Over the past decade, gift cards have steadily become one of the most popular rewards and gifting options in the UK. And no wonder: gift cards are hard to beat in terms of convenience and versatility. They can be given on birthdays and holidays, offered as workplace incentives or earned by taking surveys. Yet they're often dismissed as "impersonal" or "not very exciting". So why do so many people actively choose gift cards – and genuinely enjoy using them?