Whew!
I'm looking for some clarification on how it costs merchants to sell the gift cards. I don't know how that works. Also, how does it cost Disney?
I nearly lost one, recently, and that would've paid for the cost of the plastic and shipping of MANY cards, lemme tell ya!
Disney subcontracts out all the cards and banking. Then sells those cards to Target. The numbers here are made up (they would be confidential anyway).
Disney pays a gift card broker $55 for a face value $50 card - the $5 delta pays for printing the card, and the costs incurred in tracking and redeeming the card - keeping the database of numbers, the accounting, moving all the money around - that sort of thing.
Disney sells that $50 facevalue card to Target for $45. When Target sells it for $50, Target makes a $5 profit. If Target sells the card for $47.50 because of the red card discount, Target makes a $2.50 profit.
Disney has paid $55 for the card, which they sell for $45 and you get $50 of value out of when you use it. So they are out $10 on the equavalent cash transaction, and about $7 on a straight credit card transaction (merchant fees on a regular transaction being something like 3%).
HOWEVER, it can still be a good deal for Disney, they "make" money on these a few ways.
1) Every $50 gift card that isn't redeemed is pure profit for Disney (minus the $5 to cut the card originally or however that accounting is done).
2) If you have a $50 gift card, spend $47 and throw it away because there is "only" $3 left, that $3 is pure profit for Disney
3) They make a little in TVM (either they do or the issuing company does, if the issuing company is getting the money, Disney is paying less for the cards). In other words - you pay $50 for a card for a vacation you'll take in a year. If Disney invests that $50 at 4% interest, they'll make $2 off of you holding the card. Gift cards often sit for months waiting to get used. Sometimes years.