Mornings are getting colder, leaves are falling from the trees, and you can almost smell the pumpkin spice in the air…It’s official, fall is here. And for retailers that means one thing: gifting season.

Q4 is often called the “golden quarter” for good reason. Nearly a fifth of annual retail sales occur in November and December, as shoppers turn out in force to treat themselves and others during the holidays. 

But what makes this period unique is that it’s not only your core customer base you’re serving, because a whole new group of customers will be entering the picture en masse: gift givers and gift receivers. 

These audiences behave differently from your regular customers and require their own unique approach. And if you don’t speak directly to them and their needs, you risk leaving festive spending money on the table.

Want to learn how you can transform the gifting season from a one-off flashpoint into the beginning of a long-term relationship? This blog covers everything you need to know. 

Why target gift givers and receivers?

Targeting gift givers and receivers allows you to turn seasonal transactions into long-term growth opportunities.

Gift givers shop with a different mindset than your typical customer. Their goal is to find the right product for someone else, so they value convenience, guidance, and trust more than personal preference. They might not be drawn in by your loyalty program, but prove that you’re a reliable choice for any gifting occasion during the holidays and beyond, and you’re much more likely to tempt them back.

Gift receivers are also distinct. Some will encounter your brand for the first time when unwrapping a product, while others may have chosen the gift themselves after doing their own research. This creates two different opportunities: to introduce and win over new customers, or to reinforce and strengthen the relationship with existing ones.

By engaging both sides of the gifting equation, you can boost CLV, encourage repeat orders, and even acquire new customers organically. 

How to identify gift givers and receivers

Naturally, there’s no perfect way of identifying gift givers and receivers - many shoppers will make both personal and gift purchases from your brand. But ultimately, what matters most is being able to broadly segment out likely gifters and receivers so you can follow up with the right message. 

Even if your targeting isn’t perfect, it’s no huge deal (almost everyone buys gifts from time to time.)The key is to work with the signals you do have and use them to create a more personalized, relevant customer experience.

Use a digital gift receipt - powered by Slip

Think gift receipts are just a back-up plan, slipped into the greetings card in case the recipient wants to make a discreet return? Think again. 

Slip turns the humble digital receipt into a powerful marketing touchpoint, so every transaction becomes an opportunity to engage. And through a seamless integration with Ometria, those insights are ready to be actioned in your Black Friday marketing strategy and beyond.

Here’s how it works:

1. Customer receives Slip receipt: After purchase, the customer gets a Slip receipt that includes post-purchase content and the option to create a digital gift receipt.
2. Create a digital gift receipt: The customer adds the recipient’s details, chooses a delivery date, and writes a personalized message.
3. Recipient receives their receipt: The gift recipient gets a receipt (with prices removed), paired with a CTA - for example, to opt-in to the newsletter or browse the website.
4. Unlock new data insights: Gifted and giftee events are pushed to Ometria, unlocking a valuable new dataset: previously invisible gift recipients and engaged senders, both captured with consent. Retailers can now see who's gifting, who's receiving, and tailor journeys for each.

As a result, you can identify gift givers and receivers effortlessly, engage them from the very first touchpoint, and enhance your customer profiles with this rich data. 

Learn more about the Ometria partnership with Slip here.

Become a gifting detective

Slip isn’t the only way to spot gift activity. When it comes to gift givers, there are additional signals you can look for, such as:

• Orders that include a gift certificate or gift card sent to someone else
• Orders that include a gift message
• Orders that include gift wrapping or gift boxes 
• Orders that include personalization or engraving requests with initials that do not match the purchaser’s
• Shoppers who contact customer service for gift recommendations or advice

With a combination of these signs, you can start building out a comprehensive segment of likely gift givers.

Master the follow-up

You have your segments, now comes the fun part: creating compelling campaigns that turn one-time shoppers into long-term fans.

Before we get into specifics, here are some best practices to apply:

• Think multi-channel: Throughout peak season, shoppers will be bombarded by messages, so you need to be cutting through in the places that matter most. Make sure you’re creating these segments in as many channels as you can, from email to SMS, mobile push, direct mail, and beyond. 
• Shorten the gaps: With so many brands battling for attention during peak season, you need to strike while the iron is hot. Consider using shorter gaps between steps in your sequences to encourage quick action, before your customer disappears into the festive fog.
• Make it festive: Nothing kills the festive gift-giving vibe like a summer-themed email! Make sure to reflect the seasonal mood in your creative.

In need of inspiration? Check out the best Black Friday marketing campaigns of 2024.

How to engage with gift givers

Gift givers may be first-time shoppers discovering your brand for the sake of somebody else, or they could be existing customers sharing their love for your products. Whichever category they fall into, your goal is to make their experience effortless, reinforce the value of choosing your brand, and give them clear reasons to return for future gifts.

• Reward loyalty quickly: The holiday period is crowded and competitive. If you fail to capitalize on a buyer’s intent quickly, they’ll go elsewhere. Offer instant value such as a discount or free shipping on a second order within 30 days to secure repeat purchases before their attention drifts.
• Encourage repeat gifting: Many shoppers will be buying for multiple people during the holidays, so highlight other gift-worthy items, bundles, or flash deals to drive additional purchases. Beyond the holidays, remind them of other occasions like Valentine’s Day or Mother’s Day to tempt them back. You could even experiment with direct mail by sending a physical catalogue next time the holidays roll around.
• Educate and inspire: Make it as easy as possible for them to choose again, without the stress of browsing. Share curated gift guides and bestseller lists so they can buy for anyone on their list with confidence. Add key shipping dates and returns deadlines to further streamline their shopping experience.
• Highlight convenience: Emphasize services like easy returns, next-day delivery, and gift wrapping. A smooth experience increases the chance they come back when they need another gift.

The gift that keeps on giving

Gift givers and receivers can be lucrative segments when targeted correctly, particularly during the holidays when festive cheer (and spending) is at its highest. 

By engaging them thoughtfully, you can capitalize on the gifting mindset, stay top of mind for future occasions, and become part of the memories that make the season special, helping you to create deeper connections that last long after the holidays end.

Interested in how you can deliver stronger ROI this holiday season? Learn more about Slip here, or book a demo with one of the Ometria team to discuss the possibilities for your business.