'Pick your own' now applies to presents

By Jennifer Wirth
FLORIDA TODAY

Santa just couldn't get it right last year.

When my 7-year-old son didn't get exactly what he asked for on his Christmas wish list, he changed his strategy this year to include just one thing on his list -- "a $200 gift card from Wal-Mart."

"He's a smart boy," said Sharon Weber, a spokeswoman for Wal-Mart. "I mean, he can't go wrong, because he's the one making the choices, so there's no disappointment."

In fact, the desire to "pick your own present" is part of a growing trend.

A survey by the National Retail Federation showed that 48.4 percent of consumers said they would like to receive gift cards this year, up from 41.3 percent last year.

"Receiving a gift card for the holidays, and actually being able to go to the store and browse for yourself, can be a liberating and much-more-rewarding experience than opening up another shirt and tie." said Phil Rist, vice president of strategy for BIGresearch, a consumer market-intelligence firm.

"Our gift cards are a very popular gift choice," Weber said. "It always fits, and it's always the right color."

They also are a big time-saver, according to Victoria Alterman of Indian Harbour Beach.

"My family members are all working professionals, and none of us have much time to shop," Alterman said. "We all love getting and giving gift cards."

Alterman said, for the holiday, she will purchase several gift cards at Barnes & Noble for adult family members, while the younger kids (age 7 to 15) will get a mallwide gift card to use at Melbourne Square.

For her father, she'll get a gift card at a boat-supply store, and, for her husband, who is an avid golfer, a gift card from Nevada Bob's. She plans to spend between $50 and $100 per card.

"It's always the right gift," Alterman said.

According to the National Retail Federation, the average person purchasing gift cards will be purchasing more than three cards (about 3.34) and will spend a total of $114.44.

Collectively, consumers plan to spend $17.24 billion on gift cards this holiday, which would account for nearly 8 percent of all holiday sales.

John Shampo, who owns a hair salon in downtown Melbourne called "Welcome to Hollywood," said the sale of gift certificates really spikes in December.

In a normal month, Shampo said he sells about $200 in gift certificates, but, in December, that amount increases to $1,000.

"Gift cards are a great selection for the person who has everything," said National Retail Federation President and Chief Executive Officer Tracy Mullin.

"They are no longer considered the 'lazy-man's gift.' People love to get them."

That may be true, but for young children, I advise caution when giving gift cards. Because, while my son may just find a gift card under the tree, I can just imagine his face if that's all he found, and there were no traditional presents to unwrap.