"If you got a gift card from a traditional gift card company, you would never say 'Hey, that's a great experience, let me give it to my niece as well.' Today it's just an email, digital, flat, static gift card - there's no experience there to share."
The recipient can choose where to redeem the gift card from a long list of well-known merchants. What arrives as a $10 Starbucks gift card can be converted in a couple of clicks to a card that can be used on Amazon, for example, or at Macy's.
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