Target Partners with Honeyfund for One-Stop Wedding Registry Shopping
A webpage promoting the Honeyfund additions to Target's registry system. ( Photo by Target)

Target Partners with Honeyfund for One-Stop Wedding Registry Shopping

Honeymoon experience gifts will appear alongside traditional Target gift items in registries and will be searchable in-store.

Through a newly minted partnership between Target and Honeyfund — a site where wedding guests can purchase honeymoon experiences as presents — a couple’s full gift wish list will be all in one place.
The agreement, announced in a press release Monday, involves embedding Honeyfund into Target’s own renowned wedding registry. This will allow gift-givers to go to a Target, pull up a registry and see the Target products on it, as well as the Honeyfund options. These choices include adventures like surf lessons or swimming with dolphins, as well as flights and fine dining experiences.  
Although Honeyfund has previously allowed couples to link their accounts to their normal wedding registry, Minneapolis-based Target will now be the first to have Honeyfund options displayed right on the in-store systems.
“Wedding registry expectations have changed over time,” said Dawn Block, Target senior vice president of digital, in a statement. “Guests are looking for a complete registry experience, including product and honeymoon options.”
Honeyfund co-founder Sara Margulis echoed the sentiment, stating that the company has learned that wedding guests love choices. Margulis expressed enthusiasm about working with Target to provide guests with all of their choices in the most convenient way.
“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,” Margulis told the Star Tribune. “We saw it as an opportunity to expand the Honeyfund website, which we found really intriguing.”
Honeyfund launched in 2006 and broke big in 2014 after nabbing an investment deal through ABC’s entrepreneurial-themed hit show Shark Tank.
The investment enabled growth in the form of an app, gift card service and partnerships linking the app to registries in top chains.
Honeyfund — which recently moved headquarters from California to Florida — boasts about 800,000 couples-as-customers to date, and has a sister site, Plumfund, for crowdfund-gifting other events, including baby showers and retirement. Honeyfund itself also deals in crowdfunding home down payments and charity gifts.
Meanwhile, the Honeyfund partnership isn’t Target’s only current initiative toward improving its registry component. The company also recently enhanced Target Registry app tools, as well as added visual search technology linked to Pinterest.
With this function, couples can take a picture of an item they like on Pinterest, the theme-based photo-sharing platform, and then Target’s app will find a store product that’s similar, and add it to the couples’ registries.