Incentive Magazine’s “Plastic is Perfect” discusses the demand and choices of gift card incentives.  Gift cards are quickly becoming the leading middle-ground incentive.  Along with the intent to give a gift card, employers should make gift cards personal by adding a letter, customizing the card, or making the gift presentation public so everyone can share in the employee’s accomplishment.  Using gift cards successfully as rewards and recognition programs is best executed when employers take into consideration the stores recipients will most likely frequent, and steer clear of retailers whose financial health is in question.