Bridal Shower Etiquette

I recently received an invitation to a bridal shower. It requests the giving of money or giftcards. It even goes on to name the certain stores the bride prefers. Is this proper? I got the impression that the guests were being asked in a roundabout way to help pay for the wedding. Isn`t this impersonal? It takes the thought out of the gift. I understand having a money purse at the reception but part of a bridal shower is watching the bride to be open her gifts. Just wondering?