We will agree to disagree.
I kind of agree with both of you. If Target sells a $100 GC for $100, that does not hit the Income statement. It would be cash in, but also a liability, for a net 0 which does not hit the income. However if you sell a $100 GC for $95, now you have cash in of $95 and a liability of $100. This will hit the income statement as -$5. Breakage will factor in on a trailing 7 years or whatever the local rule is, as in $X of outstanding GCs expired this year which were sold 7 years ago, so they'll write those off, now, on the + side of the balance sheet. So given Target is over 7 years old, breakage will show, but it will be the cards sold 7 years ago that are reflected in it today.
And I agree totally with havaneselover, in that gift cards given as a gift are likely to get lost or partially spent and discarded, but gift cards churned are not. There is a 0% chance that I'll lose a GC in my deals... but there is some chance that my son, if given one as a gift, would lose it, or partial spend it and end up losing some leftover values on it.
This always cracks me up too. Have you ever clicked on the reviews of the Disney GCs on Target.com? People go on and on about how they love getting 5% off the cards and paying for their DVC dues, cruises, and vacations with them. Plus, anyone who thinks Target doesn’t know how many dollars are coming in the door vs. how many are going out is grossly mistaken!
Of course it's a glitch. If it wasn't, then you could call Target, right now, and ask them... Can I buy a gift card online, pay with a gift card, and get 5% off? They will tell you no. If you called 10 times and talked to 10 different reps, each one would tell you no. If you escalated each call to 10 managers, each one would tell you no. It is not allowed, per Target policy. The 5% only applies to the portion on the Red Card. I'm not saying they don't know about the glitch. It is most likely as Marionette says not throwing out the baby with the bath... or simply not enough of a loss-generator to warrant a change... but it is definitely a glitch. With just how public it's become, they could close it down, or just close down the people they suspect are reselling. It's not always worth it to fix a glitch. For years you could exploit glitches like adult meals on kid DDPs. If it sells the
DDP and is profitable to give away a little food, then it's not worth fixing. Same thing with multiple Magic Bands. When it's no longer profitable, they'll adjust the tools and lock it down.