I received gift cards and books emailed to my Kindle account for Christmas. I prefered the books that were emailed to my Kindle account. They were books I asked for but it felt more personal to get the book then the gift card on Christmas.
The nice thing about the book that is emailed to you is that you can choose to turn it into a gift card if it is not something you want. You still have the option of buying the book that you want, it takes an extra step, but it allows the giver to send something more personal.
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