A collectable gift card having a primary monetary value acceptable as legal tender for economic transactions and a secondary value providing a non-cash economic benefit to a consumer enhances the overall value of the card to both merchant and consumer. The primary value of the collectable gift card may be implemented through a standard gift card architecture or through other cash equivalent instruments such as credit cards, debit cards, cash cards or the like. The secondary value of the collectable gift card may be embodied as a gaming card for board games or other games of chance, or one card of a collectable set of cards, or as a puzzle piece forming a valuable image or game board. The collectable gift card may be a tangible object or a virtual card existing and tradable in electronic form in devices such as cell phones, mp3 players, or on the Internet.