Facebook Jumps Into The Gift Card Market With Facebook Cards

By Justin Lafferty 

Facebook made a serious entry into the social gifting fray with Facebook Gifts last year, and now it’s looking to go deeper into the market. The company Thursday announced the Facebook Card, a plastic gift card that hold all electronic gift cards users have received through the social network. This will roll out gradually to U.S. users.

When users want to give friends give gift cards through Facebook to retailers such as Target, Sephora, or Jamba Juice, they can pick the store and the amount, and their friends will receive a Facebook gift card in the mail a few days later. With these cards, the friends can then shop at the stores the users have chosen.

The cards also allow people to keep track of the gift card amounts given through Facebook via the mobile application, which shows a spending history:

The launch of Facebook Cards is another way that the company is trying to push gifting through the social network. During the social network’s fourth-quarter earnings call Wednesday, Chief Financial Officer David Ebersman talked about how the company hadn’t really received much in the way of revenue from the Gifts program:

In terms of non-games payments revenue, while we remain excited about the long-term potential of commerce on Facebook, current revenue from user promoted posts and Gifts is very small, and we expect 2013 contributions from these initiatives to remain very small given current run rates.

Readers: Would you be interested in a Facebook gift card?

Images courtesy of Facebook.