In the United States, gift cards are highly popular, ranking in 2006 as the second-most given gift by consumers, the most-wanted gift by women, and the third-most wanted by males.[citation needed] Gift cards have become increasingly popular as they relieve the donor of selecting a specific gift.[2] In 2012, nearly 50% of all US consumers claimed to have purchased a gift card as a present during the holiday season.[3] In Canada, $1.8 billion was spent on gift cards, and in the UK it is estimated to have reached £3 billion in 2009,[needs update] whereas in the United States about US$80 billion was paid for gift cards in 2006.[4][5] The recipient of a gift card can use it at their discretion within the restrictions set by the issue, for example as to validity period and businesses that accept a particular card.