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there are also Visa/Amex/etc gift cards that are not restricted to one store or brand

https://www.cnbc.com/2016/12/20/scroogenomics-why-you-should-scrap-the-presents-and-give-cash-at-christmas.html

Yet Joel Waldfogel, U.S. economist, University of Minnesota professor and author of the 2009 book, ‘Scroogenomics: Why you shouldn’t buy presents for the holidays’ has not wavered in his belief that the “orgy of wealth destruction” that takes place each Christmas needs to change.