Abstract: The present invention is directed to systems and methods of conducting a purchase transaction of eligible goods or services using a stored value associated with an indicia. Methods in accordance with the invention may include steps of: receiving at a point-of-sale identifiers of goods or services selected for purchase and the indicia; determining if the goods or services comprise eligible goods or services; totaling the amount required for the purchase of the eligible goods or services; determining if the stored value is sufficient for purchase of the eligible goods or services; using the stored value towards the purchase of the eligible goods or services; and using an additional funding source provided by the purchaser towards the purchase of any goods or services that are not eligible goods or services. Systems may include various communication interfaces, databases, and processing modules.