If you’ve ever forgotten somebody’s birthday, had to buy a gift for the friend who has everything or waited in line to return an ugly shirt from Aunt Beryle, then you know the power of gift cards. Gift cards make gift giving easy, and for most retailers, they add another dimension to the store — customers can shop without fear of buying the wrong gift and retailers can communicate with customers they didn’t know they had.

This Retailer’s Guide offers some ideas to help you incorporate a gift card program into your store mix and market these sales tools to customers, both new and old.

In this guide, you'll learn about:

• Why offer gift cards
• It’s easy to start a gift card program
• Marketing gift cards
• Other uses for gift cards
• More tips