iTunes Gift Card Balance not Showing

I bought an iTunes gift card on my way home from a trip. The card was apprently “not validated” by the store I purchased it from. iTunes response was: “print the reciept, print the card and send in” go back to the store and get a duplicate reciept etc.etc. The store is 137kilometres from where I live so ridiculous statement. My question is I purchased it from their supplier so the problem is between them not me! They have a serial number and a code and the log in number so they know about the card for sure. They will have been paid by the retailer so they have their money the retailer has their cut and the customer me has nothing! How bloody stupid. Boycott iTunes and go back to purchasing from stores.