Canonical URL: https://giftcard.news/research-trends/reitmans-unredeemed-gift-card-liability-second-quarter-2026/ --- description: September accounts separate gift-card obligations from rising loyalty balances and attribute a net deferred-revenue decline primarily to redemption timing. title: Reitmans reports CAD10.7 million in unredeemed gift cards image: https://giftcard.news/images/social/v1/reitmans-reports-cad10-7-million-unredeemed-gift-cards-5ee0a76a3b5c8810c9cda25acee01ee8.jpg --- 1. [Home](https://giftcard.news/) 2. [Research & Trends](https://giftcard.news/research-trends/) # Reitmans reports CAD10.7 million in unredeemed gift cards September accounts separate gift-card obligations from rising loyalty balances and attribute a net deferred-revenue decline primarily to redemption timing. By [Oliver Reed](https://giftcard.news/author/oliver-reed/) September 17, 2026 3 min read [ Google News ](https://google.com/preferences/source?q=giftcard.news&utm%5Fsource=giftcard.news&utm%5Fcampaign=giftcard.news) Share [ ](https://x.com/intent/post?url=https%3A%2F%2Fgiftcard.news%2Fresearch-trends%2Freitmans-unredeemed-gift-card-liability-second-quarter-2026%2F%3Futm%5Fsource%3Dx%26utm%5Fmedium%3Dsocial&text=Reitmans+reports+CAD10.7+million+in+unredeemed+gift+cards&utm%5Fsource=giftcard.news&utm%5Fcampaign=giftcard.news "X") [ ](https://www.linkedin.com/sharing/share-offsite/?url=https%3A%2F%2Fgiftcard.news%2Fresearch-trends%2Freitmans-unredeemed-gift-card-liability-second-quarter-2026%2F%3Futm%5Fsource%3Dlinkedin%26utm%5Fmedium%3Dsocial&utm%5Fsource=giftcard.news&utm%5Fcampaign=giftcard.news "LinkedIn") [ ](https://wa.me/?text=Reitmans+reports+CAD10.7+million+in+unredeemed+gift+cards+https%3A%2F%2Fgiftcard.news%2Fresearch-trends%2Freitmans-unredeemed-gift-card-liability-second-quarter-2026%2F%3Futm%5Fsource%3Dwhatsapp%26utm%5Fmedium%3Dsocial&utm%5Fsource=giftcard.news&utm%5Fcampaign=giftcard.news "WhatsApp") ![Black RCL corporate wordmark on a white background](https://giftcard.news/images/variants/v1/reitmans-reports-cad10-7-million-unredeemed-gift-cards-black-rcl-corporate-wordmark-w1200.webp) Reitmans reports gift-card obligations separately from loyalty points and awards in its interim accounts. Photo: Reitmans (Canada) Limited [Reitmans (Canada) Limited](https://giftcard.news/company/reitmans-canada-limited/) reported CAD10.714 million in unredeemed gift cards at August 1, 2026, giving a separate view of prepaid customer obligations within its latest quarterly accounts. The September 17 disclosure shows that the balance was CAD1.101 million, or about 11.5%, higher than the CAD9.613 million recorded a year earlier. It was nevertheless CAD2.387 million below the CAD13.101 million balance at the January 31 fiscal year end. These are comparisons between outstanding balances, not measures of new card sales. [\[S01\]](#article-source-1) [\[S02\]](#article-source-2) The report covers the second quarter of fiscal 2027, the accounting year ending in January 2027\. The gift-card figures relate to August 2026 and were published in September 2026. The data behind the story ### Reitmans unredeemed gift-card balances Consolidated gift-card obligation at each reporting date. Unredeemed gift cards CAD thousand Tap or hover for details. All values are also available in the data table. Source Reitmans interim report, note9 Point-in-time balances, not new card purchases, gross redemptions or current-period gift-card revenue. The group does not allocate this balance among banners. Show data tableHide data table Scroll left or right to see all columns __Reitmans unredeemed gift-card balances (CAD thousand)__ | Category | Unredeemed gift cards | | ---------------- | --------------------- | | August 2, 2025 | 9,613 CAD thousand | | January 31, 2026 | 13,101 CAD thousand | | August 1, 2026 | 10,714 CAD thousand | ## Gift cards and loyalty move differently The unaudited accounts report loyalty points and awards separately, at CAD1.589 million. That component was CAD1.297 million higher than in January, partly offsetting the decline in the gift-card balance. Combined deferred revenue was CAD12.303 million, against CAD13.393 million at the year end. [\[S01\]](#article-source-1) Management attributes that approximately CAD1.1 million decline in combined deferred revenue primarily to the timing of gift-card redemptions. Its explanation concerns the net balance movement. The report does not disclose CAD1.1 million of gross redemptions, and that number should not be used as a measure of customer spending with cards. Nor does the disclosure provide separate figures for gift-card issuance or breakage, the recognition of value expected to remain unused. Without those movements, the year-on-year increase cannot be attributed to a particular change in purchases, redemption