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It’s harder to pretend “it’s the thought that counts” as gift cards—which are, after all, money in a slightly different form—expand their share of consumers’ holiday shopping. A Deloitte & Touche USA survey finds 66 percent of consumers intending to buy gift cards this holiday season. That’s about the same as last year. The difference is that people who buy gift cards will be buying more of them—an average of 4.6 this year, vs. 3.9
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