There was a really interesting Wall Street Journal story recently about the psychology of gift cards.
According to the story:
So why have gift cards grown in popularity when we already have something better sitting in our wallets? The answer is a combination of consumer psychology and opportunistic retailers and card issuers. Consumers see giving cash as crass, and retailers have taken advantage of that to push gift cards.
So what do you think? Would you rather just get cash, or do you think that's a bit tacky?