Facebook, as a way to remain relevant and continue collecting data, has launched the Facebook Card, which is essentially a reusable gift card that can hold balances at multiple different retailers. Facebook benefits from this by being able to collect real-world purchase information about users.
Instead of just featuring a single balance that can be deducted from at the different retailers, the card will store separate amounts for each location. For instance, you can have $10 at Target, $5 at Jamba Juice, and $25 at Olive Garden on the card at one time.
"We're starting this early rollout as another way for people to instantly send their friends gifts through Facebook," a company spokesperson told CNET. "Each gift is a set value at a particular retailer, chosen by the sender."
Currently, only Jamba Juice, Olive Garden, Sephora, and Target are supported by the card, though that will likely change fairly quickly. The Facebook Card is a natural extension to Facebook's whole Gifts product, which allows users to send friends and family real-world gifts on birthdays and other occasions, rather than just writing on their wall.