Why Gift Cards Can be Insulting

With the holiday season upon us and everyone scrambling to find the "perfect gift", it seems that gift cards abound. On the positive side, they allow your recipient to choose whatever item they want. Therefore, it cuts down on returns and frustration. Everyone is familiar with the horrendous return lines for days after the holiday. However, some may view gift cards as an insult. I am one of them. Here is why:

Lack of time. The giver has not taken the time to shop for an item they are giving. This can be viewed as the giver thinks their time is more valuable than the recipient's. Or, the giver simply did not want to give the gift in the first place. This is common in office parties. Yes, I know that our society is more time pressed than ever. Does it have to come through during our gift giving time, though?

Lack of thought. The giver has not given any thought about what gift they will be giving. Gift cards are easy, convenient, and quick.

Lack of respect. I worked in an office once where the supervisor did not get along with anyone. She did not treat anyone well. Part of the office holiday party was the fact that she told everyone she expected a gift card with a minimum of $10 on it. Plus, she wanted it from a specific store. In turn, she gave everyone a tin filled with popcorn. Let us not forget the personalized gift card, though. This is one example of how gift cards can display a lack of respect for the recipients.

Amount spent. This is by far the worst part. I despise this. I know how much my gift card is for. Therefore, it goes without saying that I know how much my giver paid for it. That is downright tacky. And, what if I do not want to give a gift with that dollar value on it? Do I have to spend that much on that person? What if I drew their name in the office pool and do not like them? They spent $20 on me; do I need to spend that much on them? Tacky, tacky, tacky.

The purpose of a gift is to not let the other person know how much is spent. That is the CHARM of a gift.

Lack of surprise. Sometimes gift cards are not wrapped other than in their little pouch. At least if you are going to give a gift card, put it in a small box and wrap it. Put a ribbon and bow on it. Part of the pleasure of receiving a gift is the unwrapping of it.

Lack of imagination. It does not take any imagination at all to give a gift card. Another part of receiving a gift is knowing the creative process involved in giving and choosing it.

Lack of personalization. When lack of thought and lack of time combine, they can result in a lack of personalization. Oh, sure, the giver can write the recipient's name on the gift card envelope. Sorry, it is not the same.

I think the excessive use of gift cards has gotten out of hand. They are, in my opinion, a sign of our increased commercialization and impersonalization of the holiday season.