That's where my mind was going as well, but a lot of gift cards are for luxuries, like fancy coffee. Maybe that's because the gifter wants them to treat themselves, though.

Undisciplined

True. I’ve never understood it, but the only thing that makes sense is they’re using it like a savings account, like preallocating consumption to limit their consumption type. Layaway confuses me the same way but the motivation is similar I think.

k00b

econ

Applebees offers subscription service - have we reached peak fiat?

endothermicdev

>  it seems like a company only benefits by making me spend money I wouldn't otherwise

This is gift cards, though, and consumers love them for some reason. In every respect (unless I'm missing something), it's better to just have more cash than a gift card.