Gift card purchases actually make up the bulk of the sales that stores see in January and February.
With two days after Christmas many are still buzzing about what they received.
"Password journal and two pillows from my mom...a 3DS from my grandmother and I got three games on it," says Emily Pemberton.
But the best gift Emily received was a gift card and she already has a plan for it.
"I'll probably go to Dillards and get some clothes and some shoes," she added.
And she's not alone. In fact, many people will spend the next few days using gift cards.
"It's the best way to purchase that item that you don't know what your loved one or your friend would like to have," says Lynn Dickerson of the Wiregrass Commons Mall.
Dickerson says it's an easy way to turn the unknown into the perfect holiday gift.
"It's just that easy way of shopping...fast, quick...buy a gift card, give it to a loved one or to a friend and then they can go shopping and find that special gift."
And as many stores offer those after Christmas sales, she says now is the peak time for gift card purchases. "This is the time that they use the gift cards that they receive for Christmas so you know a lot of shoppers they are bringing those gift cards and purchasing those items now, you know finding those special deals..so you know it's just ongoing."
An ongoing trend that will continue over the next couple of weeks.