Newspaper article The Christian Science Monitor

The You-Pick-It Present: Gift Certificates Booming ; More Americans Opt for One-Size-Fits-All Cards

Newspaper article The Christian Science Monitor

The You-Pick-It Present: Gift Certificates Booming ; More Americans Opt for One-Size-Fits-All Cards

Article excerpt

This week, Jennifer Handshew won't be wrapping any bulky sweaters or unwelcomed mohair slippers. In fact, she doesn't have a single "object" to place under the tree. Instead, everyone from grandmother to her sister is getting what has become the hottest gift category this season: a gift card.

"They are my saving grace," says the Los Angeles resident. "You don't have to guess pants size, colors, and you can buy them at the supermarket checkout right where they have the gum."

Ms. Handshew's decision not to buy a single physical present is part of the changing culture of gift giving. In a society that doesn't like to make mistakes, gift certificates are almost riskless even if they don't carry the same emotional appeal as that cashmere sweater that a teenager drooled over at the mall. They can be carried on airplanes without the security guards ripping apart bows and ribbons. And, at a time when Americans are trying to cram too many activities into a day, shopping for them is as easy as going to the supermarket or turning on the computer.

Between 75 and 80 percent of Americans expect to buy gift cards, a category that some expect to grow by 20 percent this year, making it the third most popular holiday gift. The concept has caught on so fast that everyone from Broadway show producers to auto parts companies, from Boston Market to Omaha Steaks is offering the gift certificates.

"The stigma of it being a thoughtless gift is gone," says Scott Krugman of the National Retail Federation. "Consumers like receiving them and merchants like them because they cut down on returns."

In a way the gift certificates are replacing the old stand - by cash in an envelope. "They are more glamorous than cash," says Suzanne Shu, an assistant professor of marketing at the Cox Business School at SMU in Dallas.

Even more important, the gifts often get people around what Ms. Shu terms the "mental accounting" people make when deciding if they can afford something. "We walk through life with a budget on how much to spend on different things," she says. "But a gift card feels different."

In fact, the giving of gift cards is becoming part of the holiday tradition for some families. That's the case with San Francisco resident Aimee Grove and her brothers. They have all agreed to give each other $50 gift certificates for Best Buy. "One year, I changed the plan for one of my brothers and bought something else and he was disappointed," she says.

The gift cards seem to be particularly useful to families with teens. Parents and uncles and aunts are quick to admit they don't know what music a 13-year-old listens to, what games teens play, or what movies they want to watch.

"We never knew if we were guessing correctly," says Jennifer Giambroni of Oakland, Calif. …

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