Coruscation

The vast majority of the money put on gift cards gets redeemed, but Riley estimates that since 2005 $41 billion in money on gift cards has been lost or is likely never to be cashed in. The lion's share of money lost on gift cards from 2005-2009 came from fees and expiration dates. All that changed with the passage of the Credit Card Accountability Responsibility and Disclosure Act of 2009 that was signed into law last year. The Act largely forbids fees on cards sold by retailers (cards given away as promotional items can still charge fees), and it prohibits expiration dates less than 5 years after the card is purchased.

But what happens when the purchases go under the face value and then sit in the junk drawer in perpetuity, or when grandma, who can barely check her AOL email, gets an Amazon.com card that she'll never redeem? Some $3.4 billion of the $41 billion lost on gift cards from 2005-2011 resulted from cards being lost or simply left unused. The Credit CARD Act doesn't do much to address that, and as the market grows that number will grow along with it.

The answer to how retailers deal with those "lost" funds isn't simple, and there are no hard-and-fast rules -- either at the federal level of government or through national regulatory accounting principles. The Securities and Exchange Commission allows companies to take unused gift-card money as income once they can reasonably say the card won't be redeemed, but there's no set time limit. Best Buy, for example, sets that level at about two years. In fiscal 2011, the electronics company recorded $53 million in income from gift-card "breakage," or cards that are unlikely ever to be redeemed, up from $43 million a year earlier.

But some states don't allow companies to keep unused gift-card cash. They demand that companies give the money to the state after a certain period of time to add to unclaimed-funds accounts. States claim this is a way to reunite consumers with their unspent money, but practically it's a way for cash-strapped governments to give themselves more liquid funds. Money the state holds as unclaimed funds can be used for general purposes until someone claims it. For example, in 2008 -- the most recent year for which data could be obtained -- New York state collected $9.6 million in unredeemed gift cards and returned around $2,150 to the rightful owners.