American Express Co. plans to begin selling special-theme gift cards at retailers later in the year, an Amex spokesman said.
Late last year the New York company started selling the cards on a trial basis through its Web site. Cardholders get special offers at select merchants. The Movie Lovers card, for instance, offers free snacks and drinks at some theaters, the spokesman, Robert A. Sherman, said Tuesday. Amex also sells wedding and dining theme cards.
Mr. Sherman said gift cards can replace cash, checks, and debit card transactions. (Amex does not issue debit cards.) "We are very optimistic about the future of this market," he said.
Amex said it sold more gift cards last year than all other years combined, but it did not specify the volume. The company also said that gift cards sales are becoming more prevalent throughout the year.
It said that in 2004, two-thirds of Amex-issued gift cards were sold during the peak holiday season but that last year more than half the cards were sold between January and November.
