Gift of Choice, the new (to me) restricted gift card product

Last week I had the opportunity to try a brand of “merchant-restricted” gift cards I hadn’t used before: the “Gift of Choice” cards sold by Safeway and “powered” by The Gift Card Shop. This gimmick, the merchant-restricted gift card, is has come around repeatedly over the years.

Five Back Visa gift cards are a way to earn a 5% rebate at certain merchants, including at Bed Bath & Beyond, a formerly-ubiquitous shopping mall staple that used to sell a variety of home goods, but also PIN-enabled Visa prepaid debit cards, leading to a negative-cost manufactured spend technique.

Happy Cards used to be physical gift cards that were (supposedly) limited to use at the merchants specified on the card. Judging by the website they seem to have mostly abandoned that model and now sell codes you exchange online for merchant gift cards.

That’s precisely the model used by Gift of Choice: you buy some flimsy cardboard packaging, scratch off some codes on the back, and redeem them for the digital gift card of your choice.

The Deal: 10 Just4U points per dollar

During the promotion last week, you would earn 10 Safeway Just4U points per dollar spent on Gift of Choice gift card codes, obviously in addition to any rewards you normally earn on grocery store purchases.

I normally value Just4U Rewards (100 points) at “about” $2.78 each (my valuation has increased since I wrote this post for a variety of reasons), so on a $500 Gift of Choice purchase (50 Rewards) I earn a rebate of about $139. I also save the $5.95 I’d pay to activate a $500 Visa prepaid debit card, while earning the same credit card rewards (minus the rewards on the $5.95 activation fee, natch).

Gift of Choice sells their redemption codes with a variety of merchants listed on the front, although I believe you can redeem the cards for any of their supported merchants regardless of the specific version you buy (I can’t check anymore because I’ve already fully redeemed all the cards I purchased, which deactivates their numbers). You can also split the value of the Gift of Choice code into multiple different merchant gift cards, and you don’t need to redeem the full value all at once, so you can spend it down over time.

The gift cards you receive after redeeming Gift of Choice codes are “real” electronic gift cards: you can check their balance online and spend the cards directly at the merchant, and gift card resellers shouldn’t have a problem with them, as long as they accept electronic gift cards.

I bought a Gift of Choice version listing Lowe’s as a redemption option, and redeemed my $500 codes for $500 Lowe’s gift cards. CardCash offers $412.50 in cash for $500 Lowe’s gift cards, or $457.88 in Hotels.com gift cards. Since I book most of my non-points stays through Hotels.com, those gift cards are worth almost the same as cash to me, and that’s how I liquidated the cards, paying $42.12 for at least 9,100 Alaska Airlines miles, or a maximum of 0.46 cents per mile.

Obviously, if you can actually use a gift card at a participating merchant, then your value proposition will look even better, and there are some moderately useful merchants in the system. If you grab fast food regularly, you can stock up on Taco Bell, Domino’s, and Subway gift cards. If you are in the market for athletic wear, Columbia, Under Armor, and Athleta are options; they sell some expensive stuff, and a 28% discount is nothing to sneeze at.

An intriguing possibility is to redeem your Gift of Choice codes for Xbox gift cards. My understanding is that these cards, in addition to games and loot crates and whatnot, can also be spent on Microsoft devices. I have no idea what the current state of the market is, but when consoles were in short supply ambitious resellers spent a lot of time buying and selling them, which may be a way to liquidate Gift of Choice cards at face value or for a profit.

The curious case of the code format

If and when this deal returns and you decide to pursue it, you’ll notice something right away I may as well mention now. I’ve been referring to Gift of Choice redemption “codes” throughout this post, because that’s how the system is supposed to work: you scratch off a little aluminum panel to reveal a series of numbers you redeem online.

But those numbers are actually formatted as a 16-digit “card number” starting with 4, a 3-digit CVV code, and a 4-digit expiration date. In other words, they’re formatted as a Visa card, and the card number satisfies the Luhn algorithm. The specific 6-digit BIN identifier (465568), according to numerous free and disreputable online services, is registered to a Swiss private bank, for whatever that’s worth.

What does this mean? I have no idea — I already explained how I liquidated my cards. But if someone is out there liquidating Gift of Choice cards online at face value as Visa cards, they’re not shouting it from the rooftops. The funniest possible case would be if they can be used as Visa cards, but only within Switzerland. Still, I have no reason to believe they can be used as Visa cards at all.