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With customers finding out that Gift Certificates from large branded companies like recently bankrupted circuit city are soon to be worthless, they would be even more warry to buy from an ecommerce site, especially if you are not well branded.
The list won't apply to everyone; and it won't be necessary to tick all the boxes - but probably worth a thought. For me, without at least some of these, I'll just give the recipient a cheque - or ask them to pick something out from your store up to $#*$!.
If/when the company folds (files bankruptcy), the consumer has to file to recoop what they can. That can be 1% or less of the value, depending on how bad the company was in debt. To file might cost more than the value of the cert.
With the big companies folding, consumers are more wary of the small ones.
Also, check your state law regarding when a gift cert can expire. With the publicity lately, consumers are becoming more aware that certs can really expire!
[edited by: lorax at 1:37 am (utc) on Jan. 15, 2009]
All history now: the B/M place closed for unrelated reasons...