skip navigation
skip mega-menu

The global gift market is worth a huge $62 billion, with a steady annual growth rate of 2%.

The vast majority of these gifts are purchased between November and December, proving just how important this time of year is for retailers.

According to Shopify, holiday season sales should account for at least a quarter, or in some cases more than a third, of your annual sales. 

Given that many shoppers struggle with choosing the right gifts, segmenting products into well-defined categories can offer a much-needed solution to many of your customers.

Whether you opt for a landing page, a blog post, or an email campaign, the creation of a holiday gift guide has the ability to captivate your intended audience and those seeking gifts for them.

In this blog, we are going to delve into the process of creating gift guides, the benefits they can bring, and strategies for effectively marketing them this season.

What Is a Gift Guide?

A gift guide is a carefully curated collection of product recommendations designed to help shoppers find the perfect presents for specific people. These guides are typically organised by themes, recipients, or price ranges, making it easier to find the perfect gift.

In recent years, these guides have proven to be a valuable resource for those seeking inspiration and ideas. One study found that emails featuring gift guides generated a 48% increase in orders compared to other types of email campaigns.

How to Make a Gift Guide:

Determine Your Audience

Before you start to make your gift guide, you need to identify your exact target audience. Consider their demographics, interests, and preferences. Knowing your consumer is key, so the more specific, the better. If we look at this guide created by Look Fantastic, the writer has gathered eco-friendly beauty products, targeting those who want to opt for a “greener” Christmas.

Categorise Your Recommendations:

Organise your gift guide into categories to make it user-friendly. This is especially helpful if you’ve got a “gifts” landing page on-site. Here’s an example from The White Company, which organises each guide by recipients and budget. By listing gifts under £30, under £50, or whatever value makes the most sense for your business, you can help shoppers manage their budgets and spend less time calculating costs. This will speed up the overall buying decision, resulting in a smooth user journey.

Way to categorise your recommendations:

  • Gender (Gifts for Him/Her)
  • Price point (Gifts under £20/£50/£100)
  • Relationship types (Best Gifts for Mums/Dads/Teachers)
  • Interests (Best Gifts for Self–Care Lovers/Foodies, etc)
  • Age/generation (Best Gifts for GenZ)

Write Engaging Descriptions:

Never underestimate the power of good copy. We recommend adding some engaging and informative descriptions for each product, highlighting the key features, benefits, and reasons why it makes a great gift. Don’t forget to also include pricing information and shoppable links.

Create Visually Appealing Content:

When it comes to online shopping, visual content is essential for capturing readers' attention and giving them a better understanding of the items. Even if you aren’t able to write long descriptions, at least make sure you are using high-quality images that show off your products.

Provide Gifting Ideas and Tips:

If you want to go that step further, we recommend offering gifting tips throughout your guide. Suggest thoughtful pairings, ways to personalise the gifts, and advice on selecting the perfect present for particular people.

How to Market Your Christmas Gift Guide:

To market your Christmas gift guides, we suggest employing a multi-channel approach. Take a look at some of the suggestions below:

Email Marketing

Incorporate key elements of your gift guides into segmented email campaigns. These will speak directly to your existing audience, making them more likely to convert. You may also want to include exclusive deals or promotions to incentivise conversions.

Google Ads

Run paid advertising campaigns on Google Ads to target users actively searching for holiday gift ideas. Use relevant keywords and compelling ad copy to capture the attention of potential shoppers.


If you don’t have a big digital marketing budget, we strongly suggest writing blog posts around your Christmas gift guides. Optimise these posts for SEO to attract organic traffic from search engines. To maximise visibility, you can then share these on social media and via email.

Subscribe to our newsletter

Sign up here