Why does it cost $4 to activate a gift card? Carol Powell, 67, posed that question to me after being told by a Target cashier about the cost for getting a $25 prepaid card up and running. Powell ...

Why does it cost $4 to activate a gift card? Carol Powell, 67, posed that question to me after being told by a Target cashier about the cost for getting a $25 prepaid card up and running. Powell ...

A gift card’s activation code is scanned at the point of sale to turn on the card and load its cash balance.

First, a little context. ‘Tis the season, of course, for going ga-ga over gift cards. Total spending on gift cards this holiday season will approach $32 billion, according to the National Retail ...