Seasonal Gifting Ideas

Ah, the potential. For your clients with propositions relevant to these events, and for publishing platforms with shoppable content.

Forever honing the formulas of cyclical content, we digital editors have witnessed an evolution of the gift guide, responding to data revealing how people search for recommendations. Now? Generic-themed inspo is out, and niche is in. Ergo, ‘Mother’s Day Gift Ideas’ mightn’t get as much traction as gifting product categories guides. (Flowers, fragrance, fizz hampers, luxury candles, afternoon tea deliveries, etc.).

I think it makes sense for PRs to target press around key shopping events in this way too. Often, when tasked with compiling specific guides we’ll use our inboxes like a search engine, mining for information on a topic. Usually, it’s the specific communications that stand out, rather than the catch-all gifting alerts.

Of course, I’m speaking simplistically here, and when it comes to online shopping content many other aspects are considered, such as SEO and affiliate opportunities – not to mention audience analytics. But my point is, more than ever, it pays to be specific.

With Google apparently processing over 8.5 billion searches per day(!) and journalists’ inboxes busier than Oxford Circus, really knowing and owning your point of difference is one way to cut through the crowds and the glut of choice out there.