Abstract: Embodiments of the present invention relate to event notifications on an end-user device of events that are important to a user of the device. The user is typically subscribed to a service that pulls events from a plurality of sources indicated by the user. The sources include a native address book on the device, a social network(s), a professional network(s), and/or another remote location(s) on the Internet. Around the occurrence of an event, the service allows for automatically generating an electronic wish and for purchasing a gift to be presented to one or more recipients associated with the event. The service can transmit the content in various forms and can include a monetizing scheme. The service is able to intelligently determine which events are important to the user such to alert the user of only those relevant events, and to intelligently select an appropriate channel for transmitting the content.