Shopping for Gift Cards Online: When a Good Idea Turns into a Very Bad Experience

I love getting gift cards to my favorite stores. There's something magical about receiving a gift card and heading off to shop for a new, soft, red scarf or a pair of hip high heels: I get to choose what I want and have the joy of receiving a present. What's not to like? As a result, I often give carefully selected gift cards to others.

My friend Lauren, who loves to read, for example, is tricky when it comes to choosing the perfect book. She's the type of person who always has three books in progress at the same time (a book by her bed, to relax her before she goes to sleep, such as a romance; a book to take to the gym to prop on her recumbent bike, which she describes as her "virtuous" reading, such as a biography; and a book to take when she has an appointment that involves waiting, such as a visit to a doctor or dentist, which is usually a mystery). As a result, it's impossible to keep track of what she's already read! Giving her a gift card to a local bookstore guarantees that she'll shriek with joy and say, "You angel! You know me so well."

I have another friend who's addicted to Starbucks (she admits it herself), so a gift card to her favorite coffee place makes her eyes gleam even brighter than a grande latte with whipped cream. And so it goes....

Purchasing Gift Cards Online: the Grinch Stole My Greeting

I've always purchased gift cards in local stores without problems. Recently, however, I had a bad cold AND a terrible back ache. I wanted to buy a gift for a couple's anniversary, a thank you present for Lauren (who had survived cat sitting for me for a week), and a birthday gift for a relative. I've purchased products online, but never gift cards.

First, I looked at Cost Plus, which I thought would be the perfect place to choose for a gift card for the anniversary gift. Items for their home, assorted foods and beverages, even toys for their beloved dog - Cost Plus would offer them a world of shopping entertainment. I checked online, discovered that Cost Plus shipped quickly, had no handling fee or shipping fee for gift cards, and allowed me to include a message.

Decision made. I ordered the gift card, and it arrived. I gave them the gift card, they were delighted, and all was good. I viewed Cost Plus fondly - and then I happened to receive a gift card, purchased online, from the same store.

I eagerly took it to my local Cost Plus, thinking about opting for a new bangle or bracelet. I made my choice, took it up to the cash register -- and was told the card did not work. The cashier tried calling the national corporate office. It was a Saturday, and finally, after much difficulty, she connected with a person. I talked with that person, who said it appeared that my gift card had not been activiated. Since it was Saturday, that particular office was closed. I gave the woman my name and phone number and card number, and she promised to call me the next week as soon as it was activated.

I never received a call. It took a series of emails to someone in their corporate offices to have the card activated. The person apologized - but they made no offer to do something to compensate for the fact that I had driven across town to use a card that supposedly had already been activated before shipping (certainly the gift card envelop made no reference to activation).

Shopping Score for Cost Plus: One good experience, One bad experience.

Give Me a Cup of Coffee...But Don't Rush

I decided to buy a Starbucks gift card. There's a Starbucks on almost every corner, right? Surely they could get the online gift card experience right.

It didn't start off too well, when I discovered that unlike Cost Plus, Starbucks does charge for gift cards: $1.50 more to buy it and have it sent online then if I purchased it in the store. I was in a rush, though, so I went ahead and ordered. And waited.

The gift card was supposed to arrive by December 9 - I ordered it in November, to make sure it had plenty of time to arrive before I included it with a Xmas gift and sent it to a friend. When it failed to show up, I emailed the Starbucks customer service people. I also filled out their online inquiry form, hoping one of those methods would work. I received two different responses.

Response 1:
Dear Joanne,
>
> A technical error occurred that caused a delay in the shipment of some of
> our gift card orders. We apologize for any inconvenience this may cause.
>
> We have shipped your gift card order, and it should be arriving no later
> than 12/17.
>
> Again, we sincerely apologize for any inconvenience this situation may have
> caused. Thank you for shopping with us!
>
> If we can be of any further assistance, please reply to this email, or call
> us toll-free at 800-571-7289. Our Customer Service hours are Monday-Friday
> 7:00 a.m.-5:00 p.m. PT, Saturday 8:30 a.m.-4:30 p.m. PT.
>

Response 2:

> Dear Joanne,
>
> A technical error occurred that caused a delay in the shipment of some of
> our gift card orders. We apologize for any inconvenience this may cause.
>
> We have reshipped your gift card order, and it should be arriving no later
> than 12/22.
>
> Again, we sincerely apologize for any inconvenience this situation may have
> caused. Thank you for shopping with us!
>

At this point, I requested a refund, which I did receive.

Score for Starbucks: Bad for charging a fee. Bad for delaying...and then delaying again. A half-hearted good in that they did do the refund promptly, including the handling fee.

Anyone Got a Good Book?

My final attempt at buying gift cards online: Barnes and Noble bookstore. I choose a card...and the site hung. And hung. And delayed, and delayed. I tried starting over. Same problem. I tried waiting an hour. Same problem. I gave up on that store.

Score: I should have brought a book to the computer to read while I waited!

Final Words of Gift Card Wisdom
Don't let your mouse do the shopping!