As long as I can remember, I’ve enjoyed buying Christmas gifts for family and friends.
I’m not much of a shopper. Actually, I usually hate shopping. But I feel differently about Christmas, and I like looking for a gift that fits someone’s taste or hobbies. It’s fun to find just the right book or a cool card.
In the past, most members of my family preferred receiving gifts as opposed to a card and some cash, so it’s been a good fit.
But I’ve been losing ground for the past few years because of the popularity of gift cards. I admit, I’ve been buying a few cards here and there, and I expect I’ll be buying even more this year.
Cards are particularly helpful with relatives in other states. They’re easy to buy and send, and the recipients can get exactly what they need. The other thing I like about them is that a single card can benefit more than one person.
For example, the husband of my favorite niece in Illinois has been getting gift cards from me for the last few years for dinners at restaurants my niece particularly likes. Of course he takes her out to dinner when he cashes in the card. He tells me he enjoys doing it, so it’s a win-win-win situation. I can always give my niece something else.
Cards are increasingly popular these days.
The National Retail Federation surveyed consumers recently about their most desired holiday gift. The highest single category for adults surveyed was a gift card, at 55.2 percent.
More women wanted cards (63.4 percent) than men (46.6). The top choice of men (49 percent) was actually various forms of media — books, CDs, DVDs, videos and video games.
The age group where gift cards are the most popular is 25 to 34, where 63.4 percent wanted one most. The federation expects that shoppers nationwide will buy almost $25 billion in gift cards this season, averaging about $40 a card. Card buyers are expected to get nearly four cards each.
A story I read in the Sacramento (Calif.) Bee quoted a college marketing professor as saying he expects a shift in how people redeem the cards this year.
“They’ll be spent for things like underwear and toothpaste,” said Dan Horne of Providence College in Rhode Island.
My nephew-in-law (is there such a thing?) made a good point when we talked about cards on the phone.
Like everyone else, he’s watching his pennies these days. He said he enjoys getting the restaurant gift cards because it forces him and my niece to go out to eat at a time when they wouldn’t otherwise do so.
My sister-in-law said something similar.
Her budget doesn’t have any room in it for regular lattes, but that doesn’t mean she’s stopped liking them. She noted that a Starbucks card is always a welcome gift because it provides an occasional treat that she would otherwise pass up.
Their comments made me feel a little better, and certainly less guilty, about the idea of buying more gift cards this year instead of a more carefully selected present.
I like the idea of giving people a good excuse to treat themselves to something they like. But I certainly won’t be giving anyone a gift card or a check that they can cash in for toothpaste.
Mike Benbow: 425-339-3459; benbow@heraldnet.com.
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