Gift cards are not my first choice for the ideal gift. They don't usually convey, "I spent a lot of time thinking about your gift." Mostly they say, "You like books. Here's $25. Go buy one."

Don't get me wrong. I've given my share of gift cards, and received some that I was thrilled to get. It all depends on the situation and who is doing the giving/receiving. (More on that in a later post, and in my upcoming column for Hooters Magazine. And I'll post that column once it hits the newsstands.) But, there is a little known advantage of buying gift cards that you may not be aware of.

Most restaurants and retailers have gift cards available year-round. But at this time of year, many are offering incentives for purchasing them. They can come in the form of additional gift cards, discounts, or giveaways. And that means your money goes further. In some cases, much further.

For example, some of the larger chain restaurants like TGI Friday's and Bennigan's will give you a $5 dining certificate for every $25 gift card you buy. That's 20% back in your pocket.

Lowe's is offering incentives too, giving away two free tickets to Ben Stiller's new movie, Night at the Museum, with every $100 gift card purchase. Figuring that in some areas a movie ticket runs $10, that's also a 20% kicker. (Although depending on how you feel about Ben Stiller, this may, or may not, be a bargain.)

And there is no law that says you actually have to give the cards as gifts. A buddy of mine takes advantage of these deals every year. He has a couple of restaurants he goes to – and takes clients to – regularly. He buys a few hundred dollars worth of their gift cards, and gets an additional $20-$25 worth for every hundred he spends. He keeps the gift cards and uses them all year long. He looks at it like he's getting 25% off every meal. Not a bad deal.

Check with your local retailers to see what they are offering this holiday.