It’s so much easier to give someone a gift card and let them choose what they want to buy rather than giving them something undesirable.
While the gift card is easier and may make the receiver happier, it fails to achieve a memorable, emotional connection.
The art of giving therefore is knowing what you think someone likes and what you know someone likes, and obviously having the money to buy it for them. Gifting is guessing, and the right surprise means more.
You may want to think twice before giving someone a gift card. Do the research and try to give someone something that matters.