I think the discount is only intended to be used by the person making the purchase if they are using it themselves.

It's possible it's a bug, but it may be hard to differentiate between an ESO+ recipient and a non ESO+ recipient and it gets worse if you gift to an ESO+ friend, they return it and you try to gift it again to a non ESO+. Probably too much effort to plan for that edge case so we have what we have.

Acrolas wrote: »

Note that it will not be possible to Gift an item acquired for free, purchased at a discount, or purchased exclusively due to your ESO Plus membership. However, you can still purchase items as Gifts at full price.
https://www.elderscrollsonline.com/en-us/news/post/54825

Thanks. I'd like a disclaimer in game, but tbh I'm not losing sleep over 100 crowns. My wife's happy with her new purple "jelly" xD

Vyvrhel wrote: »

If an item has normal discount, i.e. non ESO+, can it be bought and gifted at the discount price?

Yes. For example, when the Psijic Pig was recently discounted from 400 to 200 crowns, the gifting cost was 200 crowns.