Response to complaint from Woolworths Wish Gift Card

As a follow up from the artice where I complained about a Woolworths Wish Gift Card that had expired, there is some good news!

This is the response from Woolworths Wish Gift Card customer service;

Dear Kathy,

I am writing in response to the correspondence you submitted via the
WISH Gift Card website on Friday 01st August 2008, in regards to the
funds on your expired Gift Card.

Please note that all WISH Gift Cards expire 12 months from the date of
purchase. This is stated in the terms and conditions printed both on the
back of your Card and on the cardboard carrier which the Cards are
attached to. Full terms and conditions are available from

As a gesture of good will I have reactivated your Gift Card. The new
expiry date is 04th September 2008.

Please ensure that you use your Card prior to the new expiry date as no
further extensions will be offered.

[name removed for privacy]
Group Financial Services

Well, this is a partially positive outcome – at least now I get access to the funds that were still left on the card. But this doesn’t address the bigger issues of;

Gift cards expiring after a period of time (in this case 12 months). The value of money over time – or net present value – means that a gift card actually depreciates in value as soon as it’s bought. After 12 months, a $100 card will really only give you $95 worth of purchasing power. Sure, this doesn’t seem like a lot of money for one card, but multiply this by hundreds of thousands of Wish Gift Cards issued annually and the value soon starts to add up – in favour of Woolworths!

Card not showing the expiry date. In my case, the assistant who issued the card did not print the expiry date on the card – so how was I know it was to expire?

My advice – if you get a gift card, use it as soon as you can – and if you can avoid Wish Gift Cards, do so!

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