
The weeks when people are looking for a present are few and always the same ones. Having the card ready in those weeks is the whole difference between selling it and not selling it.
People often say a share of gift cards is never redeemed and turns into profit. It can happen, but it is not a promise we make you: it depends on your venue and how you sell them, and building revenue on that would be a terrible idea. The reason to sell them is a different one: you get paid earlier and a new guest walks in.