In Defense of Gift Cards
Done right, they’re actually a rather thoughtful gesture.
This past Father’s Day, at a loss for ideas, I Venmo-ed my two siblings for $50 each and sent my dad an e-gift card to my parent’s favorite local restaurant. I had no doubt whatsoever they would use it, and when they did, our contribution would provide us a sort of inanimate residence at the table (at least in spirit). A wistful, somewhat exaggerated notion, sure, but we were all pretty scant for cash and lacked the forethought to plan in advance. For the record, my parents loved it.
The image of the gift card has cheapened. Somewhere between the Starbucks Peppermint Mocha craze and Bed Bath & Beyond’s Sweet Pea explosion, the branded pieces of plastic became catchall gift substitutes at white elephant swaps and office secret Santas. But in my own gift-giving and receiving, I’ve found gift cards to be one of the most thoughtful and practical options on the market and will be invoking that theory this holiday season.
Every day, I stare at mismatched mugs in my cabinet, candles with scents that deter me from lighting them, and cookbooks I paged through once littered around my house, where they’ll likely stay until my next moving purge—who wants to be my friend? There are few things one can purchase for $50 or less, an umbrella under which so many gifts fall. Nice socks, a notebook, a book—the list is short. Within this price point, we often fall victim to (let’s call this spade for what it is) crap that the giftee will likely throw away after the period of guilt lapses. We all have too much stuff (something those with tiny New York apartments are constantly reminded of). It’s nice to give something intangible.
Restaurants are the most obvious step-in here. For someone who just moved, think of somewhere local. For the foodie, opt for a swanky new spot. But when in doubt, embracing your loved one’s old faithful watering hole eliminates any element of hesitation; you know they’ll use it. And I would much rather direct my funds to an independently-owned eatery than purchase a candle from a mass-market brand, wouldn't you? In this category, embrace the local—boutiques, gift stores, etc.—for an even more centralized transaction. It's personal but not too personal; your giftees can make their own specific purchase, eliminating an element of waste yet again.
The experience, a popular spending classification among millennials and wanderlusters alike, offers potential here, as well. Movie theaters, concert venues, and ballets are easy options, but there’s room for creativity. What about a wine and cheese pairing course? French seminars? Cooking courses?
There’s not much you can buy for someone under $50 that they actually want, but you can knock $50 off a larger ticket item they’ve been coveting.
In the superfluous section of my own imaginary budget, extravagant vintage shopping outranks manicures, so I can never justify having my nails professionally done. So when a friend bestowed upon me a gift card to the nail salon around the corner, I was delighted to spend it. Pampering is yet another excellent direction for the gift card. Of course, few self-care endeavors come cheap, but I don’t view this as an issue. Any contribution is valid.
In that vein, turn your attention to wish-list items. There’s not much you can buy for someone under $50 that they actually want, but you can knock $50 off a larger ticket item they’ve been coveting. Here is yet another space to prove your affection. Listen closely to discover friends’ and families’ more extravagant desires. The noticeable personal gesture (the undercurrent of any great present) will preside. As long as it’s money they can’t spend on something practical or utilitarian, the point of the gift remains intact.