For example, you could send an iTunes gift card with your personal recommendation as to what to download. They don't have to take your suggestion and can download whatever they want but this way, it's a little more personal.
In these days of social networking and the constant birthday reminders, etc., this isn't a bad way to take care of shopping for your friends. It's also a pretty good way to offer clients gifts in appreciation for their patronage, or even as a way to offer rewards for their loyalty to your networks. And for merchants, you can contact Apprema to make your gift cards or products available through Apprema - a good way to get your business active in the social networking world.