Creating a Gift Guide for the Holidays

Did someone say HOLIDAYS?! Oh right, it was just us…and THOUSANDS of people searching for holiday content on search engines (and yes that includes Pinterest too). Consumers are reaching towards shared moments of joy and nostalgia in the midst of 2020 far earlier than usual. For many this is the Holiday period: Halloween, Thanksgiving, Hanukkah, Christmas…this entire quarter exemplifies joy for the masses….moreover opportunity for content creators. Long story short: your readers are acting now by creating lists, planning events and buying presents. If there’s a piece of content that’s worth prioritising now, it’s Gift Guides. SO let us give you the juice on creating a gift guide.

Creating the perfect gift guide: 4 top tips

They’re tailored

Consumers are purchasing presents based on emotion. They want to deliver joy, spark joy within themselves and provide some support at a time of difficulty. For this reason, ensuring your gift guides are tailored to your audiences most important friends and family is essential. Sentimental gift-giving focusses on buying gifts with a personality in mind.

Our advice: instead of creating a gift guide for your girlfriend – try to add a bit more personality. For example, “for your feminist friend” “for your fashionista friend” “for your artistic friend”….give the person an identity to make the sentimental value easier to establish for the reader. Start first by focussing on your target audience and establish who in their lives are most important. Your buyer personas will be key. Check out our guide on buyer personas to help you recalibrate your target audience.

The layout matters. Keep it simple!

As audiences are taking more time to buy the RIGHT present, it’s important to allow your readers pause to reflect on each product. We’re talking uncluttered layouts, white space around products and vital information per product. Collages are cute but make sure you’re giving each product it’s OWN time in the sun also within your article. Make sure to add a product image for each one also.

This not only allows your readers to reflect on each product but also allows for a longer time on page. A great thing for your engagement statistics. Here’s an example of a simple gift guide layout.

Purposeful products are a must

Reduced incomes and a greater push towards conscious consumption make product selections vital. Austentatious gifts aren’t the norm anymore unless there is a specific reason for the purchase. Make sure your products are accessible for your target audience and that you’re picking the right kind of retailers that match your values. If you discuss luxe often, then why not create a luxe gift edit so your audience can manage their shopping expectations before entering the content.

When it comes to apparel, keep on top of the latest trends by checking out data drops from Lyst. Focus also on few retailers per article to increase the likelihood of basket stuffing. The more your readers add to the same basket, the more likely they’ll convert on the purchase to inflate your commissions.

Pro tip: People like buying gifts that they can envision buying for themselves. Make sure that these gifts are fun and relatable to your target demographic too to increase purchase rate for themselves…or even inspiring your audience to share the list to THEIR friends and family for their own Santa’s wish list.

It speaks to multiple buying mindsets

One last tip to help your Gift Guide efforts…this one is more for the promotional activity: Be mindful of the different times when people buy gifts. You have your:

  • Type A: the early onset gift purchaser. Organised. Likes good value but also time to buy truly sentimental gifts. Spends time thinking about the asetethic of the wrapping, where the gift came from and if it will drive an emotional response. They begin purchasing Aug-Oct.
  • Type B: The archetypal holiday purchaser. Trigered by holiday advertising to begin their efforts. Ejoys the visual merchandising and holiday atmosphere. Enjoys gift buying and will buy something fun for their loved ones regardless of price. They begin purchasing Oct-Dec.
  • Type C: The last minute obligatory buyers. Those who buy out of necessity rather than sentiment. They focus on price, efficiency and speed to deliver. They begin purchasing Dec.

Your gift guides need to resonate with each holiday buyer persona. What changes? The promotional content on your social. Plan out in advance how you will position your gift guides and repromote them throughout the next few months to best speak to the different personas. The best gift guides require the least amount of content fiddling (bar updating products) in order to speak to different buying mindsets. It’s the contextualization which changes.

Need more Holiday content help? Check out our Holiday planning tips.


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