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GIFT CERTIFICATES AND GIFT CARDS For many massage therapists, the decision to sell gift certificates is a no-brainer. They're often given to someone who's never been to your business, or maybe someone who's never had a massage at all, thus bringing new business in the door. Gift cards have also become a booming business. Gift cards differ from gift certificates in that gift certificates for massage are usually only sold at the actual business, or perhaps online through the business website, while gift cards can be purchased almost anywhere—grocery stores, convenience stores, department stores, and banks. Gift cards are often referred to as "stored value" cards, but are really prepaid credit cards. Some gift cards may be issued by, and are only redeemable at, specific merchants, like Starbucks or Amazon.com. Other gift cards that are issued by banks may be spent anyplace that accepts credit cards. There are laws governing gift certificates and gift cards in most states, and unfortunately, those laws vary a lot—including the definitions of gift certificate and gift card. Many states also have provisions regarding what fees may be assessed on them (if any) rules governing expiration dates, and still more rules governing escheat provisions (by which the government may reclaim abandoned or unredeemed property). According to the Federal Reserve Board's website (www.federalreserve. gov), as of July 1, 2010, new federal laws will take effect governing gift cards. In addition, 20 states have pending legislation regarding gift certificates and gift cards. Any practitioner in a state with laws more stringent than the federal laws will be expected to abide by the more stringent law. Here are some steps you should take to ensure you're in compliance with gift certificate/card laws. GET READY TO SELL If selling gift certificates appeals to you, there are several ways to get started. One way is to sign on as a redemption center with a national network. Companies such as SpaBoom. com and SpaFinder.com sell gift cards for massage and spa services at major grocery and department stores; any practitioner can honor those by visiting the issuing company's website to sign up and faxing the company a copy of your credentials and a signed agreement authorizing you as a vendor. You'll be listed on the company's website as an approved redemption center. The same companies, and others like TheGiftCardCafe.com, can also set your business up to sell gift certificates through your own website. It's a great convenience to your clients and to out- of-towners who want to purchase a gift for a local friend or relative. By linking in with national networks, you get the added benefits of a permanent record of your sales transactions, including the purchaser's name and contact information, the recipient's name, and credit card information, which is kept on your password-protected personal page on the company's secure website. The other way to get started is to issue your own gift certificates. Massage Warehouse (www.massagewarehouse. com) and other suppliers offer preprinted massage gift certificates; you can buy generic gift certificates at any office supply store; or you can print your own on a computer. If you follow this path, include certain basics on your certificates, including your company's name, phone, website, address, and any other crucial information, such as your hours of operation and your cancellation policy. My cancellation policy is stated on the certificates I sell on my website and those sold in-house, with the statement that failure to honor the policy will result in forfeiture of the gift certificate. Advertising the fact that you sell gift certificates and honor gift cards is sure to bring in business—especially from existing clients, who can be counted on to spread the word to others. CHECKLIST FOR YOUR BUSINESS Once you've made the decision to sell, make sure you understand the related needs for your business. Gift certificates are a great source connect with your colleagues on massageprofessionals.com 21