Thank you for asking such a good question! When you obtain the card, you can 'register' it online at the Starbucks website. You register it with your name and address, and set up your own password for the account. Then you can start receiving 'the 'benefits' of a gift card holder. I've not done this myself, but it is my understanding, that you get discounts, and freebies Etc. Good luck if you decide to bid! Fanned you!