The Gift of Guidance


Donna Fulmer

Holiday Gift Guides are a perfect way of making the shopping journey easy for your customers. Anything you can do to present gift ideas in an organized and simple-to-shop way is great. I’m seeing an array of  gift guides in emails this holiday season, and while those that segment products by gender and price point are helpful, a few that have gone a step further have caught my eye and made some retailers truly stand out from the rest:

Listrak client The Grommet started off the season early with this email that arrived before Halloween with the subject line Get inspired for the gift-giving season with The Grommet Gift Page:


The “Give Differently” theme is a wonderful way to introduce the unique way product offerings are organized. The Grommet then followed up with this email featuring popular products:

The 10 recommended gifts in this long, scrolling email from Sephora were nice, but it was the personalized header that really caught my attention:


And this creative email from Brit + Co, does a good job of trying to live up to its subject line, It’s Here: The Ultimate Holiday Gift Guide:

…and was followed up by an equally amusing White Elephant Gift Guide that features products that absurd, unexpected and even delightful, just as the copy promises:

Being amused is good enough for me now, since I have not yet begun shopping, but the Gift Guides that I know I will truly appreciate once I do begin frantically searching is those that present with me products based on what I’m looking for online and have purchased before.

Have you seen any interesting Gift Guides yet this season? 

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