[notbob]

This is definitely my feeling, but e.g. my BIL prefers gift cards (NFL Shop and BWW when in doubt) over all other gifts including cash.

He doesn't like "stuff", but he's frugal and otherwise won't spend straight up cash on himself. Goes straight into savings.

I would never dream of getting him a gift card to help a shop, though. I get him gift cards for things I think he will enjoy but is too disciplined to spend money on for himself otherwise. It's actually a nice way to force myself to really think about him and "give an experience". Or, when I can't, some decent wings and a beer.