A gift card isn't considered as thoughtful as something chosen especially for the recipient, but it's still a nice gesture and can make a great stocking stuffer. When companies go bankrupt they usually refuse to honor outstanding gift cards [1], and this uncertain economic climate has businesses using advertising [2] to channel any bankruptcy concerns. For example, J.C. Penney is delivering the message that "you can feel good about giving a J. C. Penney gift card."