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Traditional gift vouchers could be under threat as the electronic version reaches New Zealand stores.
The electronic gift cards went on sale this month in "Gift Station" stands in New World, Pak'nSave, Paper Plus, Take Note, Life Pharmacy, and selected Four Square stores.
The cards, which are free, are about the size of a credit card and money can be loaded onto them.
Around 60 different cards from different retailers, such as Bond & Bond, Liquorland, Jeanswest, Kodak and Paperplus, are available in the Gift Station stands, meaning shoppers have a selection of retailers' gift cards at their fingertips.
Some retailers already offer electronic gift cards in their stores, but this is the first time a collection of different retailers' cards have been available from one location.
Shoppers choose a retailer's card, load money onto the card, then the person receiving the card can spend the money in that retailer's store.
The Gift Stations have already been rolled out in around 80 stores in Auckland, Wellington and Christchurch. The first one appeared in New World in Botany Downs. The goal is to have them in 400 stores before Christmas.
Ezi-Pay, the company behind the gift cards, said the electronic gift card market was relatively small in New Zealand but the concept was big in the United States, Canada and Europe.
Chief executive officer Dave Spicer said an advertising campaign for the gift cards would begin next week.
Consumer's Institute deputy chief executive David Naulls said the electronic gift cards were a modern version of gift vouchers.
"Without looking at them in detail, I guess they're fine as long as they work okay. I think people are increasingly looking at electronic gifts and people are used to on-line ordering.
"In terms of them as a good idea, if they act pretty much like a gift certificate, then why not. They are just a slightly more 21st century version."
