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Short stories in particular would be ideal for this. 

This is one of the things I think could be a good outcome of Dean Wesley Smith's idea of book "gift cards." His press is working with Smashwords to sell individual books as physical cards in independent bookstores.  IMHO, this is an ideal replacement for the greeting card, especially since you still have a physical thing to give (and it can still have a "Happy Birthday" on it).

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