• by Tanya Gazdik , August 13, 2007

Grabbing for a bigger piece of the back-to-school shopping pie, American Express is offering a $25 shopping card good at several major retailers as an incentive for customers to buy two of its American Express gift cards.

American Express is joining with Gap Stores and Linens 'n Things for the promotion, which runs through Sept. 30. This is the first time the New York-based financial services company has offered a giveaway such as this, says American Express spokesperson Robert Sherman.

Any purchaser of two American Express Gift Cards is eligible to receive a Back-To-School card worth $25 at Banana Republic, Old Navy, the Gap, and Linens 'n Things. "These are strong brands that fit well with a back-to-school program," Sherman says.

The gift cards, which were launched by American Express in 2002, are available in denominations of $25 to $500 and can be refunded if lost or stolen. They can be redeemed at U.S. retailers and restaurants that accept American Express Cards. Consumers using the gift cards are also eligible for special offers from various restaurants and retailers, which add to the overall value of the Gift Card.

Since the back-to-school season is the second-busiest shopping time of the year, it seemed like a good time to promote the American Express gift card product to shoppers who might be looking to save a little money in the form of the free store card, Sherman says.

According to National Retail Federation surveys, Americans spend a combined $50 billion on back-to-school and back-to-college purchases. Families spent an average of $527 on supplies for children in high school, and $1,112 for incoming college freshmen.

Shoppers will find out about the promotion via in-store displays at retailers who already sell the American Express Gift Card, Sherman says, including A&P, Albertsons, Carrs Food Store, CVS, Dominick's, Duane Reade, Eagle, Genuardi's, Kings, Pak N Save, Pavilions, Randall's, Rite Aid, Safeway, Simon David, Tom Thumb, Vons, Wawa and Winn Dixie.