A system and method for distributing mobile gift cards is described. One embodiment, a computer-server-based method, receives a selection of a merchant with which to associate a mobile gift card, receives an indication of a monetary amount for the mobile gift card, receives an electronic payment for the monetary amount, applies the monetary amount to the mobile gift card, associates the mobile gift card with a recipient's phone number, and transmits a notification of the mobile gift card to a mobile device associated with the recipient's phone number, the computer server acting as a server-side wallet for the mobile gift card, the mobile gift card being usable, through interaction with the computer server, by the recipient for the purchase of goods from the merchant associated with the mobile gift card.