I think gift cards show a slight bit more thought than cash does. When giving gift cards I pick out places that I know the recipient likes. Maybe Barne's & Noble or arts and craft stores if they're into reading or crafting.
I have also been known to do cash but try to be a bit more creative than just stuffing some $s in an envelope. e.g., for my girlfriend's birthday I gave her a spending limit and said I'll take you clothes shopping. So, I took her to the stores, gave her my opinions on things, and paid for everything when we went to the check out. I had fun because we picked out some sexy stuff and she had fun because she wasn't shopping alone and got a ton of new clothes.
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Strive to be more curious than ignorant.
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