Major retailers Countdown, Kathmandu and Noel Leeming are dropping 12-month expiry dates on their gift cards in response to a Consumer NZ campaign.

Consumer NZ launched its “Drop the Dates” campaign this month, which calls 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.

“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,” said Sue Chetwin, chief executive, Consumer NZ.

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.

Chetwin said the extension was a positive step but encouraged 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 have declined to make any changes to their gift cards. Briscoes, Prezzy Card and Westfield Shopping Centres have said they’ll be retaining their 12-month expiry dates.

Briscoes defended its 12-month expiry date, stating its practice was to honour any expired cards presented by customers.

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