I just got charged $3.50 to buy a gift certificate from a store. That's not right.
They should be paying me and thanking me instead.
When someone gives a gift certificate from your business–they are doing your marketing for you. They are doing you a favor by bringing you a new customer, and even paying for their friend's first purchase.
You should consider how much you saved in getting a new customer–and REWARD the person who brought them to you. Lettuce Entertain You restaurants in Chicago gets it right. They give you a $25 gift certificate when you buy one for a friend.
Lesson: How can you encourage your customers to bring their friends? How many gift certificates should you give away?
(A similar story from Ben and Jackie)