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The holiday season is a looming reminder of the toll the economic downturn has taken on the population. In an effort to continue to free consumers from the financial stress of holiday gifting, today announced the return of "Feed It Forward," the holiday giving initiative that celebrates the gift of giving and enables participants to give away free, $10 Gift Certificates. Now until December 31st, individuals are able to give up to $16,000 in Gift Certificates, from a total pool of $40 million, to family, friends and anyone on their holiday wish list located anywhere in the country-for free.In its third year, the Feed It Forward initiative is built upon a single giving website,,stocked with a total of four million, $10 gift certificates totaling $40 million. The site will be live through midnight PST on Dec. 31 and allows individuals to go online to give gift certificates on a first come, first serve basis. Gift givers choose whom to give to and gift recipients then decide where to dine among more than 9,500 participating restaurants nationwide.To send free $10 Gift Certificates, gift givers visit the giving site and simply log into Facebook and/or, Gmail or Yahoo email account to select the people they wish to give to-as many as 40 people each day for the length of the initiative. Participants can also opt to type in email addresses manually. Gift certificates are then sent to the selected recipients via email along with a personal note from the giver. Recipients simply redeem the gift certificate through the Feed It Forward site, which directs individuals to a location search where they can find participating restaurants in their area. Once a specific restaurant gift certificate is selected, the recipient can print it immediately for use, bring it into the restaurant, and apply it towards the meal.