Letters to the Editor
[Re: Loose Cannon: Pushing The Envelopes, Direct Newsline, Monday, January 7, 2008]:
Your point about the gift cards was very well taken. They are a
desirable gift, but as you said in your article, some people hate to
give them because they are a cop-out.
Elsewhere on the Internet, it turns out that much of the profit
from gift cards comes from unredeemed cards. It should be illegal for a
company to hold anyone's money on the ground that the expiration date
has passed. This would become pure fraud if I sent $100 for my
daughter's gift certificate, and then a company refused to redeem it
because the expiration date has passed.
These gift card buyers have deposited $50, $100, or more real
dollars into their ACCOUNT for use by a future customer. Out West, we
would have regarded [failure to honor this deposit] in court as "grand
larceny over $100" and there would have been many months in the slammer
for company executives.
Fred Morath
Fred Morath Direct Marketing
Natick, MA
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