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IMO, gift cards are only marginally better than cash. There are families where everyone gives each other X amount of cash. What's the point? A carefully-selected gift says "I know you well, and I was thinking about you and what you'd want, so I got you this." A handful of cash (in plastic form or otherwise) says "the calendar says I have to hand something over, so here!"
Mind you, I don't turn down incoming gift cards ... but I think I'd rather have one book someone really thinks I'd like than ten times its value in meaningless plastic. Or, for that matter, I'd rather have one handmade bookmark that means something. When we traded the personal touch for greed, I think we ended up with the worst of the bargain.
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