Walmart Rolls Out Gift Card Exchange Program

By Christine Kern, contributing writer

Trial program allows shoppers to swap cards from over 200 retailers for a Walmart gift card.

Walmart has rolled out a program that allows shoppers to trade in gift cards from more than 200 retailers, airlines, and restaurants for a Walmart gift card of the same value, according to the Associated Press.  The Walmart cards do not have an expiration date, and can be used to make purchases online and in brick and mortar stores.

The program is a bid to bring more shoppers to the Walmart website. 

Walmart Stores Inc. said that if the test program is successful, the card swap could be added as a permanent feature. And while Walmart spokesperson Ravi Jariwala said that there are no specific metrics in place to measure “success,” the superstore does plan to monitor how shoppers are responding to the new offering.

One drawback of the plan is that Walmart will take a percentage of the original card’s value in the swap.  For example, with Amazon.com, shoppers can redeem up to 95 percent of the original value; while Staples cards return only 90 percent, and Gap cards, 85 percent.  Some brands will be redeemable only for 70 percent of their original face value.

However, since as much as $1 billion worth of gift cards will go unused this year, according to CEB Tower Group, perhaps the swap is a good move.  At least it guarantees options for recipients of gift cards.

“We recognized that this was an opportunity,” Jariwala explained. “A large number [of gift cards] don’t get redeemed.  WE figured this was a good way to get gift cards in the hands of more customers.”

According to CardCash CEO Elliot Bohm, Walmart gift cards are the cards in highest demand on CardCash, the country's largest gift-card exchange website. CardCash is Walmart's partner in the program. Financial terms of the deal weren't disclosed.

To exchange a card, go here. Input your information and a Wal-Mart eGift card should be emailed to you within an hour.