Technology: Trading Cards

There are a lot of reasons merchants love the current gift-card boom, but topping the list is this powerful statistic from auditors Deloitte & Touche: 10% of gift-card value--an estimated $4 billion this holiday season alone--is not redeemed. Why? Some people just don't get around to it. But Cameron Johnson, CEO of a new website called certificateswap.com is betting that in many cases the reason is that the shoe--or, rather, the shop--doesn't fit the wearer. Loosely modeled on eBay, a number of websites, including certificateswap.com and swapagift.com have sprung up to capitalize on that fact....

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