I still don't understand why it faux-pas to just put cash in a nice card... I just do it anyway. It's a more universal gift card without fees and expiration dates... Anyone who tries to put me down for doing so will simply not be receiving a gift from me next year... Screw stressful stores. plastic cards, and standing in line, my method is much more "green"... :P
I mean, it's all cultural. But the idea is that a gift is personal , and that cash is impersonal . The universality is exactly what makes it impersonal. The ideal gift (again, in US cultural context) is one that reflects something unique about the giver, or recipient, or the relationship between them. An exchange of cash is something that happens between strangers on a regular basis.
"Please treat yourself to a meal at my favourite restaurant, X."
"I think you can buy some plants for the garden."