December 22, 2009 09:00 ET

Virtual Gift Cards Now Available on GiftCardMall.com

Blackhawk Network Introduces E-Gift Cards for Consumers and Last Minute Shoppers Who Are Looking to Send Gifts This Holiday Season and Throughout the Year

PLEASANTON, CA--(Marketwire - December 22, 2009) - Blackhawk Network, a market leader in card-based financial solutions and the largest provider of third-party gift cards in the United States and Canada, today launched its virtual gift card program, E-Gift Cards. Available now on its redesigned online store, GiftCardMall.com, consumers will now benefit from the added convenience of purchasing gift cards online anywhere, anytime and delivering them via email. Recipients can redeem their gifts online directly at the retailer's Web site or by printing it out to redeem in store.

"Research has shown that convenience is the number one reason that consumers purchase gift cards," said Talbott Roche, senior vice president of Blackhawk Network. "By giving consumers the option of virtual gifting, we continue to innovate based on the wants of the consumer. We're offering E-Gift Cards not just for the last minute gift givers, but anyone visiting our site looking for more convenience in purchasing and delivering gifts. For example, consumers can purchase an E-Gift Card on Christmas morning and have it delivered online within hours."

Visitors to GiftCardMall.com can follow three easy steps in sending E-Gift Cards:

    1. Select Retailer E-Gift Card.
    2. Customize gift with the amount to give (ranging from $5-200), in a
       themed greeting design, along with a personalized message.
    3. Deliver within hours.

The recipient will receive the E-Gift Card, including greeting card message, via email, thereby allowing the recipient to use it right away. Recipients can either print out their card to use as payment for in-store purchases or type in the card number for online purchases, just as they would when using a credit card or any prepaid card.

Along with the new virtual gift cards, GiftCardMall.com today unveiled a new site design, making it easier for consumers to find the perfect gift card while providing expanded gift card options and services during the checkout process. In addition to the already-popular gift card customization features on the site, new customization options such as premium greeting themes are now available to accompany gift cards sent through regular mail.

GiftCardMall.com has grown to feature a wide variety of gift cards from Blackhawk Network's award-winning Gift Card Mall™ as well as exclusive offerings for holidays and occasions throughout the year. Popular retailers such as Bass Pro Shops®, Sears, and JCPenney will offer virtual gift cards on the site. The catalog of virtual options will continue to grow to fit the needs and demands of GiftCardMall.com customers.

About Blackhawk Network

Blackhawk Network is a prepaid and payments network, a market leader in card-based financial solutions and the largest provider of third-party prepaid cards. Blackhawk Network develops unique products in easy-to-use formats and delivers them to consumers through an exclusive retail network of leading grocery, mass, convenience, drug and specialty retailers. The network reaches more than 165 million consumers each week. Headquartered in Pleasanton, California, Blackhawk Network is a subsidiary of Safeway Inc., with offices in the United States, Australia, Canada, France and the United Kingdom. For more information about Blackhawk Network, visit www.blackhawknetwork.com.