MADISON, Wis. -- A viral email spreading around the Internet has been raising concerns amongst shoppers set to hit stores during the holiday weekend.

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The anonymous e-mail of unknown origins warns a recipient against buying gift cards has been spreading like wildfire, but as with so many things, don't believe everything you read.

In the midst of the holiday cheer stores are hoping to spread this year, the shopping Grinch came by e-mail.

Madison resident Andrea Gevlinger said that she got the e-mail.

"With all that I've been hearing about the gift cards and some of the stores possibly closing, I'm like no, 'I'm not going to go that route,'" said Gevlinger.

Gevlinger said that she found an e-mail in her inbox that many have been seeing recently. The e-mail lists about 30 chain retailers that are allegedly closing, but still selling gift cards. The problem is the e-mail isn't entirely true, WISC-TV reported.

University of Wisconsin Professor Tom O'Guinn said that he thinks the e-mail could cause problems this shopping season.

"I think it's very plausible that people think, 'Gee, I shouldn't buy a gift card because maybe the store won't be around to honor it or they may just stop honoring it,'" said O'Guinn, who's executive director of the UW Center for Brand and Product Management. "It's not true, but there's the old saying perception is reality, so if I was a retailer, I'd be concerned."

Retailers clearly are worried about buyer confidence. Stores such as Ann Taylor, Talbots and Eddie Bauer have all sent e-mails and posted notices on their Web sites in an attempt to clear concerns about their financial stability and encouraging customers to continue purchasing gift cards.

Guinn said that he thinks the damage might be done.

"It will probably show up in measurable ways. They probably will lose some sales over it," said Guinn.

Officials with the state Department of Consumer Protection said that they're reminding the public that some companies like Circuit City are in bankruptcy, and they encourage consumers to check with the store if they have concerns.

Janet Jenkins, an administrator with WDATCP, said that despite the e-mail, shoppers might consider altering their holiday plans amid the tough economic times.

"Given the economy and that merchants are going in and out of business, particularly some very large entities, you may want to think about just giving plain old cash this Christmas instead of a gift card. It certainly is a lot safer," said Jenkins.

Some shoppers said that rumors or not, gift cards are too convenient to skip.

"I don't think people are going to avoid shopping altogether or avoid buying gift cards just because they are so easy," said Sean Hubbard, of Madison.

Some of the stores listed in the e-mail have closed some locations, but continue to open others in places they think will perform better, WISC-TV reported.

Myth-debunking Web site, Snopes.com, has looked at all the stores on the list here.

Stay tuned to WISC-TV and Channel 3000 for continuing coverage.