Where store
issued gift cards have made little impact, prepaid debit gift cards seem to be
making up. Its many applications include business-to-business gift giving,
giving to the "un-banked," teens and students. In addition prepaid
gift card are used for product promotional campaigns and marketing such as
surveys. Others are offering the card for shopping sprees and for secret
shoppers. Parents are using it as a way to teach budget balancing and
frugality. It has proved a useful tool for corporate and household reward
systems.
Prepaid
gift cards are actually stored value cards. The concept entered the market in
the late 1990s and is gaining momentum. Stored value cards were used as a means
of employee payment in the form of payroll cards. In time stored value
processors leveraged their stored value platform to develop other commercial
applications, such as corporate incentive cards, employee expense cards, etc.
The core providers of prepaid gift cards are traditional credit card processors
who are opting to leverage their existing client base via the banking industry.
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