Gift cards are the valued refuge of the last-minute shopper, reluctant wrapper, distant relative and anyone assigned the unwelcome task of satisfying an impossibly picky 15-year-old.

No wonder, then, that almost 65 percent of American consumers report purchasing or receiving a gift card, according to TowerGroup, a financial services consulting firm. But this super-popular plastic is not always fantastic. While a gift card spares its recipient the hassle of returning unappreciated presents, 10 to 14 percent of the value of purchased gift cards is never spent. Plus, the value of the card may decline (by as much as $2.50 a month) if not promptly used.

To get the most mileage from your gift:

• Choose wisely.
Research shows that cards for mass merchants (Target, Wal-Mart and grocery stores) are much more likely to be cashed in than those for specialty stores and custom services. Get a card from a store that you know your recipient already patronizes — not one you think she should.

• Read the fine print.
Virtually all the bank-issued gift cards from Visa, MasterCard and American Express carry some sort of purchase fee, account maintenance fee (meaning the worth of the card decreases if not promptly used) or expired card replacement fee. Even some store cards have a catch (such as one-time use) or expire if not used within a year.

• Know the tipping point.
If the card is for services — massages, beauty treatments, haircuts, etc. — “be sure to ask if the recipient can convert a portion of the card’s value into a tip,” advises Jennifer Cray, a financial planner for Investor’s Capital Management, LLC, in Menlo Park, Calif. If not, and tipping is customary, you may want to cover the tip in advance.

• Beware the secondary market.
Yes, you can buy gift cards online through swap and auction sites for as little as 80 percent of their face value. But you might find out that the card is near its expiration date or even a forgery. That’s not a very clever Christmas present.

• When in doubt, splash with cash!
Money, pundits say, is the gift that always fits. A crisp $20 bill is always appreciated. And you know it will get used!