From the description on the website I understand that it is actually a real cash reserve and not an actual gift card that you could pass on to others. The explanation says if you want to send someone a package and include a post card or special packaging Eastmall can
buy it for you with the money from your gift certificate as long as you allow them the necessary time to purchase the said items. I think it is rather something on these lines: you charge your account with x$. On your next order you want something that Eastmall doesn't carry, they can
buy it for you and deduct the money from your gift certificate.
Another usage for it, in my case, it was when i forgot to add some items to my order. I emailed them saying i forgot to put in a Riva case and what not and they included the items in my order and deducted the money from my gift certificate. Actually that is the way I will be using it. I'll buy a gift certificate for let's say 30-40$ and if I forget to put some items in my order before paying for it I can ask them to place it in afterwards and deduct the value from my account.
