Coins Collection

When the U.S. Mint announced it was adding a .9999 gold bullion coin to its line of gold coins, it looked like a “golden opportunity” for the Mint to capture a big chunk of 24-karat gold coin market. When legislation was passed mandating that the new coin bear James Earle Fraser’s designs that graced the legendary Buffalo/Indian Head nickels from 1913 through 1938, the new coin’s future looked even brighter.

However, on release of the new Buffalo gold coin, the Mint’s golden opportunity has turned into a nightmare at the retail level. While the coin itself is quite striking, having a matte finish and completely capturing the Fraser designs, the packaging makes the coins a nightmare.

Although the bulk of the blame can be laid on Congress for attempting to “micro-manage” production and distribution of the coins, the Mint should accept its share of the blame for the choice of packaging, having not considered, the retail aspects of the packaging.

Congress mandated that the coins be individually encapsulated to protect them from damage, apparently to avoid problems that have risen with 1-oz Canadian Maple Leafs. Further, Congress mandated that the Mint have the coins ready for distribution by the end of June. To meet the deadline, the Mint had to choose a method of packaging that was readily available and that would accommodate anticipated large volume sales.

The Mint chose a semi-rigid Mylar packaging, five coins horizontally with four coins down, making twenty coins to a sheet. With wide spacing between the coins, a “sheet of Buffalos” measures twelve inches by sixteen inches. The packaging causes several problems.

Because of the rigidity of the Mylar, a sheet cannot be folded into a tall bundle. Orders for less than twenty coins have to cut out of the sheets for the coins to be packed compactly, which is desiredand expectedfor gold bullion coins.

Undoubtedly, the semi-rigid packaging for the Buffalos was meant to provide durable protection. However, the Mylar is so rigid that an original sheet of twenty Buffaloes cannot be conveniently stored. A sheet of twenty can be rolled like a magazine and then rubber-banded, but then storage would take a lot of space. Whereas the smallest of safe deposit boxes will hold hundreds of 1-oz Gold Eagles because they come in compact tubes, perhaps only sixty or so Gold Buffalos would fill a small safe deposit box.

Another problem that has surfaced: The coins readily come out of their protective sheets when handled. This means the coins then have to be transferred to a tube or to individual plastic sleeves, which are used so often for single coin purchases. Or, the Mylar can be mended with Scotch tape, hardly an attractive solution.

Because of the problems that have arisen with the packaging, Buffalos will not appeal to many large bullion buyers but to collectors, who may want only a few coins. Investors who ordered Buffalos without knowledge of the packaging have been disappointed. With the present packaging, it is unlikely the Mint will capture much of the .9999 fine bullion coin market.

While the Mint may point to early robust sales, new coins nearly always enjoy strong early sales. And, with the popular Buffalo/Indian Head design, undoubtedly Buffalos will remain favorites of collectors and people looking for gifts. However, the Buffalos were introduced to go after the .9999 fine gold bullion coin market, where investors make repeated orders. So, the test for the Buffalos will come in the months ahead when we learn if investors make second and third orders for Buffalos.

It is the opinion of this 32-year veteran of the gold bullion coin market that if the U.S. Mint does not make changes in Buffalo packaging, sales will erode over time, and the Mint will miss a golden opportunity to capture a big piece of the pure gold coin market, which is now dominated by the Royal Canadian Mint’s Gold Maple Leafs.

The solution to the problem is for the Mint to change the packaging as soon as possible, taking into consideration how large investors are likely to store the coinsin safe deposit boxes. For investors who do not store in safe deposit boxes, compactness becomes even more important, as the coins must be easy to conceal. The Mint seems to have completely ignored this aspect of the market.

Additionally, the Mint needs to keep in mind that the coins have to be handled by bullion coin dealers who ship the coins to the final investors. The present packaging causes twenty-coin or larger orders to be shipped in large boxes, adding to shipping costs. The large boxes may also require more trips to the Post Office. It also increases the cost of handling for orders less than twenty coins, as they have to be cut out of the sheets.

Since Congress mandated that the coins be individually encapsulated, the Mint should go with hard plastic capsules such as those used by The Perth Mint. Then the capsulated coins should be put ten to a tube, providing compactness for ease of storage. That would also facilitate handling by coin dealers.

