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I would process the $30 Gift Certificate "Sale" as if it was normal in every way and use Cash as the Method of Payment.
Then in the Cash Drawer in place of the Cash put a "Paid Out" slip reflecting the $30. as Marketing Expense, this will balance the Shift Report for the day and allow you to record in your Financial Records the Marketing Expense offseting the Sales of Product/Service that will ultimately be recorded with the redemption of the Gift Certificate.
I have posted on this topic before, take a look at this following thread for more discussion on this topic.
Hope this helps ...
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