Stamps bought from a trading-stamp company by a retailer and given to his customers when they purchase goods. The customer obtains stamps in proportion to the goods purchased, and when he has collected enough stamps he can exchange them for goods from the trading-stamp company. The issue of trading stamps is regulated by the Trading Stamp Act 1964. Each stamp must be clearly marked with a monetary value and the name of the issuing company. The retailer aims to cover the cost of the stamps by profits from the increased custom he hopes they will attract.