Heartland Payment Systems® offers tips to     help businesses leverage gift card programs based on new regulations

PRINCETON, N.J.—As the first holiday shopping season since the enactment of new rules     governing gift cards approaches, businesses have an opportunity to     maximize their gift card programs. The new rules were passed as part of     the federal Credit CARD Act of 2009 and took effect on August 22, 2010.      Because the rules address many prior consumer grievances, businesses     will likely see an increase in gift card sales this holiday season and     beyond.

According to the National Retail Federation (NRF), Americans spent     nearly $24 billion on gift cards during the 2009 holiday shopping     season. However, many gift card recipients never redeem the cards due to     expiration dates, dormancy fees and consumer forgetfulness. The new     rules counter that by extending expiration dates, allowing for     replacement cards and mandating the disclosure of fees as well as     placing a limit on them. The new regulations apply to store gift cards     (closed-loop) and gift cards with card brand logos (open-loop), but do     not apply to reloadable prepaid cards and cards that are of a reward or     promotional nature.

“Business owners need to understand the new gift card rules and     disclosure requirements so they can educate their customers and help     increase their gift card sales,” noted Jeff Lipp, executive director of     loyalty at Heartland Payment Systems, one of the nation’s leading     payments processors and a leading provider of gift cards. “This     legislation alleviates the burdens of fees and expiration dates,      creating a win-win situation for businesses and consumers alike.”

Heartland offers the following tips to help businesses maximize gift     card programs this holiday season:

1. Make sure your customers are aware of the new rules. Develop     signage and collateral that details how the new rules affect consumers. This new law requires disclosure of the new rules on gift cards and     gift certificates manufactured on or after August 22, 2010. For gift     cards produced prior to April 1, 2010, the effective date of the     disclosures is not until January 31, 2011.

2. Order holiday cards and carriers. Add holiday-themed     gift cards and card holders to your stock to encourage your customers to     purchase cards for their friends and family.

3. Hand out promotional gift cards to bring in new customers. Increase     the return on preloaded cards by distributing them to nearby businesses     to reach new customers.

4. Run a customer rewards promotion. Create a real-time     promotion that your customers associate with a specific time of     year. Doing so can entice your customers to come back more often and     spend more when they do.

5. Engage your employees. Encourage your employees to get     to know your customers by name. Selling gift cards to those customers     will be easier when you have established a relationship with them.

6. Place cards in a visible area. Your customers won’t buy     gift cards if they don’t know you have them. Place cards and promotional     materials in visible areas of your business, such as near the entrance     or at the cash register.

Heartland’s innovative Gift Marketing program helps business owners turn     gift cards into powerful marketing tools that increase revenue, promote     their businesses and expand their client base. For more information,      visit HeartlandPaymentSystems.com/GiftMarketing.

About Heartland Payment Systems

Heartland Payment Systems, Inc. (NYSE: HPY),      the fifth largest payments processor in the United States, delivers credit/debit/prepaid     card processing, gift     marketing and loyalty programs, payroll,      check     management and related business solutions to more than 250,000     business locations nationwide. A FORTUNE 1000 company, Heartland     is the founding supporter of The Merchant Bill of Rights, a public     advocacy initiative that educates merchants about fair credit and debit     card processing practices. The company is also a leader in the     development of end-to-end encryption technology designed to protect     cardholder data, rendering it useless to cybercriminals. For more     information, please visit HeartlandPaymentSystems.com,      MerchantBillOfRights.org,      CostOfABurger.com and E3secure.com.

Forward-Looking Statements

This press release may contain statements of a forward-looking nature     which represent our management’s beliefs and assumptions concerning     future events. Forward-looking statements involve risks, uncertainties     and assumptions and are based on information currently available to us.      Actual results may differ materially from those expressed in the     forward-looking statements due to many factors. Information concerning     these factors is contained in Heartland Payment Systems’ Securities and     Exchange Commission filings, including but not limited to, its annual     report on Form 10-K for the year ended December 31, 2009. We undertake     no obligation to update any forward-looking statements to reflect events     or circumstances that may arise after the date of this release.

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