Instead of just making a tag, why not make it clickable(something like pm but with fancy button) in which it'll bring up a "virtual store" where the sender can choose which gift/e-card to send to the b'day boy/girl.

Another thing i want to add is during the festival season like CNY, each forumer is added an icon(let's say mandarin orange) under their avatar and other forumer can click(once only) the plus sign (+) next to the icon to increase the number of mandarin orange that forumer received. After the season ends, the icon disappear.