Growing power of gift cards means shorter lines after Christmas

Stephen Lay, right, and Melody Lay look at a flatscreen television during post-Christmas shopping at Best Buy on Saturday, Dec. 26, 2015, in Chattanooga, Tenn.
Stephen Lay, right, and Melody Lay look at a flatscreen television during post-Christmas shopping at Best Buy on Saturday, Dec. 26, 2015, in Chattanooga, Tenn.

Employees rolled their eyes and gave each other understanding smiles Sunday as they criss-crossed the Kmart in Hixson pushing shopping carts full of returned items.

They placed coats, toys and picture frames back on shelves while two cashiers at the front of the store helped a small line of customers return and exchange freshly unwrapped gifts.

Jane Gamble stood in line waiting to be helped while holding a pair of pink pajamas.

"Husbands just can't tell sizes," Gamble said, laughing. "I like these, they just don't fit."

The store's manager, Tracy Henderson, stood near registers designated for returns and said an after-holiday rush is always expected.

"The first few days after Christmas we'll be busy with mostly exchanges," Henderson said. "You have to adjust staff and amp it up before and after Christmas."

But, just a few shopping centers away, the Best Buy in Hixson had few customers visiting the return counter.

Monty McAllister, the store's general manager, said, "Returns this year are a little less than normal."

He said the last couple of years has seen a surge in the number of people buying gift cards, which reduces exchanges and returns made at the store.

According to the National Retail Federation, gift cards are the most requested holiday gift for the eighth consecutive year, and about 70 percent of all holiday shoppers will purchase at least one gift card for someone on their list.

McAllister said people are more knowledgeable shoppers now, too, which decreases the number of returns and exchanges.

"Shoppers do online research and know what they want, which makes for less buyers' remorse," McAllister said.

But, just because the return line at Best Buy was short didn't mean the store was empty, as many people wandered through the aisles.

Austin Parker, 11, was at the store with his dad looking at video games.

"I got an Xbox One for Christmas," Parker said. "And I got money to buy games!"

Holding a basketball video game in his hand, Parker said he likes getting money and gift cards for Christmas because it allows him to choose exactly what he wants.

At Game Stop, a video game store down the sidewalk from Best Buy, Elijah Rennolds, 12, also was trying to decide what video game to purchase with a gift card he received for Christmas.

Elijah's dad, Bobby Rennolds, said he likes getting gift cards for his kids because "there is no guessing involved."

"Stuff is so specific these days, that unless [the kids are] with you, you don't know what to get," he said. "Now Elijah can get what he wants."

Stephen Varnell, a manager at Game Stop, said this year has brought the fewest returns he can remember.

"People are buying gift cards or coming in with specific lists of what to buy their kids," Varnell said. "There isn't much guessing anymore."

Contact staff writer Kendi Anderson at kendi.anderson@timesfreepress.com or 423-757-6592. Follow on twitter @kendi_and

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