Gift Cards:The Incredible Shrinking Gift?

Narrated Package Plus Additional
B-Roll and SOTS

The following footage is provided free of charge by the American Bar Association for use in news broadcasts at your editorial discretion.

SUGGESTED ANCHOR LEAD:

This holiday season, shoppers are expected to spend more than $17 billion on gift cards. Although these cards are convenient and one-size-fits-all, the American Bar Association says some come with an unwanted surprise for those unwrapping them.

Lee Miller has more.

TITLES IN ORDER:

COUNTDOWN:
Ch. 1 – Narrator
Ch. 2 – BG & SOTS
Pkg. Runs 1:57

Plus Additional
B-Roll and SOTS
Unedited Footage TRT 2:00

Shoppers

Gift cards

Narrator:
A growing number of Americans will wake up this holiday season to find gift cards under their tree. For the nearly 70 percent of consumers who say they will give them, gift cards are a convenient way to cross guess work off their holiday list.

Chris Hong

Consumer SOT:
If I don’t know what to get a person, I’ll just get them a gift card -- they’re usually pretty happy with that.

Sarah Nydegger

Consumer SOT:
I think we are getting lazier, and gift cards just make it a lot easier.

Shopping visuals

Narrator:
But some cards come with strings -- such as fees that eat away at their value if you don't use them right away and expiration dates -- that can dim the holiday glow.

Paula Bryan

Consumer SOT:
The last gift card I received as a gift lay in my cupboard too long and now it expired and I can’t use it.

Customers checking out etc.

Graphic

Gift Card Tips
Ask about policy
Who issues card
Expiration dates
Fees
Keep receipts and packaging

www.ABALawInfo.org

Narrator:
Officials are taking action in those states where it's illegal for gift cards to expire or diminish in value. Shoppers can do their part, too. The American Bar Association has some online tips to be a smart gift card giver -- and recipient.

-Ask the salesperson to explain the store's policy.
-Know who issues the card and where you can redeem it.
-Check out all expiration dates
-Watch for extra fees, especially those that reduce the value of the card if it hasn't been used within a specified time period
- Record the number of the gift card and keep the receipt in case the gift card is lost.
-Keep the card in its folder or holder. It often contains valuable information.

Robert Grey
President
American Bar Association

The American Bar Association wants consumers to know what they are getting into when they buy gift cards. Its like any other purchase, buyer beware. Some gift cards offer better deals than others. What we want to make sure is that consumers understand the terms of the gift cards. We want to make sure that the only surprise that the recipient gets is the surprise that the giver wants them to have.

Shoppers

Narrator:
Gift cards can bring joy to the holiday season –as long as you ask the right questions.

Judy Brewer

Consumer SOT:
I always ask when I go to the counter if there is an expiration date and if there is one, I won’t buy it. Because it's too easy to forget.

People walking out of store

Additional B-Roll

-Holiday Shoppers

-www.ABALawInfo.org

GREY SOT:
Gift cards may be an easy gift to give, but we want you to put some thought into giving a gift card, so loved ones aren’t stuck with hidden costs or expiration dates.

Additional SOT:
Chris Hong
Holiday Shopper

Additional SOT:
Sherise Brown
Holiday Shopper