What changed, what stayed the same, and exactly what to do with your existing MyGift cards.
In 2025, Blackhawk Network — the company that operates GiftCardMall — officially rebranded GiftCardMall.com and merged it into Giftcards.com. This was a deliberate business decision to unify all of Blackhawk Network's consumer-facing gift card platforms under a single brand.
GiftCardMall had been operating since the early 2000s as one of the leading US gift card retailers and managers. The rebrand reflects the company's strategy to consolidate its digital presence and offer a more unified experience for consumers.
This is not a shutdown — it's a rebrand. All cards, services, and customer support continue to operate normally, just under the Giftcards.com name.
| Feature | Before (GiftCardMall) | Now (Giftcards.com) |
|---|---|---|
| Main website | GiftCardMall.com | Giftcards.com ↗ |
| Activation URL | giftcardmall.com/mygift | giftcards.com ↗ |
| Balance check | mygift.giftcardmall.com | giftcards.com ↗ |
| Existing card balances | — | ✓ Fully preserved |
| Customer service phone | 1-833-800-0550 | ✓ Same number |
| Card network (Visa/MC) | — | ✓ No change |
| Where to buy new cards | GiftCardMall.com + retail | Giftcards.com + retail |
| Account login | GiftCardMall account | May need to re-register |
The rebrand has no effect on card balances. Every dollar loaded onto your GiftCardMall MyGift card is still there and spendable.
If you have a GiftCardMall MyGift card — whether it's a Visa or Mastercard — your card continues to work exactly as before. The physical card hasn't changed. The balance hasn't changed. The card network hasn't changed.
The only thing that changed is where you go online to manage your card. Instead of GiftCardMall.com, you now use Giftcards.com.
If you had an account on GiftCardMall.com, you may need to create a new account on Giftcards.com and re-register your cards. Blackhawk Network has advised customers to check their account status at Giftcards.com. The registration process takes about 2 minutes.
The old URL mygift.giftcardmall.com still technically exists (it's used by Blackhawk Network for certain card operations) but the primary consumer-facing portal for managing cards is now giftcards.com.
The back of older cards may still print the old URL. If you navigate there, you may be redirected to the new site, or you may reach a legacy Blackhawk portal. For simplicity and security, always go directly to giftcards.com.
The rebrand has created confusion, which scammers exploit. Fake sites mimicking GiftCardMall or Giftcards.com have appeared in search results. Always type the URL directly into your browser — never click an ad for card activation.
The rebrand has created significant confusion, and search engines unfortunately rank some fake "informational" or phishing sites alongside legitimate ones. Here's how to stay safe:
Now that you understand the transition, head to our step-by-step guides for activation and balance checks.
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