BOSTON -- You might not expect gasoline to be a hot holiday gift, but the high prices at the pump are fueling a new trend.

NewsCenter 5's Janet Wu reported that more people are turning toward gasoline gift cards.

"Does everyone need a sweater or shirt? No. Gas, everyone needs -- at these prices," said Patrick Mosesso.

Prices are coming down a bit, but when you've got a gas-happy vehicle or you're a college student commuting from Boston to Worcester daily, a gas gift card is a good gift.

If you are among the few who haven't heard or seen the ads, you've probably driven by the billboards on your way to the gas station.

Mosesso said gasoline gift cards appeared on the scene about five years ago. Last year was the first time that he ran out of them during the holiday season. This year, he expects a 30 percent increase in sales.

"Last year, gasoline gift cards did not register in the top 10 categories. So this is new. This is fueled by this general culture of panic," professor Frederic Brunel said.

Researchers predict gift cards as a whole will be a $36 billion industry this year.

But when gasoline gift cards become a popular item, Brunel said it becomes a comment on our cultural status. He said we're crossing the line from extravagance to necessity.