Discover Financial Services, a business unit of Morgan Stanley, has launched a Web site that allows card holders to search for gifts based on the age, gender and interests of recipients.
The Discover Card Gift Finder enables cardmembers to screen for appropriate gifts and receive merchant offers, in addition to earning bonus rewards.
The site asks cardmembers to detail the age, sex and interests of the recipient and then trawls through partner merchant sites for appropriate gift ideas.
Ashoke Dutt, executive vice president, Discover Financial Services, says: "The broad depth and range of gift items combined with the gift finder feature makes it extremely easy for cardmembers to take advantage of special offers while finding the perfect gifts."