With a gift card the recipient can get what they want.
I don't see how any of that is brilliant. Might as well write a check. Or just don't bother with a gift at all. It's what I do with most people I don't care enough about.
Giving cheque/cash feels tacky to me.
Gift cards have the added benefit to the gifter that, upon being spent, the giftee has a chance to associate them with the purchased good or service. Cash and check, being added to an amorphous fungible pool, confer no such benefit for the gifter.
What I haven't figured out is where on these axes lies a printed-out QR code granting ownership of a Bitcoin wallet. Unfortunately Google tells me these actually exist: https://bitcoinpaperwallet.com/holiday-design/
Usually, they'd send a banknote in perfect condition, or a cheque if it was by post.
I'm now too old for these gifts, but my youngest sibling gets the same instructions, and a future-dated transfer to his bank account.
https://www.reddit.com/r/explainlikeimfive/comments/3akq2q/e...
Basically, when we go somewhere new, we look for bank branches or sometimes supermarkets that cater to old people and ask for weird coins. Depending on the bank, tellers sometimes end up carrying these in their drawers for weeks and are happy to unload them. Locally, they know her and sometimes save coins. You develop a sense for banks that are more productive for this -- a more modern bank have staff who don't know what nickels are! :)
Sometimes you get lucky. A few years ago, my wife and my son came back with about $200 of eisenhowers, including a few silver ones. They basically bought $1200 worth of coins for $200! Some kid/grandkid probably turned in grandmas stuff.
East Asian cultures tend to stick to the "red envelope of cash".
I'm curious how much businesses have had inroads into swaying cultures to believe that gifts and gift cards are more desirable than cash. Economists historically have talked about how gifts are frequently inefficient uses of money because there is value loss when it isn't the most desired item at the time.
But even beyond that some gifts that could be bought are valuable to the recipient disproportionately to what it cost for the giver to purchase them, for a variety of reasons.
My point is that those are the same reasons that recipients value gift cards more than the same cash amount (though to a lesser extent).