Hello, I have this Econ exercise which I am not sure of the answer, could please someone help explain this concept? Below the question:

Over the past decade, holiday gift cards have become increasingly popular at online retailers.Not long ago, online shoppers had to really hunt at most e-retailers' sites to purchase a gift certificate, but today it is easier to purchase gift cards online than at traditional retail outlets.

Do you think online gift cards are merely a fad? Explain carefully.