To correct the problemand really go after the .9999 bullion coin marketthe Mint should encapsulate the coins individually and put them in tubes of ten. Then ten tubes should be put in small, sealed, and durable boxes. And, finally, five small boxes of 100 coins should be put in a larger box of 500, which is how the Mint ships its best-selling Gold Eagles. Boxes of 500 are popular with large investors, and the boxes of 100 would be attractive to medium-size investors.

Packaging the new Buffalos this way would facilitate storage and handling both for investors and for retail dealers. The Mint needs to think retail with its packaging, to take into consideration how investors store, and to think about the bullion dealers who handle the new Gold Buffalos in delivering them to pure bullion coin investors.

Bill Haynes heads CMI Gold & Silver Inc, one of America’s oldest precious metals dealers. See CMIGS’ website at http://www.cmi-gold-silver.com/. This article may be reprinted provided this signature remains intact, including
the direct link to CMI Gold & Silver Inc.

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In April, the U.S. Mint revealed plans to strike in early 2006 new .9999 bullion coins to go after the growing world market for .9999 fine (24-karat) gold coins. Studies show that pure gold coins claim 60% of the world’s gold bullion coin market, which is some $2.4 billion annually. The Royal Canadian Mint’s Maple Leafs hold the number one spot for pure gold coins. However, problems with Maple Leafs have surfaced.

If the Mint avoids the problems that have developed with Gold Maple Leafs, it has a golden opportunity to grab an even bigger share of the gold bullion coin market. The U.S. Mint’s American Gold Eagles are the best selling 22-karat gold coins in the world.

Despite being the world’s best-selling 24-karat gold coins, 1-oz Maple Leafs’ design and packaging leave them susceptible to damage. As a result, Gold Maple Leafs have fallen in disfavor among U.S. gold bullion coin investors. Indications are that gold bullion coin investors worldwide have the same frustrations with 1-oz Gold Maple Leafs.

It is nearly impossible to remove, inspect, and put 1-oz Gold Maple Leafs back in their tubes without scratching them, no matter how carefully done. Gold Maple Leafs have smooth, clear fields around Queen Elizabeth’s likeness and sharp milled edges. As the coins are put back in their tubes, the edges scratch the fields–and sometimes the Queen’s raised image.

And, Heaven forbid that a 1-oz Gold Maple Leaf is dropped on a floor or even a hard tabletop. But, most of the damage is done when investors handle the coins. If Gold Maple Leafs are handled roughly, as investors are used to handling Krugerrands and Gold Eagles, Gold Maple Leafs are easily damaged. Consequently, many badly damaged Gold Maple Leafs have come back into the secondary market.

Until a few years ago, Gold Eagles and Maple Leafs sold at the same markups over spot. But, as Maple Leafs, which investors have bought since 1979, started coming into the secondary market, problems surfaced. Now, to keep investors in the U.S. market buying Maple Leafs, the Royal Canadian Mint has to offer new (current year) Gold Maple Leafs at a half-a-percent below Gold Eagle prices.

Damaged 1-oz Gold Maple Leafs are such a problem that one important secondary market maker stopped dealing in the coins for a while. The head trader said he did not have time to discuss with buyers and sellers the conditions of the coins. Further, he said his staff did not have time to inspect each coin and classify it as to the amount of damage. It is commonplace for sellers to say the coins are in “perfect condition.” Yet when Gold Maple Leafs arrive, they often are badly scratched or rim nicked.

Another major bullion dealer (perhaps the nation’s largest) currently buys back “perfect” Gold Maple leafs from established dealers at a little over spot, which means investors receive less than spot if their dealers unload to this firm. For scratched or damaged coins, this firm pays less than spot, which enables the firm to send the coins to a refinery at a profit if the firm has no buyers for Gold Maple Leafs.

The secondary dealer returned to trading Gold Maple Leafs but buys all them only at prices that enable him to profitably melt the coins if they are really beat up. As noted, because of the problem with secondary market Gold Maple Leafs, the Royal Canadian Mint has to price Gold Maple Leafs below Gold Eagles to entice investors to take Gold Maple Leafs in the U.S. market.

Luckily–the free market being what it is–there are dealers who will take the time to evaluate Gold Maple Leafs and pay more for the ones in better condition. Still, the spread (the difference between what an investor can buy and sell for at any moment) on “perfect” Gold Maple Leafs is about $4 wider than on Gold Eagles. However, the U.S. Mint’s new 24-karat gold coins need not be problem coins.

