I think you're right. 80% of the gifts I received this year were in the form of gift cards. And even though there is nothing "easy" about spending any amount of money during the holidays, I do agree with the thoughtfulness that gets reduced. Next year I plan on trying to give more sentimental/home-made gifts and see how that goes over.

I asked my family for Christmas lists, and either purchased the hard item online, or gave them the gift card (that they asked for). I think it is only impersonal if you never bother to find out what the other person really wants. I LOVE gift cards - because that allows me to choose something that I may not have even thought about before Christmas. Also allows me to shop the sales. But then, I also love handmade gifts. Especially with grandchild finger prints all over them!

In this increasingly fragmented society, where we don't watch or listen to the same things anymore, where people are pulled in a million directions, my experience is that gift cards have exploded in popularity and in acceptability as a gift. People are now getting credit, if you will, for knowing which store you like to shop in, as opposed to what color sweater you want.

According to Bloomberg, gift card sales are up to $20 billion this year--and now account for more than 11% of sales.