Target Reveals Gift Card Snafu

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  • NEW YORK (AP) — Target is getting hit with another lump of coal this holiday season.

    The nation’s second-largest discount retailer said Tuesday that an unidentified number of gift cards sold over the holidays were not properly activated. The Minneapolis chain says the number of cards affected was less than 0.1 percent of the total sold and that it will honor the affected cards.

    Holders of Target gift cards can check the balance by following instructions on the back of the card. Customers can bring faulty cards to any Target service desk or call 800-544-2943 for help.

    “We are aware that some Target gift cards were not fully activated and apologize for the inconvenience,” company spokeswoman Molly Snyder said in a statement emailed to The Associated Press.

    The problem comes less than two weeks after Target announced it was hit with a massive data security breach that affected about 40 million debit and credit card holders who shopped at its stores between Nov. 27 and Dec. 15.

    “It’s another black eye that makes you question the internal operating procedures of Target,” said Brian Sozzi, CEO and chief equities strategist at Belus Capital Advisors. “Target needs to be doing everything perfectly. It can’t afford to lose any more confidence among its guests.”

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