Gift Cards -
Most retail stores are very happy with their gift cards. IMO surveys have shown that many people who are given a gift card go into the store, and purchase more merchandise than the value of their gift card. These cards basically bring buyers into their stores.
Another aspect of gift cards, is that sometimes they are never used...or if they are used there may be $5 left on the card that is never used. (Lost card, misplaced card?)
With Nordstrom and Chicos gift cards, a cash refund is not an option. The gift card must be used for merchandise in a any of their stores or their online website.
IMO a gift card is a win/win for the store and the customer.
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