A gift card account system is provided for a merchant to process gift cards. The system comprises a merchant terminal for enabling a merchant to access a gift card account to (i) associate a key number with an account number of a gift card when payment is received from a gift card purchaser for purchase of the gift card, and (ii) associate payment instrument information with the key number and the account number when the purchased gift card and the payment instrument information are received from a gift card recipient so as to allow the gift card recipient to apply the gift card towards a future purchase of goods or services from the merchant without having to present the gift card again to the merchant.