For the vast majority of holiday shoppers, we have found ourselves in this situation: stretched thin for time, not super clear on what the recipient(s) needs or wants, we speed walk to that "giant front rack in the sky" of gift cards. Fast food sports bar? Online app store? Oh perfect - an American Express/Visa/Mastercard gift card! They can use it on anything! Then the cashier rings up your cash total and you start thinking of all your holiday cash expenses. There has to be a better way...