A social networking system predicts a life event (e.g., birthday, change in marital status, relationship status, etc.) for a target user based on information associated with the user. The social networking system identifies gift suggestions to provide to one or more friends of the user based on the predicted event. A gift suggestion may include an invitation to purchase or send an item, voucher, or other gift to the target user, wherein the gift may be determined based on information about the target user's interests obtained by the social networking system. The social networking system sends a gift suggestion to one or more friends of the target user, where the gift suggestion identifies the predicted life event and provides the gift suggestion to the target user's friend. The advertisement may require action by multiple of the target user's friends before the gift is sent to the target user.