Why Gift Cards are the Best Present f
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Let’s just say it: Gift cards are the best present for almost everyone on your list . “Gift cards?!” you yell, monocle falling into your tea. “Who, other than your distant relations, would be so tacky? So gauche?”
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The answer? Most people. According to BankRate, 84% of Americans have received a gift card and 72% have given one. By the end of 2014, $124 billion dollars will have been loaded onto gift cards, and sales have been growing for years.
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The case against gift cards is weak. (Though my colleague, Kara Brandeisky, begs to differ.) A recent Wall Street Journal article revealed that “only” 37% of consumers want a gift card this season, yet spun this news as a negative: “The novelty of gift cards has worn off,” Alison Paul, Deloitte’s vice chairman and retail sector leader, told the paper.
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A 2014 survey from online retailer Rakuten showed almost three out of four Americans won’t like the gifts they receive this season . Let’s do some quick Moneyball here: Based on these two studies, most gifts have a 25% approval rating, while gift cards have a 37% approval rating. Gee, I wonder which one I should pick…
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Gift cards, therefore, aren’t just the right gift for your friends, they’re the . They cast aside our anxieties and pretensions to declare, “I’m so confident in our relationship that I have nothing to prove.” That’s therapeutic for everyone. In contrast, the stress of trying to accurately translate our feelings into an object—something that’s neither possible nor desirable—can actually be dangerous.
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