EXHIBIT 31.1


       CERTIFICATION PURSUANT TO SECTION 302 OF THE SARBANES-OXLEY ACT

         I, Phillip E. Powell, Chief Executive Officer of First Cash
 Financial Services, Inc. certify that:

   1. I have reviewed this quarterly report on Form 10-Q of First Cash
      Financial Services, Inc.;

   2. Based on my knowledge, this report does not contain any untrue
      statement of a material fact or omit to state a material fact necessary
      to make the statements made, in light of the circumstances under which
      such statements were made, not misleading with respect to the period
      covered by this report;

   3. Based on my knowledge, the financial statements, and other financial
      information included in this report, fairly present in all material
      respects the financial condition, results of operations and cash flows
      of the registrant as of, and for, the periods presented in this report;

   4. The registrant's other certifying officer(s) and I are responsible for
      establishing and maintaining disclosure controls and procedures (as
      defined in Exchange Act Rules 13a-15(e) and 15d-15(e)) and internal
      control over financial reporting (as defined in Exchange Act Rules
      13a-15(f) and 15d-15(f)) for the registrant and have:

        a. Designed such disclosure controls and procedures, or caused
           such disclosure controls and procedures to be designed under our
           supervision, to ensure that material information relating to the
           registrant, including its consolidated subsidiaries, is made known
           to us by others within those entities, particularly during the
           period in which this report is being prepared;

        b. Designed such internal control over financial reporting, or caused
           such internal control over financial reporting to be designed
           under our supervision, to provide reasonable assurance regarding
           the reliability of financial reporting and the preparation of
           financial statements for external purposes in accordance with
           generally accepted accounting principles;

        c. Evaluated the effectiveness of the registrant's disclosure
           controls and procedures and presented in this report our
           conclusions about the effectiveness of the disclosure controls
           and procedures, as of the end of the period covered by this
           report based on such evaluation; and

        d. Disclosed in this report any change in the registrant's internal
           control over financial reporting that occurred during the
           registrant's most recent fiscal quarter (the registrant's
           fourth fiscal quarter in the case of an annual report) that has
           materially affected, or is reasonably likely to materially affect,
           the registrant's internal control over financial reporting; and

   5. The registrant's other certifying officer(s) and I have disclosed,
      based on our most recent evaluation of internal control over financial
      reporting, to the registrant's auditors and the audit committee of the
      registrant's board of directors (or persons performing the equivalent
      functions):

        a. All significant deficiencies and material weaknesses in the design
           or operation of internal control over financial reporting which
           are reasonably likely to adversely affect the registrant's ability
           to record, process, summarize and report financial information;
           and

        b. Any fraud, whether or not material, that involves management or
           other employees who have a significant role in the registrant's
           internal control over financial reporting.

 Date:  May 4, 2004


 /s/ PHILLIP E. POWELL
 ---------------------
 Phillip E. Powell
 Chief Executive Officer