Just in time for the gift-giving season, Facebook has just made its new ecommerce platform, Facebook Gifts, available to everyone inside the United States.

“Starting today, Facebook Gifts is available to everyone in the U.S. With Gifts, you can instantly send your friends real gifts through Facebook. Select a gift from categories like Food & Drink, Home & Kitchen, Baby & Kids, and now Wine,” says Facebook.

Facebook Gifts had been in a soft launch period since the new initiative was announced back in late September. Throughout that period, Facebook slowly made Gifts available to more and more users – as they continued to add new retail partners and features.

With the U.S. launch today, users can give gifts from over 100 retail partners, as well as virtual subscriptions from Hulu, Pandora, Rdio, and more. Users can also give gifts to charity in their friends’ names, and the company just recently added iTunes gift cards to the product.

If you want to give a friend a gift from desktop or mobile, simply head to their Timeline and you’ll find the option next to the “post” and “photo” options. Facebook has also included the gift box logo inside birthday reminders (on both desktop and mobile) – for obvious reasons.