(MF) - It’s that time of year again – time to put up the lights, hang the mistletoe, pour the eggnog and get together with family and friends.

But this year, many Christmas shoppers will forgo one tradition, the annual chore of holiday shopping.

This season, the name of the game is convenience. With that in mind, more and more Christmas shoppers are putting an end to the frenzied shopping binge that traditionally accompanies the holiday season.

Instead, Christmas shoppers are opting for gift cards purchased at the check-out line at their local supermarket, drug or convenience store.

“Holidays are all about spending quality time with family,” said Alison Deyette, a shopping expert for “Today,” “The View” and “Extra.” “By getting all your holiday shopping done quickly and in one place, you’ll have more time to share with loved ones.”

According to Bain & Co., a research and consulting firm based in Boston, gift card sales soared toward the $45 billion mark in 2004. With that news, gift cards promise to be once again the hottest gift giving trend for 2005.

As a service to their customers, stores now carry a variety of gift cards for many of the nation’s best-known retailers including Best Buy, Blockbuster, iTunes Music Card, and others.

Findings from an independent study showed that grocery stores topped the list as the place most consumers would go to find multiple cards at one stop. That survey also found that gift cards for dining, books, music and fashion are going to be the top sellers for this season.

“Stressful weeks of driving all over town shopping for the perfect gift or looking for the latest tech gadget is a thing of the past,” Deyette said. “Whether shopping for groceries, picking up prescriptions or even making a quick stop at the corner market for a quart of milk, people are discovering that gifts can be found where you least expect them – your neighborhood market.”

Among the other reasons cited by experts as the driving force behind the growing popularity of retail cards is the universal appeal of gift cards. Not only are they ideal for people who are difficult to buy for, such as dads and coworkers, but with gift cards, shoppers don’t have to worry about getting an item of the wrong size or color.

For a personal touch, Deyette recommends presenting gift cards in holiday gift baskets filled with goodies especially designed for the recipient. For instance, someone can give their favorite teen a basket filled with snacks, energy bars and popular magazines along with an iTunes Music Card. Or for a movie fanatic, a package could include some popcorn, licorice and soda, as well as gift cards from Blockbuster and Best Buy so they can rent the latest release or purchase their favorite DVDs. See cards for details, terms and conditions which may vary. 

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