For example, the 1-oz Austrian Philharmonics and The Perth Mint’s 1-oz coins are .9999 fine. Yet, these coins are not easily damaged during normal handling because of their designs and/or their packaging.

Philharmonics come ten to a tube and can be taken out and put back in their tubes without scratching. The Perth Mint coins come individually encapsulated in hard plastic capsules. As long as Perth Mint coins remain in their capsules, they maintain their perfect conditions.

Hopefully, the U.S. Mint knows of the problems with Gold Maple Leafs and will design its new .9999 fine coins and their packaging so that the coins are not easily scratched or damaged. If the Mint opts to go with packaging its new coins in tubes, as it does Gold Eagles and as Philharmonics are packaged, then the Mint needs to avoid milled edges.

Although Gold Eagles have milled edges, old U.S. gold coins ($20 Libs and St. Gaudens) were minted with lettering on the edges. So, lettering is not new to the U.S. Mint. With lettering, the edges can be smooth, making the coins less likely to scratch other coins in handling. Philharmonics, which are not prone to damage, have lettering on their edges.

[Over the centuries, mints learned to design gold coins to guard against “shaving,” a process by which a small amount of metal is “shaved” from the edges. Milled edges that have been shaved are clearly detectible. Light lettering on the edges solves the problem as well. If no lettering can be seen on coins that are known to have been minted with lettering, then the coins have been shaved and no longer have their original gold content.]

As do Maple Leafs, Perth Mint .9999 fine gold coins have milled edges and carry a likeness of Queen Elizabeth II on the obverse (front). However, to protect its coins from damage, The Perth Mint encapsulates them in plastic capsules. When Perth Mint bullion coins are removed from their capsules and put in tubes, the coins are susceptible to scratching as are Maple Leafs.

In going after a piece of the $2.4 billion .9999 fine gold bullion coin market, the Mint needs to consider the mindset of bullion coin investors. Bullion coin investors seek alternatives to paper money; they are not coin collectors. Bullion coin investors prefer coins packaged so that they can be easily stored and secured.

This means the Mint should package the coins twenty to a tube, which has become–primarily because of Gold Eagles–the preferred method. Five tubes conveniently total one hundred coins. Further, the tubes should be made of the same durable plastic from which Gold Eagle tubes are made. Hard plastic tubes, such as those used for Philharmonics, can and do break when dropped. Gold Eagle tubes, on the other hand, are virtually indestructible.

For protection against “shaving,” the Mint should design its new coins with lettered edges. Lettered edges would make the coins much less susceptible to scratching.

The Mint is going after the bullion coin market, and bullion investors like to feel and heft their coins. Packaging the coins in tubes enables investors to more easily inspect their coins. Collectors, on the other hand, want their coins in as pristine condition as possible. Although capsules are excellent for protecting collector coins, coins individually packaged in capsules require more space for storage. The other aspect that the Mint has to consider is the coin’s theme.

The Mint should make the theme something uniquely American, as it did with its American Eagles coins. For the Gold Eagles, the Mint chose a slimmed-down rendition of Augustus Saint-Gaudens’ famed Standing Liberty, which he created in 1907 to grace a new Double Eagle ($20 gold coin). Nearly one hundred years later, the Saint Gaudens, which the coin is now called, is viewed as the most beautiful coin produced by the U.S. Mint.

For its Silver Eagles, the Mint chose A. A. Weinman’s Walking Liberty design, which was used on half-dollars 1916-1947. Walking Liberty halves are among the most popular silver coins ever turned out by the U.S. Mint. Judging by the success of the Silver Eagles program (more than 128 million sold since their inception), putting the Walking Liberty on Silver Eagles was the right move.

Some may argue that the Standing Liberty and the Walking Liberty designs are being used in the American Eagles program, and, therefore, the Mint should go onto another design. However, the Standing Liberty and the Walking Liberty are immediately identified as American by the world’s bullion coin buyers. Besides, is not Miss Liberty as much our nation’s icon as is the eagle?

If the U.S. Mint avoids the problems that have surfaced with Gold Maple Leafs and offers gold bullion coin investors a strong alternative, then it has a golden opportunity to capture a big share of the .9999 fine gold bullion market. With the right planning, the Mint could shake the Maple Leaf’s hold on the .9999 bullion coin market.

Bill Haynes heads CMI Gold & Silver, one of the nation’s oldest precious metals dealers. See his website at www.cmi-gold-silver.com.

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