behaviour or programme performance. The data behind the story ### Reitmans loyalty points and awards balances Separate loyalty obligation reported alongside gift cards. Loyalty points and awards CAD thousand Tap or hover for details. All values are also available in the data table. Source Reitmans interim report, note9 Earned loyalty obligations are separate from gift cards. These balances do not measure points issued, redeemed or expired during each period. Show data tableHide data table Scroll left or right to see all columns __Reitmans loyalty points and awards balances (CAD thousand)__ | Category | Loyalty points and awards | | ---------------- | ------------------------- | | August 2, 2025 | 1,130 CAD thousand | | January 31, 2026 | 292 CAD thousand | | August 1, 2026 | 1,589 CAD thousand | ## An existing programme across a retail business [Reitmans](https://giftcard.news/company/reitmans/) operates 385 Canadian apparel stores under the Reitmans, [PENN.](https://giftcard.news/company/penn/) and [RW&CO](https://giftcard.news/company/rw-co/) banners, alongside online stores. Group second-quarter revenue was CAD211.8 million. That broader retail figure does not identify how much merchandise was paid for with gift cards. [\[S02\]](#article-source-2) The Reitmans brand's current customer information describes posted plastic cards and emailed digital cards, including scheduled delivery. It says cards do not expire and can be used online with their number and PIN, including alongside a credit-card payment. These are existing programme features, rather than changes announced with the accounts. The FAQ does not establish cross-brand acceptance. [\[S03\]](#article-source-3) For posted plastic cards, the FAQ lists free standard shipping, usually within four to nine business days, or express shipping for CAD15.99, usually within two to three business days. These delivery fees exclude the card’s face value and describe existing customer options in the retained October 5 FAQ, rather than a change announced in the September accounts. [\[S03\]](#article-source-3) The data behind the story ### Reitmans plastic gift-card delivery fees Published customer delivery options in the retained October 5 FAQ. Delivery fee CAD Tap or hover for details. All values are also available in the data table. Source Reitmans gift-card customer FAQ Standard is explicitly free. Fees exclude gift-card face value and do not measure quarterly programme revenue. The FAQ applies to the Reitmans brand and does not establish cross-brand acceptance. Show data tableHide data table Scroll left or right to see all columns __Reitmans plastic gift-card delivery fees (CAD)__ | Category | Delivery fee | | ----------------- | ------------ | | Standard shipping | 0.00 CAD | | Express shipping | 15.99 CAD | The financial report supplies a group-level gift-card liability without dividing it among the retail banners. Its useful contribution is a clearer distinction between unredeemed gift value and earned loyalty obligations, supported by management's explanation of redemption timing while leaving gross programme activity undisclosed. ## In this article ### Companies * [PENN.](https://giftcard.news/company/penn/) * [RW&CO](https://giftcard.news/company/rw-co/) * [Reitmans](https://giftcard.news/company/reitmans/) * [Reitmans (Canada) Limited](https://giftcard.news/company/reitmans-canada-limited/) ### Sources and documents * [\[S01\] Complete interim report, MD&A and Note9 gift-card balances](https://cdn.shopify.com/s/files/1/0901/1163/9574/files/Q2%5F2027%5FInterim%5FReport%5F-%5FEnglish.pdf?v=1789682108&utm%5Fsource=giftcard.news&utm%5Fcampaign=giftcard.news) — Reitmans (Canada) Limited * [\[S02\] September17 issuer results release and company context](https://reitmans.mediaroom.com/2026-09-17-Reitmans-Canada-Limited-Reports-Second-Quarter-Financial-Results?utm%5Fsource=giftcard.news&utm%5Fcampaign=giftcard.news) — Reitmans (Canada) Limited * [\[S03\] Current Reitmans gift-card formats and redemption information](https://www.reitmans.com/pages/payments-gift-cards?utm%5Fsource=giftcard.news&utm%5Fcampaign=giftcard.news) — Reitmans Share [ ](https://x.com/intent/post?url=https%3A%2F%2Fgiftcard.news%2Fresearch-trends%2Freitmans-unredeemed-gift-card-liability-second-quarter-2026%2F%3Futm%5Fsource%3Dx%26utm%5Fmedium%3Dsocial&text=Reitmans+reports+CAD10.7+million+in+unredeemed+gift+cards&utm%5Fsource=giftcard.news&utm%5Fcampaign=giftcard.news "X") [ ](https://www.linkedin.com/sharing/share-offsite/?url=https%3A%2F%2Fgiftcard.news%2Fresearch-trends%2Freitmans-unredeemed-gift-card-liability-second-quarter-2026%2F%3Futm%5Fsource%3Dlinkedin%26utm%5Fmedium%3Dsocial&utm%5Fsource=giftcard.news&utm%5Fcampaign=giftcard.news "LinkedIn") [ ](https://wa.me/?text=Reitmans+reports+CAD10.7+million+in+unredeemed+gift+cards+https%3A%2F%2Fgiftcard.news%2Fresearch-trends%2Freitmans-unredeemed-gift-card-liability-second-quarter-2026%2F%3Futm%5Fsource%3Dwhatsapp%26utm%5Fmedium%3Dsocial&utm%5Fsource=giftcard.news&utm%5Fcampaign=giftcard.news "WhatsApp") ![Portrait of Oliver Reed](https://giftcard.news/images/variants/v1/oliver-reed-editorial-portrait-w320.webp) About the author ## [Oliver Reed](https://giftcard.news/author/oliver-reed/) Journalist — Industry Deals & Research Oliver Reed covers industry acquisitions, investment and market research for Gift Card News. From reading to building ## Your next move in gift cards. Tell us what you’re building. We’ll help you explore suitable providers. [Find a provider ](https://giftcard.news/find-a-provider/) ## Related articles [Research & Trends](https://giftcard.news/research-trends/) News ### [InComm’s holiday survey puts gift cards first in U.S. purchase plans](https://giftcard.news/research-trends/incomm-2026-holiday-gift-card-purchase-plans/) [Emma Carter](https://giftcard.news/author/emma-carter/) October 21, 2026 5 min [Research & Trends](https://giftcard.news/research-trends/) News ### [Gift cards lead NRF’s 2026 holiday wish list at 47%](https://giftcard.news/research-trends/nrf-2026-holiday-gift-card-wish-list/) [Emma Carter](https://giftcard.news/author/emma-carter/) October 20, 2026 3 min [Research & Trends](https://giftcard.news/research-trends/) News ### [iGift’s three-brand index records a lower Roblox discount in week 42](https://giftcard.news/research-trends/igift-week42-2026-gift-card-discount-index/) [Oliver Reed](https://giftcard.news/author/oliver-reed/) October 19, 2026 4 min ```json {"@context":"https://schema.org","@graph":[{"@type":"NewsMediaOrganization","@id":"https://giftcard.news/#publisher","name":"Gift Card News","url":"https://giftcard.news/","description":"News and analysis covering gift cards, retail, loyalty, rewards and payments worldwide.","logo":{"@type":"ImageObject","url":"https://giftcard.news/icon-512.png","contentUrl":"https://giftcard.news/icon-512.png","width":512,"height":512,"@id":"https://giftcard.news/#logo"},"publishingPrinciples":"https://giftcard.news/editorial-policy/","correctionsPolicy":"https://giftcard.news/editorial-policy/"},{"@type":"WebSite","@id":"https://giftcard.news/#website","url":"https://giftcard.news/","name":"Gift Card News","description":"News and analysis covering gift cards, retail, loyalty, rewards and payments worldwide.","inLanguage":"en","publisher":{"@id":"https://giftcard.news/#publisher"},"potentialAction":{"@type":"SearchAction","target":"https://giftcard.news/search/?q={search_term_string}","query-input":"required name=search_term_string"}},{"@type":"Person","@id":"https://giftcard.news/author/oliver-reed/#person","name":"Oliver Reed","url":"https://giftcard.news/author/oliver-reed/","description":"Oliver Reed covers industry acquisitions, investment and market research for Gift Card News.","jobTitle":"Journalist — Industry Deals & Research","image":{"@type":"ImageObject","url":"https://giftcard.news/images/oliver-reed-editorial-portrait.webp","contentUrl":"https://giftcard.news/images/oliver-reed-editorial-portrait.webp","width":1254,"height":1254,"caption":"Illustrated portrait representing the Oliver Reed editorial profile.","@id":"https://giftcard.news/images/oliver-reed-editorial-portrait.webp#image","encodingFormat":"image/webp","description":"Illustrated portrait for Oliver Reed, Gift Card News","creditText":"Gift Card News / AI-generated illustration"}},{"@type":"ImageObject","url":"https://giftcard.news/images/reitmans-reports-cad10-7-million-unredeemed-gift-cards-black-rcl-corporate-wordmark.webp","contentUrl":"https://giftcard.news/images/reitmans-reports-cad10-7-million-unredeemed-gift-cards-black-rcl-corporate-wordmark.webp","width":1200,"height":628,"caption":"Reitmans reports gift-card obligations separately from loyalty points and awards in its interim accounts.","@id":"https://giftcard.news/images/reitmans-reports-cad10-7-million-unredeemed-gift-cards-black-rcl-corporate-wordmark.webp#image","encodingFormat":"image/webp","description":"Black RCL corporate wordmark on a white background","creditText":"Reitmans (Canada) Limited","isBasedOn":"https://www.reitmanscanadalimited.com/pages/reports-calendar"},{"@type":"Dataset","@id":"https://giftcard.news/research-trends/reitmans-unredeemed-gift-card-liability-second-quarter-2026/#dataset","url":"https://giftcard.news/research-trends/reitmans-unredeemed-gift-card-liability-second-quarter-2026/","name":"Reitmans reports CAD10.7 million in unredeemed gift cards: figure data","description":"Tabular data for the figures accompanying \"Reitmans reports CAD10.7 million in unredeemed gift cards\". 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