On birthdays you (usually) receive gifts. You can receive more gifts if you give out your birthday (and e-mail) to retail/food/beverage companies. These companies then send you gifts, discount codes, and coupons.
While there is no one service that aggragates gifts from everywhere (someone on the intertubes needs to get on that), the following companies are usually awesome with the giving of things:
Auntie Anne's Pretzels
Baskin-Robbins
Caribou Coffee
Coldstone Creamery
The Container Store
Panera
Starbucks
Most retail stores will send you discount codes around your birthday.
I know many people worry about spamming and the like, but I have never had a problem with dishing out my birthday and e-mail to these retailers.
If you like perks, giving out your birthday is a good way to get 'em.
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