For the perfect gift, just head to the grocery store
By MARK ALBRIGHT
Published September 6, 2004
Shoppers can do all their Christmas gift buying at a grocery store this year.
That's because grocery chains are beginning to stock prepaid gift cards that can be cashed in at a variety of retailers ranging from Blockbuster Video to Nordstrom to Toys "R" Us.
Publix Super Markets Inc. begins stocking gift cards for 15 retail chains Tuesday in - where else - the greeting card aisle. Shoppers just toss the card in their cart.
The cards are activated for any amount up to $500 at the checkout. Some chains' gift cards can be purchased only in set amounts. AMC Theaters cards, for example, can be set only in $25 or $50 denominations.
It's also important to read the fine print on each card. Publix cards have neither a service fee nor an expiration date after which the card becomes worthless. But some of the retailers' cards it sells do. They may also have service charges that erode the unspent value by a couple of bucks every month.
The cards are not just for stores. Publix will sell Marriott International and some restaurant chain cards, too.
"We think it's a great convenience," said Maria Rodamis, spokeswoman for the Lakeland-based supermarket company.
In only a few years, gift cards have mushroomed into a $32-billion industry. Gift buyers like them because it's a quick transaction. Surveys say almost half of all gift recipients prefer them because they get what they really want, not what Uncle Joe or Aunt Flo thinks they might. Retailers like them because they get all their money up front, yet many cards are never completely cashed out.
In the transition, Publix is converting its gift certificate program to prepaid plastic gift cards. Publix officials hope a lot of companies that use gift certificates to buy holiday gifts for employees, clients or service people will like the simpler transaction.
But there is one limitation they might not like: Unlike gift certificates, gift cards cannot be programmed to exclude alcohol or tobacco products.
