Target, Honeyfund Create Wedding Experiences

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Target, Honeyfund Create Wedding Experiences

By Cyndi Loza - 02/22/2018

Target has teamed with crowdfunding site Honeyfund to add "experiences" to its wedding registry.

Shoppers can now add up to nine experiences — ranging from "wine tasting" to "honeymoon cruises" — to their wedding registries for friends and family to fund. Experiences can be redeemed through for cash (for a 2.8% fee and 30 cents per gift) or digital gift cards from companies like Delta, and Regal Cinemas.  

ABC's Shark Tank 2014 winner Honeyfund already lets its users link to other retailer registries. However, Target is the first retailer to embed Honeyfund into its registry.

“We got a call from Target’s head of registry a year and a half ago wanting to explore some options, and Target is one of the top five registries in the country,” Sara Margulis, Honeyfund chief executive officer, told the Star Tribune. “We saw it as an opportunity to expand the Honeyfund website, which we found really intriguing.”

Expectations for wedding registries have changed, said Dawn Block, Target senior vice president of digital, in a Feb. 12 A Bullseye View blog post announcing the partnership. “Guests are looking for a complete registry experience, including product and honeymoon options, and Target is the first retailer to be able to offer all of this in one place on,” she said. 

In another recent update, the retailer also updated its gift registry mobile application with Pinterest visual search technology. Users can now use the app to snap a photograph of a product to add the same or similar item to their registries.