A Consumer NZ campaign has led retailers to drop gift card expiry dates.

Major retailers Countdown, Kathmandu and Noel Leeming are dropping 12-month expiry dates on their gift cards in response to consumer pressure.

Countdown, Kathmandu and Noel Leeming are dropping 12-month expiry dates on their gift cards. File Photo.

Consumer NZ launched its 'Drop the Dates” campaign this month, which called on retailers to remove unfair expiry dates on gift cards.

Consumer NZ research found shoppers could be losing $10 million a year on cards that had expired before they could be redeemed.

Consumer NZ chief executive Sue Chetwin welcomed the decision by Countdown, Kathmandu and Noel Leeming to drop their expiry dates.

'It's a great response from these stores and shows expiry dates can be ditched without causing problems. They've set an example that we want others to follow,” says Sue.

Consumer Trusted business Shoe Clinic has extended the expiry date to five years on gift cards bought from its stores.

Two other retailers, New World and Toyworld, have extended the expiry dates on their gift cards from 12 to 24 months following Consumer NZ's campaign.

Sue says the extension was a positive step but encourages the stores to go further.

'With Countdown agreeing to drop the dates on its cards, we'd expect to see New World and Pak'nSave do the same.”

Of 10 major retailers Consumer NZ has approached, three declined to make any changes to their gift cards.

Briscoes, Prezzy Card and Westfield Shopping Centres say they'll be retaining their 12-month expiry dates.

'It's a really disappointing response from these companies. We'll be asking them to reconsider and do the right thing by their customers.”

Briscoes defended its 12-month expiry date, stating its practice was to honour any expired cards presented by customers. But as Sue says, if that's what happens, why doesn't the store just drop the expiry date?

Other retailers approached by Consumer NZ include Ticketek, which only provides a six-month expiry date on its gift card, and Paper Plus.

Paper Plus says it's reviewing its position. Ticketek has yet to respond.

Since the campaign launch, more than 5300 people have registered their support with Consumer NZ for an end to unfair expiry dates on gift cards.

A Consumer NZ survey also found a majority supported change. Most respondents felt gift cards should have no expiry date or, if there was one, it should be at least five years.

Other countries have regulations preventing retailers imposing unfair expiry dates. Most Canadian provinces have banned expiry dates. Gift cards in the US are required to have an expiry date of at least five years.

Shoppers can register their support for change at https://www.consumer.org.nz/