Gift cards are supposed to make gift-giving simpler, reducing the need to choose the right size, fit or color. But not all gift cards are created equal. According to a new study from WalletHub , some cards are more popular than others, and some retailers are offering them at a discounted price this holiday season.

“What a lot of folks may be overlooking is the fact that you can buy popular gift cards at a discount, which can save gift-givers money and simplify the process considerably,” noted Chip Lupo, WalletHub analyst. “Instead of picking a specific item, which can be hit or miss, you can simply choose a store that you know your recipient likes.”

To measure which cards are the best bang for your buck, the personal finance website compared 50 gift-giving options. Based on popularity,

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