you comment on something you know nothing about?
https://blog.leapfin.com/how-to-properly-recognize-gift-card-revenue
This is a good read. And also looks like it does mentioned unredeemed gc balance can be (partially) considered as breakage income? ( I don’t know anything about accounting, just want to point this out)
Ha, completely forgot about this.
You should read that article carefully though. They even outline why this is a money maker later:
So, uhhh, I guess I’d ask, why would you comment on something about which you know nothing?
I represent that demographic.
I get gift cards given to me, and put them in my wallet with the best intention of using them, then after 5 years I clean out my wallet and find them. And where I live they don’t expire, so I put them back into my wallet so I can not use them for another 5 years.