Home / TECH / Target partners with Honeyfund to supplement cash gifts to its marriage registry

Target partners with Honeyfund to supplement cash gifts to its marriage registry


Chalk one up to the energy of media exposure. The group obliged for building Target’s online registry saw Honeyfund seem on “Shark Tank,” and suspicion it would be cold to confederate the honeymoon registry service into Target’s own. Today, that formation has left live opposite Target’s website, mobile web and in the dedicated Target registry app.

The tradesman tells TechCrunch that the decision to partner with Honeyfund has to do with it being an determined name in the benefaction registry business, and its recognition with today’s consumers.

Founded back in 2006, the online registry lets friends and family give the marrying couple cash-based gifts – like supports for travel, for honeymoon-related outings and activities, for a down remuneration on a house, or anything else they like.

With the Target partnership and newly launched Honeyfund integration, couples can now register for all they wish – including both earthy gifts and cash gifts – from a singular destination. In theory, this could help Target keep business who may have differently opted to go non-traditional – but increasingly some-more renouned – cash benefaction track alone. It could also benefaction a plea to rival benefaction registry services from startups, like Zola.

Target says its understanding with Honeyfund is only a partnership – no income is exchanging hands, nor does this consecrate a financial investment on the retailer’s part. However, it’s not the first time that Target has leveraged third-party record to raise its consumer-facing products. For example, the company last tumble combined Pinterest’s visible hunt apparatus to its website and mobile app.

That visible hunt underline currently can suggest products to supplement to a registry formed on a photo snapped from a smartphone. This works opposite registries, including baby, anniversary, marriage and others.

The Honeyfund integration, on the other hand, is only accessible within the Target marriage registry itself.

“Wedding registry expectations have changed over time,” pronounced Dawn Block, Target comparison clamp boss of digital, in a matter about the new partnership. “Guests are looking for a finish registry experience, including product and honeymoon options, and Target is the first tradesman to be means to offer all of this in one place on Target.com.”

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