Indeed, essential kit coupon for 1200 points is best value: there’s a 0.1229 dollars per point. However assuming Beginner Kit costs $9.99 and cupon costs 110 points then the coupon is 0.0899 dollars per point. $40 giftcard is worst option: 0.0816 dollars per point.
Calculations change depending on region due to differences in coupon point prices and item prices.