If you have to go to gift card route, which is okay because I'm sure the people will prefer getting something better than nothing, try to suggest to them what you wish they would buy with the gift cards. That shows that you actually put some thought into it.
For example, one of the things that I got my brother is a Best Buy gift card because he's been waiting on the right price to buy a new "something terabyte" hard drive. I know he's been talking about it for a while, but I also know how picky he is, and that it'd be best for him to buy instead of me trying to buy it for him.
I got my sister and her fiancee some Liquid IV, and gift cards to TJ Maxx (specifying that I'd like them to buy things gym-related, because I know it will help keep them motivated about working out).
They can use the gift card on whatever they want, but me steering them in that direction let's them know that I was at least thinking about what I wanted for them. To avoid returns and stuff like that, it's better they buy it themselves, rather than me buying it for them.
*I didn't just buy gift cards, but I bought more gift cards this year, than I have in previous years.