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Facebook unwraps new gift cards to Target, others

NEW YORK — Facebook’s newest e-commerce idea: a gift card users can buy for each other that can be spent at retailers and restaurants like Target and Olive Garden.

The company is building on the gifts service it introduced last fall. It lets people send chocolate, flowers, and other real-life goods to their Facebook friends.

Facebook Inc. said Thursday that the reusable card will be rolled out gradually to US users. To send gifts and gift cards, users will be able to click on the ‘‘gifts’’ icon on their friends’ Facebook pages or alongside birthday notifications.

Gifts amounted to a tiny portion of Facebook’s revenue in the fourth quarter. The Menlo Park, Calif., company expects it to stay very small this year.