Several major retailers are dropping expiry dates on their gift cards after the consumer watchdog labelled them as bad for business.
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Consumer NZ launched its Drop the Dates campaign earlier this month - after research found shoppers could be losing $10 million a year on cards that had expired before they could be redeemed.
Countdown, Kathmandu and Noel Leeming have now ditched the 12 month expiry dates on their gift cards.
Consumer chief executive Sue Chetwin said the chains' response showed expiry dates could be dropped without causing problems.
Ms Chetwin said other retailers such as Shoe Clinic, New World and Toyworld had extended the expiry dates on their gift cards.
She said three major retailers that were approached by the campaign - Briscoes, Prezzy Card and Westfield Shopping Centres - had declined to make any changes.
Ms Chetwin said if other retailers remained intransigent, Consumer may lobby the government for a change in the law.