As the holiday season approaches, gift guides have become a ubiquitous presence on social media platforms, email newsletters, and blogs. From “Gift guide for the coolest girl you know” to “Gift guide for your whimsical friend,” these curated lists offer a plethora of gifting ideas for every type of person in your life.
In a recent survey conducted by creator marketing company Fohr, 93% of creators expressed their intention to create a gift guide this year. This surge in gift guide production can be attributed to the growing influence of algorithms on consumer behavior. With algorithms serving up hyper-specific micro-personas and niche lifestyle archetypes, choosing the perfect gift has transformed into a personalized and commodified experience.
While some individuals appreciate the convenience and inspiration provided by gift guides, others are more skeptical. Some view gift guides as overly commercialized and driven by sponsored content. The rise of platforms like Substack has also given voice to this skepticism, with some authors questioning the necessity of so many gift guides flooding the internet.
Amidst this abundance of gifting content, consumer confidence is waning, with sentiment in the US down nearly 30% year-on-year. As wallets tighten, there is a risk of overwhelming consumers with product-heavy recommendations. In response, shoppers are seeking more personalized and emotionally resonant gift ideas that go beyond material possessions.
In this evolving landscape of gift guides, it is essential for creators and retailers to strike a balance between commercial interests and genuine connection with their audience. By offering thoughtful and meaningful gift suggestions that resonate with the recipient’s personality and interests, gift guides can become a valuable resource for navigating the holiday season.
