How marketers can appeal to self-gifters

In our previous blog post on why we self-gift, we dove into the psychology and motivations behind indulging during peak shopping times.

Now, we’re breaking down how marketers can appeal to the self-gifters of the world – here are a few to get you started!

Launch campaigns to get data

Include self-gifting as one variant/option or as a central focus by speaking specifically to it.

Here at Third Wunder, we worked with Kérastase over the 2017 Holiday season to build a gifting diagnostic and help consumers find purchases for loved ones or for themselves. Importantly, the brand now has invaluable data so they can actually see who consumers were shopping for – insights that are hard to discern from standard analytical or eCommerce data. Now they know what percentage of holiday sales are for the buyers’ themselves!

Kerastase #MyHolidayHair 2017 Holiday Gifting Guide

Message across all platforms

Include messaging across your platforms at peak self-gifting times of the year like the holidays to account for this growing use case. Of course, this doesn’t mean you should exclude messaging to regular gifters but, at the very least, bear in mind shoppers may be looking for themselves as well. Imagery and copy that is purely gift-to-others focused may make them feel guiltier or less inclined to buy things for themselves than if you have some self-gifting prods.

By simply acknowledging this segment, you can often benefit from sales of actual gift AND self-gift purchasing which can help increase your average order values at key times of the year as consumers shop for loved ones and themselves simultaneously. For example, in 2013 one of J. Crew’s Home Page promo banners spoke directly and shamelessly to self-gifting impulses.

J.Crew Holiday Campaign — J.Crew in 2013’s campaign “Mine all Mine,” encouraged women to shop for themselves before spending on others “to make your holidays happier.”

Create empowering concepts

In the De Beers example below, they link right-hand rings, a relatively new concept of statement jewelry women have purchased for themselves and wear on their right hands so as not to be confused with an engagement ring.

This positioning connects the idea of a lavish jewelry purchase with status and self-empowerment.

De Beers 2003 Campaign — De Beers 2003 “Raise your Right Hand” campaign encouraged women to empower themselves by buying diamonds to express themselves.

Use your algorithms

By featuring suggested gifts for the person browsing, Sephora encourages the shopper to buy for themselves based on their purchasing history. They also have elements that suggest gifts for others, but the message is clear: while you’re here, why not indulge?

Offer deals and discounts like “Buy one get one,” “buy one get one half off,” cleverly named coupons like TREATYOURSELF25. This helps shoppers feel like they’re getting more value out of their order, whether they want to pick up more gifts for less, or a few self-gifts on the side for a bargain.

Dynamite BOGO Offer — Dynamite often features a BOGO deals during holiday seasons

Gifts with purchase

Gifts with purchase (GWPs) or Purchase with Purchases (PWPs) encourage shoppers to shift more of their holiday budget to your brand to hit a threshold to receive a free gift or PWP for themselves. They get a freebie or near-freebie while buying for someone else, everybody wins!

By having tiers of GWPs or PWPs, you can upsell further (e.g. a small free gift at $39 and a bigger free gift at $120 spent).

The Bay GWP — Hudson’s Bay caters to the high end self-gifter in the beauty section with an entire Gift with Purchase section.

Publish content about treating oneself

Whether your products relieve stress or you have a line of luxury splurge items, doing a guide or rundown of which items will most pamper, soothe or delight your customers, or just starting a conversation around this topic can help them get a headstart on their research or give them great ideas.

Free People blogged about complementary lifestyle ideas to help their customers relax without even mentioning any of their own products.

Work with influencers

On YouTube, Instagram and Snapchat, influencers often create content around which items are “splurge-worthy” or how to pamper oneself. By working with one or several strategic partners you can help get your line or product reviewed, demoed, or presented and shared with their audience. Bear in mind any sponsorship or PR products should be transparently mentioned.

Benefit from subscription boxes

High-end lifestyle subscription boxes like FabFitFun or BoxyCharm help subscribers discover new products through seasonal or monthly curation. This has become a new and fun way for customers to self-gift, as it truly is a surprise every time their box comes in the mail as they don’t know what to expect even though they signed up for the service.

Brands who partner with subscription boxes can get valuable exposure to a network of predisposed self-gifters who are looking to discover great new products and experiences.