If it’s the thought that counts, then gift cards don’t count much at all.
They’re popular, granted. Six out of 10 people responding to National Retail Federation surveys this year said they wanted to receive gift cards for the holidays, and more than half said they planned to give them.
The rest of us may think of gift cards as a cop-out. Gift cards are what you give when you don’t have a clue what makes the recipient tick and can’t trouble yourself to find out.
In my latest for the Associated Press, why it makes more sense to give cash this holiday season instead of gift cards, and why the search for the perfect gift still matters.