The secondary gift card market is a delicate topic in the gift card industry. It's sort of like a dirty little secret that’s extremely helpful for consumers. In this market, consumers can recycle, regift or exchange their unwanted or unused gift cards for something that is of more use to them. It's a free market, or markets and with the access to internet today these exchange sites are literally at consumers' fingertips. While this new market may leave unwanted gift card holders jumping for joy, retailers are as thrilled. Secondary gift card markets can be seen as devaluing retail brands. These markets essentially allow consumers to trade in one brand for another, making the currency that was previously brand specific, brand agnostic. Currency no longer gets funneled into a retailer's business, but rather commoditized on the open market. Diane Freeland, GiftCard Partners' VP of Client Relations, comments on the commoditization of the secondary gift card market stating, "These secondary marketplaces offer consumers the opportunity to trade unwanted gift cards that they were received as a gift at a less than face value for the cards they are trading." Selling a retailer's brand for less than face value can have unforeseen consequences that only time will tell. Secondary gift card markets are a sensitive subject in the gift card industry, and it is certainly something we will keep an eye on. Check back to this space for more information on this subject as we track the industry’s response.