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[...] gift card's unique!
I bought a $20 gift certificate as part of a secret santa exchange at work just a few days ago (holiday party was 12.6). Since I didn't know my recipient well at all (and he didn't specify any likes -- only the "i'm open to anything!" statement on his form), I thought it would be a perfect gift. It's different than the typical (and mass) retailers like Target, B&N, Starbucks or Macy's. I work for a marketing agency, and since this recipient was a creative director, it only made sense to break the norm and buy an uncommon goods gift card! He loved the uniqueness of it! (esp when I included the catalog).