I understand. How does my friend walk out of the store with it? He scans it at a register first? Does it cost money?
AFAIK, it depends on what the front of the packaging shows. If it shows the fee as $0 then it's free (of course lol), but if it says $5.00 then they should probably have it scanned. For the free ones, your friend can and should ask if he can have them (try for a few at time). Maybe they can say their gifts that his family members will activate at stores close to their homes or their for employees who will activate them later, or something else that's clever. Either way I think there should be some sort of communication with an employee before they walk out the store with them.
Someone else feel free to chime in if I've said anything wrong, but that's what I've grasped from following the thread.