Mail-in rebates are a bonanza for retail computer stores: They can advertise a very low sales price (or even a free price, after mail-in rebates), and then charge buyers of these so-called bargains a higher-than-normal sales price. It brings in the customers who are looking for good deals, and who may purchase other items while they are in the store. It means higher sales figures for the retailer since these mail-in rebates are underwritten by the manufacturers, and they cost the retailers nothing. It also creates a cadre of unhappy customers. Why? Consider this: according to the Wall Street Journal, up to 95% of people forget to claim the rebate. They end up paying more for the product then they would have without a rebate. For those who make the claim, there are a variety of reasons why the claims go unpaid. Some of these reasons are detailed below.

Let's start with this premise: manufacturers don't want to rebate money to you, so they put a number of obstacles in your way. Sometimes the rebate forms are hidden in the store or you have to ask the cashier for a copy. The rebate form lists the submittal requirements in great complicated detail so that a simple non-compliance error on your part will void your claim. You must include a copy of your purchase receipt (sometimes with the purchased item circled or underlined) along with the original UPC code from the package. Be careful here, as some packages have multiple UPC codes with different numbers. Then you must mail the completed rebate form, with inclusions, to a specified address (usually a fulfillment house hired to handle the rebate). There is always a window of opportunity; i.e. an "offer expiration date" and a "postmark before" date. Most mail-in forms tell you to expect your rebate in eight to ten weeks.

Very seldom will a rebate check arrive by the promised waiting period: you are forced to call their 800 number (although some don't have a toll-free number) to find out what the holdup is. The manufacturer is counting on you to forget that a rebate promise date has passed. If you do remember to call them, this is generally when the excuses start. Typical excuses are: "We didn't receive your UPC code or register receipt," "We never received your letter," "You didn't complete your rebate form properly," "The offer has expired ... or is no longer funded by the manufacturer." The fulfillment houses are experts at not paying, and as a matter of fact are hired by some manufacturers just because they are so tough. Many times you will get a postcard, not a letter, saying you were denied a rebate. Postcards are easy to lose or throw away in the trash, which is why many rebate checks are mailed in the form of a postcard. They don't even look like checks! Most people will stop trying once they have been rejected. The manufacturers count on this. At a Fry's the other day, a customer relations representative pointed at two 4-drawer filing cabinets and said they were full of customer complaints about rebates. That's eight drawers of unhappy customers, and they represent only that five percent (according to the Wall Street Journal) who actually sent in their rebate forms. After all is said and done, probably 2% of the customers receive a rebate check.

Manufacturers and retailers make more money from us when the items they are selling have mail-in rebates, so it doesn't seem likely that the practice will end any time soon. The number of items using rebates appears to be rising exponentially, and the customer is the loser. It is just plain unfair. How can we fight back?

Fighting Back

There are two ways to fight back: (1) Politically, through our Legislatures, Better Business Bureaus, Federal Trade Commission, Retail Store Managers, etc. We can write letters or call and complain; (2) The second method is to make it so costly for the manufacturers to offer these rebates that they will abandon the practice. We can do this by making sure we get every one of the offered rebates. If you follow the directions outlined below, you will get every one.

1. Make sure you have the rebate form before you leave the store. Check the form to be sure you fall within the offering's dates. Also ask the cashier for a second copy of the purchase receipt.

2. As soon as you get home, remove the UPC code from the container or wrapping before you throw the packaging away. If you intend to try out the product first to make sure you want to keep it, and don't want to remove the UPC code yet in case you want to return it, see #7 below.

3. Read the form carefully so that you will comply exactly with their requirements. Read it a second time before you fill it in. Don't forget to circle or underline the item on the receipt if required to do so.

4. Make copies of everything you send, including the UPC code. This is where most people falter since they don't have copy machines. They set it aside to take to work or to a copy store and forget about it. But, most of us have scanners! Use them to make your copies. Even most fax machines will work.

5. Staple together all the pieces: receipt, UPC code, rebate form. Then they can't say they were not with your submittal, or must have fallen out of the envelope.

6. Mark the mailing date on your copy. Also mark the date when the waiting period ends, eight to ten weeks later.

7. This next step will help you to remember. Go to: www.memotome.com (memo to me) and sign up for their free e-mail reminder service. Have them send you an e-mail when the rebate check was promised. If you are trying out a product prior to sending in the rebate form, ask for a reminder in a couple of weeks.

8. If you haven't gotten your check after the promised time, call the telephone number listed on your copy of the rebate form. Try to talk to a live person. Tell them the waiting period has passed and insist that you be paid. Keep on insisting if you get the brush-off. Ask to speak to a supervisor. Mark the names of those you talked to, the dates and excuses on your rebate copy. If necessary, send another copy of your submittal in case they deny receipt of all submitted items.

9. If all else fails, go to the retail store where you purchased the item. Bring your paperwork and insist that they do whatever is necessary to get you the rebate check.