Forget looking under the tree Christmas morning. Grab the smartphone and check the inbox for an e-gift card. Walmart this week promoted an offering of 19 customizable e-gift cards as a gift-giving solution that is sure to have appeal to those who wait until Santa is halfway down the chimney. The entire transaction is handled online, from the ordering of the card, to delivery in the recipient’s inbox through redemption, which is only valid for online purchases.

At first blush, an e-gift card may seem like the ultimate thoughtless and impersonal gift, but let’s not judge.