Gift Guide for the Quick to Anger, the Reserved, or the Macho Man: How to Stay Different in a Sea of Gift Guides
There are people who will happily search for “Christmas gifts for men” or “Christmas gifts for Mom”, and there is nothing wrong with giving them exactly what they are looking for.
But when there are hundreds of similar gift guides competing for attention, it can also help to think beyond the usual.
For example, instead of only creating “10 Christmas Gifts for Men,” you could also create:
- One-time-use gifts
- Weird gifts
- Quirky gifts
- Gifts for the quick to anger
- Gifts for the ever-patient
- Gifts for the reserved
- Gifts for the macho man
- Vintage gifts
- Nostalgic gifts
- Gifts for the hard-to-shop-for
- Gifts for someone who takes their hobby too seriously
- Funny gifts
- Unexpected gifts
I still remember submitting some unusual gift suggestions to HuffPost until a couple of years ago. Their holiday gift guides were often quirky and unexpected, nothing like the usual predictable gift lists.
That was what made them interesting. You could discover something you hadn’t even thought of as a gift.
It reminded me that gift guides don’t have to be boring. Sometimes, an unusual theme or unexpected product can make a guide far more memorable.
You don’t have to choose between normal and unusual gift guides. Create both.
The traditional guide can capture people searching for straightforward gift ideas, while a more specific or humorous guide can attract people looking for something different.
The key is to give people more than one reason to discover your products.
And there are plenty of opportunities. In one reported year, more than 8,000 Christmas gift guides were published in the UK alone, featuring more than 29,000 products. Printed.com
You’re Not Too Early. You’re Not Too Late.
If you’re wondering whether it’s too early to start planning your holiday marketing, it’s not. And if you haven’t started yet, you’re not too late either.
Christmas is a big shopping season for businesses, and waiting until December can mean missing opportunities to reach customers, build awareness, and drive sales.
For me, Christmas shopping is never a last-minute affair. My list includes gifts for my little girl, my spouse, my brother, myself, and yes, even wine. So I start shopping early, which also means I start noticing holiday gift guides early.
A good gift guide makes shopping easier by bringing relevant products together based on the recipient, budget, or type of gift. For businesses, getting featured can put products in front of customers who are already looking for something to buy.
Here are 12 ways businesses can make the most of holiday gift guides, followed by a practical checklist to help you put your own gift guide together.
1. Create Your Own Holiday Gift Guide
You don’t have to wait for someone else to feature your products. Create your own gift guide.
Example: A home decor store
A home decor business could create “15 Christmas Gifts for Someone Who Loves Their Home”, featuring candles, cushions, photo frames, tableware, and other products.
It gives shoppers ideas while putting your own products right in front of them
2. Create Gift Guides for Different Budgets
Not everyone has the same Christmas shopping budget.
A gift guide divided by price can make the decision much easier.
Example: A jewelry business
The business could create:
- Christmas gifts under $25
- Christmas gifts under $50
- Christmas gifts under $100
- Special gifts over $100
Someone with a specific budget can immediately find suitable options.
3. Create Gift Guides for Different People
One of the easiest ways to make a gift guide useful is to organize it around the person receiving the gift.
Example: A bookstore
A bookstore could create:
- Christmas gifts for book lovers
- Gifts for your spouse
- Gifts for parents
- Gifts for teenagers
- Gifts for someone who loves mystery novels
This is much more useful than simply listing 20 books.
4. Make a Gift Guide for the Person Who Has Everything
We all know someone who seems to have everything already.
That can actually become a great content opportunity.
Example: A gourmet food company
A gourmet food business could create “10 Christmas Gifts for Someone Who Has Everything.”
It could feature specialty chocolates, coffee, sauces, cheese, gift baskets, or other products that people may not normally buy for themselves.
5. Make the Gift Guide Easy to Shop
A gift guide should not make customers work harder.
Example: An electronics store
Instead of simply listing products, an electronics retailer could organize its guide into:
For the traveler: Noise-canceling headphones
For the homebody: Smart speaker
For the fitness enthusiast: Smartwatch
For the content creator: Wireless microphone
Each recommendation can link directly to the product page.
6. Don’t Forget Last-Minute Shoppers
Even people who start early can leave a few gifts until the last minute.
Example: An online gift store
The business could create a “Last-Minute Christmas Gifts” section featuring products that are available for quick delivery or digital delivery.
This can be particularly useful in the final days before Christmas.
7. Include Experiences, Not Just Products
A holiday gift doesn’t always have to be something that comes in a box.
Example: A spa
A spa could create a gift guide featuring different experiences:
- Couples’ spa day
- Massage package
- Facial treatment
- Wellness package
- Gift voucher
This gives customers an alternative when they don’t want to buy another physical item.
8. Create a Gift Guide Around a Hobby
People often enjoy receiving gifts connected to something they love doing.
Example: A photography store
A photography retailer could create:
“Christmas Gifts for Photography Lovers.”
The guide could include camera bags, tripods, memory cards, lenses, cleaning kits, and photography books.
This also allows the business to target people who may not know exactly what product to buy.
9. Make a Gift Guide for Different Age Groups
Age can be another useful way to organize gift ideas.
Example: A toy store
A toy business could create separate sections for:
- Gifts for toddlers
- Gifts for kids aged 5 to 8
- Gifts for tweens
- Gifts for teenagers
Parents often appreciate this type of guidance because they can quickly narrow down their options.
Parents often appreciate this type of guidance because they can quickly narrow down their options.
10. Pitch Your Products to Other Gift Guides
Businesses shouldn’t only create their own gift guides. They can also try to get featured in gift guides created by publishers, bloggers, magazines, and influencers.
Example: A handmade candle business
A candle company could reach out to lifestyle bloggers who publish annual Christmas gift guides and pitch a few of its products for consideration.
The important thing is to find guides that are actually relevant to the product and audience.
11. Don’t Forget Local Gift Guides
Small businesses can benefit from local gift guides too.
Example: A local bakery
A bakery could approach local newspapers, lifestyle websites, bloggers, and community publications that publish “Best Christmas Gifts From Local Businesses” articles.
This can help the bakery reach nearby customers who specifically want to shop locally
12. Make Your Gift Guide Personal
The best gift guides don’t always feel like advertisements.
Example: A personal blog
A blogger could create:
“The Christmas Gifts I Would Actually Buy for My Family.”
Instead of simply listing products, they could explain why they chose each one and who they think would enjoy it.
That personal recommendation can make the guide much more engaging.
Holiday Gift Guide Checklist
Ready to create your holiday gift guide? Use this checklist to make sure you’ve covered the important pieces, from choosing your audience and theme to promoting the guide and tracking its performance.
Final Thoughts
A good holiday gift guide is more than a list of products.
It helps someone answer a very common Christmas question:
“What am I going to buy for this person?”
For businesses, that creates an opportunity to become part of the customer’s decision-making process.
Whether you create your own gift guide, pitch your products to someone else’s guide, or build guides around different budgets, people, hobbies, and interests, the goal should remain the same: make Christmas shopping a little easier.
And if your product happens to be the one they choose, even better.
