New Counter Card Trumpets Trustworthiness of ABA Gift Cards

The tough economy is expected to take a toll on gift card sales this holiday season, according to the National Retail Federation, which is forecasting a drop in sales of about 5.6 percent even as the popularity and demand for gift cards grow. And while the downward trend in gift card sales has its roots in consumers' hesitancy to spend on anything this season, an abundance of recent news articles have warned shoppers to beware of gift cards' hidden pitfalls.

In addition to issuing reminders about some cards' hidden fees and declining values, this year consumer groups and retail experts are warning shoppers to be mindful that the struggling economy is going to push more retailers into bankruptcy, and when a company declares bankruptcy it doesn't have to redeem gift cards. Many consumers intend to heed these warnings, according to America's Research Group, which predicts that 64.4 percent of shoppers who normally give gift cards will give cash instead.

To help stores participating in the ABA Gift Card Program promote sales of their gift cards and allay customers' possible concerns, a new editable counter card highlighting the value and trustworthiness of ABA Gift Cards is now available on BookWeb.org.

With the headline "Gift Cards You Can Trust ... From Booksellers You Can Trust," the counter card lets customers know that the ABA Gift Cards, available at your store, will never expire, have no fees, and will be good at your store and at other participating indie bookstores and via their E-Commerce websites "next week, next year, and for as long as there is a breath in our book-loving bodies." There's also space on the counter card to add the store name and a personalized message.

Complete details about the ABA Gift Card Program, including a link to the new counter card, are available on the gift card page on BookWeb.org.