SOURCE: Blackhawk Network

December 24, 2010 08:00 ET

Gift Card Mall™ Helps Facebook Users Change Their Gifting Habits

New Facebook Application Enables Consumers to Group Gift, Personalize and Send eGift Cards From Top Retailers to Friends and Family Through Their Social Network

PLEASANTON, CA--(Marketwire - December 24, 2010) - Blackhawk Network, creators of Gift Card Mall and GiftCardMall.com, today announced a new Facebook application helping consumers quickly and easily give gift cards almost instantly through Facebook. By introducing social network gifting options such as the eGift Card product on Facebook, Gift Card Mall now gives consumers even more options in the way they send and receive gifts.

Through the Group Gifting feature of the new Gift Card Mall Facebook application, Facebook friends are now able to contribute as a group for a single gift card, thereby increasing the value of the gift card for the recipient. A personalized message can also be added to a card. Additionally, the social networking gifting aspect enables Facebook users to remind others about friends' upcoming holidays and celebrations, further transforming the way people network and shop together.

"As gift cards continue to be one of the most popular gifts to give, we are continuing to introduce new gift card technology and products that enhance consumers' experiences when it comes to gift giving," said Talbott Roche, president, Blackhawk Network. "We've seen a rising demand from consumers to use online channels, such as our GiftCardMall.com, and social networks to send gifts, and it was an obvious choice to offer a seamless way for consumers to give gift cards from their favorite brands on Facebook. The Facebook application gives users the value and convenience they desire when sending and receiving gifts."

Facebook users can visit http://apps.facebook.com/giftcardmall and easily purchase a gift card from a selection of retailers to give to their Facebook friends and family. Popular brands such as Bass Pro Shops, Fandango, Forever 21, JCPenney, Sephora and The Home Depot are featured in the new Facebook eGift Card application, with more retailers expected to participate in 2011.

After purchase, the eGift Card is posted on the recipient's Facebook wall and a personalized confirmation and activation code is sent to their email address for added security. Recipients can print out their card to use as a payment method for in-store purchases or use the card number for online purchases, just as they would when using a credit card or any prepaid card to shop online. The Gift Card Mall Facebook application is limited to U.S. Facebook users.

For more information please visit http://apps.facebook.com/giftcardmall.

About Blackhawk Network
Blackhawk Network, a subsidiary of Safeway Inc., is a leading provider of prepaid and financial payments products for consumers and businesses. The company's Gift Card Mall™ offers the industry's most popular prepaid gift card and telecom products. Gift Card Mall reaches more than 165 million people each week through an exclusive network of leading grocery stores, big box, convenience, pharmacy, and specialty stores and is available through Internet retailers including GiftCardMall.com. Blackhawk Network's business solutions include reward and incentive programs that offer choice and flexibility through a wide array of card brands, custom designed Visa® prepaid cards and fulfillment options.

Headquartered in Pleasanton, California, Blackhawk Network Inc. has offices in the United States, Australia, Canada, France, Mexico and the United Kingdom. For more information about Blackhawk Network visit www.blackhawknetwork.com and www.giftcardmall.com

Follow us on Twitter http://twitter.com/GCMall and on Facebook: http://www.facebook.com/giftcardmall