Gift cards look harmless—tiny plastic rectangles, shiny digital codes, easy gifts for holidays and birthdays. They’re marketed as stress-free solutions, but behind the cheerful designs and convenience is a billion-dollar strategy that tilts in favor of the companies, not the people spending them. Retailers love them for a reason: they generate revenue before a product even leaves the shelf.
While the buyer feels generous and the recipient feels lucky, the real winner is usually the business that issued the card. The six hidden advantages companies enjoy might make you see those “thoughtful” cards a little differently.
