Earlier quoted context omitted.
That people buy gift cards at all boggles my mind. You're buying a currency with less versatility (and hence value) for 1:1. Where I live, we have perfectly fine government-issued bills to gift if that's your thing. Somehow, that's considered a bad present? Because it's lazy? Because it doesn't show your opinion on clothes brands? I don't get it, from the consumer's perspective. To the shop/mall it's a clear winner,…
This is one more very good reason not to indulge the insanity that is a "cashless society". If you let go of those government issued bills be sure that in no time at all you'll have nothing but fragmented, private "smart" currencies each hobbled with its own insidious restrictions.
Oh, maybe the real use for gift cards is that the receiver can't haggle. "I know you wanted to give me $200, but how about we make that an even $500 instead?" :)