The Holiday Gift Guide Guide with Lauren Stefaniak Smith & Kimmy Snow

The E-commerce Content Creation Podcast

Summary

We are in the holiday season where no matter where you go, you cannot avoid retailers letting you know what your friends and family probably want for their holiday gifts. Here on this podcast we aren’t doing a gift guide per se, but in this episode Lauren Stefaniak Smith and Kimmy Snow share with Daniel what they think makes a GREAT gift guide.

Key Takeaways

• Determining assortment
  • Assess whether your brand / product line / ethos lends itself to something giftable (and don’t force it if not)
    • Makes me think about the VS product line of bras/panties v. sleepwear items like packaged PJs, robes & slippers, beauty giftsets
    • Gifting isn’t really a time to push a new product; it’s more a time to push your best sellers; either as single items or packaged as a gift set
  • Crafting a story through product is inauthentic & irrelevant – customers often shop for 1 gift item & this is not about building a cart
  • Assort into items that are truly giftable
    • Whimsical / aspirational: items the receiver would not buy for themselves; often expensive & luxurious
    • Thoughtful: often sentimental or personalized; typically are not quick purchases and require longer lead times
    • Practical: often the easiest and most accessible; tend to be less expensive
    • GIFT CARDS, you cannot go wrong with a gift card
  • Think about building an array of products that span a wide price range
  • Buy deep
• Reuse of catalog imagery
  • Here’s where you tell a cohesive story
  • Would err on the side of reusing ecommerce product photography, but would use this moment to shoot a guide-specific editorial/emotional moment
• Gifts you’ve received that you love, or other great gift ideas
  • Artist watercolor painting of a wedding photo
  • Le Labo Discovery Set
  • Vinebox 12 Nights of Wine
  • Ember Mug
  • 3D printer pen

Discount Code

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Credits
Produced by: Creative Force - creativeforce.io
Edited by: Calvin Lanz Sound - clsound.net
Hosted by: Daniel Jester - danieltjester.com