Credits versus balance
- A balance is money. A £30 balance buys £30 of books, whatever they cost.
- A credit buys one book, regardless of price. Three credits buy three books, whether they cost £8 or £28 each.
Credits are better value on expensive titles and worse on cheap ones. For someone who reads long non-fiction, credits are excellent. For someone who reads cheap paperbacks, a balance goes further.
Credits also usually expire, and faster than money does. Check the window.
E-books versus print
Most large booksellers sell both, and one card usually covers both. The exceptions are e-reader ecosystems, where the card is tied to the device's store.
If the recipient reads on a dedicated e-reader, buy the card for that ecosystem. A general bookshop card may not load onto the device.
Independent bookshops
Worth a paragraph because it is the most improved option in this category. Many independents now sell gift cards online, and some participate in shared schemes where one card works across many shops.
For a reader who cares where books come from, this lands considerably better than a card for the largest retailer — and the margin actually reaches the shop.
Magazines and subscriptions
Magazine subscriptions are usually sold as subscriptions, not as gift card balance. If a specific magazine is the gift, buy the subscription rather than a card that theoretically could pay for one.
Choosing an amount
- Balance: two or three books. One book reads as a token, which is fine if that is the intent.
- Credits: count in books, not money. Three credits is a clear, generous gift.
Who it suits
Readers, obviously — but particularly people who read a lot and would never spend their own money on hardbacks. This is one of the categories where a gift card genuinely changes behaviour rather than just subsidising it.