Facebook's newest e-commerce idea: A gift card users can buy for each other that can be spent at retailers and restaurants including Target, Jamba Juice and Olive Garden.

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

Facebook Inc. said Thursday that the reusable card will be available to U.S. users gradually.

To send gifts and gift cards, users can 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.