Gift cards present a tremendous opportunity but can cause headaches for retailers. For the past five years, gift cards have grown steadily in popularity. According to a study conducted by the research firm TowerGroup, gift card sales rose seventeen percent in 2007 to $97 billion. While it is clear that Americans love their gift cards, the same study found that in 2007, $7.8 billion in gift cards went unused. This is a significant number; however, when it is compared to the compounding affect of unused gift cards, year after year, the numbers are staggering. Ultimately, while it is true that gift cards remain a powerful revenue stream, unredeemed gift cards are now causing major headaches and even loss of capital for many retailers.