Targeting the increasing consumer demand for gift cards throughout the year, American Express announced the launch of three new special occasion gift cards. They are: Especially for Bride and Groom, Especially for Dining, and Especially for Movie Lovers.

The three new gift cards, initially sold at americanexpress.com/gift and available later this year in supermarkets and drug store chains nationwide, come with access to special offers related to each of the gift giving occasions. For example, recipients of the Especially for the Bride and Groom Gift Card can take advantage of special offers at Pier 1 Imports, Shutterfly, or Kosta Boda.

Especially for Dining Gift Cards offer specials at participating restaurants nationwide, including California Pizza Kitchen and The Palm Restaurants. The Especially for Movie Lovers Gift Card features offers at cinemas operated by Cinemark Theaters and Clearview Cinemas. Special offers increase the overall face value and are available on all American Express Gift Cards.

"Gift cards have made the jump from being a popular gift for the December holidays to being a great gift for other special occasions year round," says Valerie Sorrano Keating, president of American Express Travelers Cheques and Prepaid Services. "We're pleased to offer an expanded line of special occasion Gift Cards that provide our customers with new gift choices."

The next generation of American Express gift cards comes on the heels of a record breaking year for American Express, which lays claim to being the nation's largest seller of "open" gift cards that can be redeemed at multiple locations. Sales of American Express gift cards in 2006 exceeded the sales of all previous years combined.

In 2004, just one of every three American Express issued gift cards were sold outside of the peak holiday shopping season in December. In 2006, more than half of those purchased were sold between January and November.