As evidenced yet again by this “7 On Your Side” article, when something goes wrong with a gift card that shouldn’t have happened, such as the card not getting activated correctly, and the issuing company is dragging its heals, or flat-our refusing to help you, the best way to get results is to contact the consumer advocate at your local TV station or newspaper.  It is amazing how a call from one of these folks, and the threat of negative publicity, can get a company immediately off its butt.

Update:  Here is another story about an Amex gift card not properly activated at purchase from a Duane Reade store.  This does in fact seem to happen occasionally, so always check your cards to make sure they are properly activated the first chance you get.