Article content continued

Determining who is in need, and who isn’t

There is no system in place for determining who deserves the gift cards more than anyone else. The only provincially regulated requirements are proof of address and identity. City staff have conducted interviews on site with those lining up to determine further eligibility and are keeping a database of who receives a card. Mr. Kinchlea suggested a more effective distribution method might have started by targeting those already on welfare, or receiving unemployment insurance. “People could show up and give their case number, or prove they are a welfare recipient and then they get their card,” he said, “[that way] it’s tied to something that is already existing and should not be as problematic as it was.”

The element of surprise

Boxing Day and liquidation sales typically draw hordes of shoppers eager for a deal, and yet when the province decided to offer free gift cards, it didn’t anticipate that more than a few hundred people might try to get one. (Individuals were eligible for up to $50, and families up to $100.) “The uptake was far higher than was originally anticipated,” said Deputy Mayor Norm Kelly. “I’ve talked with the premier on several occasions since, and I think the private sector has responded with more cards.” As of Thursday afternoon, more than 5,000 families and individuals have benefited from the cards. Hundreds more have been turned away due to a lack of cards. The card offer ends Friday in Toronto.