I wouldn't buy my wife a gift card to Victoria's Secret, but I would buy a friend a gift card to a restaurant he likes, or to a store he likes. A buddy of mine loves Princess Auto. Am I going to take an entire inventory of his basement and garage and then go to the store and find something for him? Of course not. But a gift card would be appreciated since he can then go shop for something he has been wanting, or put it towards something he was going to get. And some things aren't practical to give as a gift, but are better as a gift card. Such as spa sessions for a favoured SP. Sure, some gift cards might be thoughtless, like giving a guy going to AA an LCBO card, but I think generally, people give gift cards with an idea that the recipient would appreciate or get use out of it.