From now through July 31, 2014, Southwest Rapids Rewards is offering a 40% bonus on purchased or gifted points.

How To Get 40% Bonus Points

• Buy or Gift Southwest Points here

The points price through this promotion comes out to ~$1.96 cents per point. Given that points can be redeemed for ~$1.42 cents, the only reason this promotion makes sense is to top off an account for an award, or pay for miles when a specific flight option costs a lot more with a revenue ticket.

Offer Details

• Valid through July 31, 2014
• Get 40% bonus points

Now is a great time to buy Rapid Rewards® Points or give them as a gift to family or friends with this 40% bonus points offer available through July 31, 2014!

That gives you only one week to take advantage of this great opportunity. Whether you’re traveling within the country or jetting off to one of our new international destinations, buying Rapid Rewards Points can help you or your recipient get there sooner. Plus, when you use your Rapid Rewards Premier or Plus Credit Card to purchase these points, you’ll earn an additional 2 points for every $1 spent.

Hurry! This limited-time offer ends next Thursday, July 31, 2014.

Terms And Conditions

Terms and Conditions: Offer is valid between July 24, 2014, 00:00:01 a.m. CST and July 31, 2014, 23:59:59 p.m. CST. Member will receive 40 percent bonus points when buying points. For gifted points, recipients will receive a 40 percent bonus of Rapid Rewards Points. Transfer transactions are not eligible for this offer. Transactions are nonrefundable and nonreversible. Purchased/gifted points and bonus points do not count toward A-List, A-List Preferred, or Companion Pass qualification. Points can be purchased in blocks of 500 with a minimum initial purchase of 2,000 points and a daily maximum of 60,000 points can be purchased or gifted by a Member with no annual maximum. Prices are in U.S. Dollars and include all applicable taxes. All Rapid Rewards rules and regulations apply.

Bottom Line

The 40% bonus is a large bonus, but the cost is higher than the redemption value. I suspect this promotion will be used by very few, but still may come in handy for those looking to top off accounts for a specific award.