I guess if it's a GC or 'real money' doesn't make much difference to me. If it's a book I want to read right now I buy it.
If the book you want has been $12.99 for well over a year it's hard to say if/when the price will drop (look to see if a mass market release has been announced). There are quite a few books being published in print now as Trade Paperbacks that don't get mass market releases (or don't get them for many years). Most trade releases have a print list price of $15-$17 and get an ebook price of $10-$13 and I've seen several (especially if published by Penguin or one of it's imprints) that have kept their price for years.
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