Restaurant group Landry’s — parent company of chains including Claim Jumper, McCormick & Schmick, Morton’s, Rainforest Café, and Saltgrass — teamed up with Facebook gifting application eGifter to add the ability for groups of Facebook friends to contribute to gift cards.
Now that the Halloween costumes have been put away and all of the candy has been eaten, Thanksgiving is the next big holiday on tap, as well as the shopping frenzies that accompany the long weekend on Black Friday and Cyber Monday. How should brands on Facebook be preparing for the holiday?
With Facebook’s conversion of its Gifts offering to all-digital and elimination of physical gifts, announced last month, the social network unveiled a redesign of both the Gifts page and the pages for individual partners.
One of the main reasons behind the explosion of the gift-card industry is how easy it makes the process from both ends: The gift giver avoids the process of traveling to stores, choosing gifts, transporting them, wrapping them, and making sure they get to recipients; recipients, in turn, can choose exactly what they want to spend the amount of the card on, and they are spared the hassle of returning unwanted gifts. Logistical reasons also fueled Facebook’s decision to scrap physical gifts from its Gifts offering and shift its focus to its own gift card, the Facebook Card.
Internet commerce giant Amazon integrated its Friends & Family Gifting feature with Facebook last December, and it added a new twist Tuesday in the ability to create and send group gift cards to Facebook friends.
A series-B funding round totaling $15 million? That’s a Wrapp for the social gift card provider, which announced the closing of the funding round Thursday.
Boomerang, which allows users to give gifts to their Facebook friends, announced Monday that 1 million gifts have been claimed on the platform. Three-quarters of the gifts were distributed through Boomerang’s brand offerings, which are free, nominal-value gift cards from major and small brands.