found in a survey
"Gift cards are wonky ... because you don't recognize the sale when the customer buys the card. You recognize the sale when it's actually exchanged," he said. "So, as you try to measure holiday sales, you're going to have this liability on the balance sheet that's not a sale, even though the sale has been made."
One reason is that when recipients go shopping, they tend to spend beyond the face value of the gift card. "About 20% to 30% more than the gift card is what you see, generally speaking," he said.
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In these hard times, people prefer cash to gift cards. Cash is good for anything.
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