All stamps, coupons, tickets, certificates, cards, or similar devices, hereinafter called trading stamps, which are furnished to any person in the course of the sale of goods or merchandise which may entitle the person holding such trading stamps to receive or procure from any person goods or merchandise free of charge or for less than the retail market price thereof, the value of such trading stamps excluded, shall have the cash value of each trading stamp stated on the face thereof. All such trading stamps must, at the option of the holder, be redeemable in cash at any office or agency of the trading stamp company redeeming the trading stamps in merchandise or at any business establishment furnishing such trading stamps with the sale of merchandise. Provided, further, that the provisions of this chapter do not apply to any coupon, ticket, certificate, card, or other similar device issued or distributed by a manufacturer or packer, which is redeemable for any goods, wares, or merchandise, either by the manufacturer or packer, or their agents, or an independent contractor acting for redemption.