The Amazing New World of Discounted Gift Cards
Once upon a time, people gave gifts. For holidays, birthdays, and special occasions, your friends and family would buy you a necktie or transistor radio, a necklace or a crock-pot. The problem was that no one knew your taste in neckties or whether three crock-pots were already languishing in your cupboard. This situation resulted in many exchanged gifts. For the vendor, this meant a loss of profit, due to the manpower needed to handle the exchanges. Furthermore, the returned merchandise was often not in pristine condition or was poorly re-packaged, creating a product that could no longer be sold as grade-A. On December 26th, the stores had to deal with long return lines and lost profits.
One could always give a gift certificate, of course, which allowed the recipient to buy what he or she preferred. It was a good deal for the stores, as it meant no return on that transaction, no ruined merchandise or repackaging, and one more little goodie: slippage, from the word “slip,” as in “to fall by the side.” It refers to the fact that if the gift certificate was not redeemed, the store got free money!








