The holiday shopping season is in full-swing and many D2C brands have preemptively launched curated collections/gift guides on their respective sites. While every brand covets a placement on an editorial gift guide, there is great value controlling the holiday-positioning of your products and how customers interact with your store by creating your own guide.
After my annual survey, I’ve observed the following categorization in gift guides:
Limited Edition/Seasonal Offerings- great way to create hype. Cosmetics companies usually do this every year with seasonal scents and palettes and have consequently developed cult followings.
Gender-Based (Gifts for Her/Him)
Price-Based (Gifts Under $100, Stocking Stuffers)
By Attribute- one of the most creative and successful gift categorizations
Gifts that Give Back (Philanthropic gifts)- Everlane
Gifts by Sensation (Cozy, Playful, Romantic)- LUSH
Gifts by Activity (Ski, Run, Hike)- REI
Gifts by Pattern- Rifle Paper Co.
Gift Sets/Bundles-pass along value to customers that buy a pre-arranged set (a 10-15% savings is standard).
Gift Cards- do not forget this option! It is great to feature e-cards for last minute shoppers.
Links to All of the Mentioned 2018 Guides:
MoMA (check out the Gift Finder)
Black Friday beckons. Make your site a resource for shoppers by using some creativity and categorizing your products in the gift-giving context.