Gift cards are not always seen as great gifts. Some people consider gift cards as a “lazy” way to choose a gift. However, gift cards are exceptional as prizes.  For instance, if your giveaway prize is a specific makeup kit, people who don’t like that kit might not enter your giveaway.  If the giveaway prize was a gift card to a makeup store (to the value of a makeup kit), then more people would enter because they have the freedom to choose their own makeup kit.