December — probably the craziest month of the year

I dare say December is the month we look forward to the most… and at the same time secretly count the days until it’s over. Every year the pace gets faster, and December is the peak of that pace—the peak of expectations and the peak of that pleasantly–unpleasant madness that mixes us all up like a snowstorm.

All of a sudden we’re chasing deadlines, plans, project wrap-ups, thinking about the year ahead, running between work events, end-of-year get-togethers, visits, dinners… and then there’s gifting. First husband, second husband, third husband. It doesn’t have to be a big celebration. A birthday, an anniversary, or any little occasion where you want to give someone attention that isn’t pretentious, but still means something, is enough. And then comes that moment: What do you even give?

Shopping, personally, doesn’t bring me much joy. When I circle the same aisle for the third time and still can’t remember whether purple or turquoise is better, and whether those cups will work, I start wondering why nobody included this in the school system: basic survival in holiday chaos.

That’s why gift cards truly save me.

Gift cards and gift vouchers — a similar idea, a completely different experience

I’m sure we’ve all encountered them, but the user experience is what makes the real difference.

• With a gift voucher that must be redeemed all at once, panic often kicks in: you buy something for €27, and then you wander around the store for another half hour trying to “make up” the missing €13.
• Six months of validity? One year? Too short. The voucher ends up in a drawer between warranty papers, batteries, and mysterious screws. When you find it a year later, the only thing that’s still valid is your anger.

Let me share a little secret: in Europe, the average validity period for a gift card is at least five years. There’s no single unified law—each country has its own rule, and where there isn’t one, consumer protection rules apply—on average, 5 years. In Austria, the validity period is even 30 years. (With service vouchers, it’s also worth noting: if a service cost €50, and two years later it costs €60, you’ll have to pay the difference.)

Why a gift card can be the best gift

We all know that moment when you receive a gift card. In most cases it’s still a physical card, but e-cards are increasingly on the rise. If a provider really cares about making the experience even nicer, they can offer different designs—one step further is a fully personalized image on the card, so the giver can show exactly what they wanted to say. The card gains a personal touch. I believe many people keep a card like that as a memento, even when there’s no balance left on it.

But we can still misplace it. What if we could add it to our e-wallet? Then we’ve won. No more forgetting it at home, losing it among boxes of chocolates, or carrying 15 different cards that clutter up your wallet. After every purchase you can clearly see how much balance is left. No more guessing, no more surprises. You can use it multiple times as long as there’s money on it—and you always have a clear overview.

And honestly: why are gift cards often the most sensible gift?

If we know exactly what the recipient wants—of course we buy that. It’s personal, it’s important, it has weight.

A gift card isn’t an invention that will save the world. But it’s one of those small things that makes life simpler. It doesn’t force you into a purchase that isn’t yours. It doesn’t push the recipient into rushing or improvising. It doesn’t promise excess—it gives freedom.

And in a time when we all have too much pace, too many obligations, and too many stimuli, freedom in a gift is sometimes the greatest thing you can give.

Maybe that’s exactly why gift cards don’t feel empty. They’re simple and practical—of course, if the system is well designed. In that case, they can also be surprisingly personal. To me, it’s one of the fairest forms of gifting—nothing forced, nothing random, nothing “just in case.”

When I think about it, maybe that’s the essence of a gift: not perfection, but intention.

And a gift card can express that clearly, simply, and without unnecessary words.