Retailer Old Navy became the latest brand to try Twitter's Buy button, with a holiday promotion offering a limited-edition blanket.
On Tuesday, Old Navy will offer 100 limited-edition $15 blankets created by the Novogratz family from HGTV's Home by Novogratz. The blanket will be available in store on Dec. 3. The retailer is using Twitter to provide early access for Twitter followers.
As with other Buy button promotions, consumers who see the button can click and then enter credit card information to buy the item, (unless they've done so before.)
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Taylor Bux, Old Navy's director of digital and social, says the company is trying out the Buy button to see how it goes. "In general, we're exploring opportunities with social commerce," he says. "We're exploring lots of different opportunities.
Twitter introduced the Buy Now button (later shortened to Buy) in June. Twitter officially announced the button in September with offers from Burberry and The Home Depot to artists like Ryan Adams and Megadeth. Twitter partnered with Stripe, an online payments service, for the venture.
Last month, the button got its first holiday promotion, an offer for a $30 gift card for AMC Theaters.