A year ago, they opened the Facebook Gift Shop where you could purchase actual items to send to your online friends. Birthday reminders came with a small push to gift but in the end less than 20% of users took advantage of the service.
People did use the gifting service to send digital gift cards to friends so Facebook is going to continue that part of the service.
The whole concept was an interesting experiment but this screengrab includes a clue to the future of the service. Digital gifts are listed under the heading “Instant Gratification” and that pretty much says it all.