Crissy, I agree this whole situation was not handled well at all. If a particular entrance had been specified for the gift cards, then the people lined up at that entrance should have been the ones awarded the cards or at least informed of the change and some sort of marker given to show how long they had been waiting.

However, and this is merely a personal opinion, if this is a tradition you and your family have had for many years, then I don't see why the lack of a $10 gift card should stop it. Reading that you left the store and spent your money elsewheres because of this just sounds like sour grapes.