ClickZ Gifting Newsletter - 11.28.2024

PLUS: How TikTok Shop is shaping purchase decisions with unboxings and reviews

Author

Priscilla Soedarpo
November 28, 2024 • Estimated Reading Time: 8 minutes

Welcome to ClickZ Gifting, your essential newsletter for gifting e-commerce professionals. This Thanksgiving, with Black Friday just hours away, we’re here to help your campaigns sparkle and your sales shine!

Here’s what’s shaping the gifting landscape:

🎁 TikTok’s Holiday Influence: Over half of users find gift ideas on TikTok, driving purchases with unboxings and reviews.
🌱 Eco-Friendly Gifts: Personalized gifts market to grow by $14.98B by 2028, fueled by sustainable innovations.
🛍️ Retail Insights: Dallas Home & Gift Market (Jan 2025) highlights new trends and networking opportunities.
💄 Beauty Gifts Boom: Prestige beauty sales up 7%, with Gen Alpha and social media leading the charge.
🏆 Gift of the Year 2025: Final call for entries by Nov 30—don’t miss out on this recognition opportunity!

Guest At the Table 🍴

Black Friday is here, and for many brands, the hard work is done—you’ve set the stage and prepared for the biggest shopping event of the year. But as I’ve seen time and time again, the brands that succeed now are the ones that obsess over the right metrics and adapt quickly to what’s happening in real time. Here are two key areas I believe every marketer should focus on to maximize success this Black Friday:

1️⃣ Benchmarking

Benchmarks are your compass. They don’t just show how well campaigns are performing—they reveal opportunities to improve as the data rolls in. From CPMs to order volumes, understanding how your results stack up against industry benchmarks will help you refine your approach and stay competitive.

Looking ahead to 2025? Post-BFCM benchmarking will be invaluable, and Fospha’s next report will include fresh data to help you plan for the future. Follow us to make sure you don’t miss it. 📊

2️⃣ Measurement

Still relying on Last Click attribution? It’s holding you back. At the most competitive time of year, top brands are using advanced measurement tools to stay ahead of the curve. Fospha gives you a clear, cross-channel view of YoY performance, enabling you to act on the right signals—not misleading ones.

The insights you gather now can set you up for a strong 2025. If you’re ready to take your measurement strategy to the next level, there’s no better time to start than today.

🌟 Let’s make this Black Friday your most successful yet!

Harvest Highlights 🥕

TikTok

TikTok's growing influence on holiday shopping habits is undeniable, as revealed by a recent survey conducted by marketing agency MGH. The survey highlights TikTok's role in shaping consumer behavior, with over half of respondents discovering holiday gift ideas through the platform. This trend underscores the importance of strategic in-app content, as 39% of users actively search TikTok for gift inspiration. The platform's diverse appeal is evident, with users exploring categories ranging from tech gadgets to DIY gifts.

The survey also sheds light on TikTok's ecommerce potential. Nearly half of the respondents have made purchases for themselves via TikTok Shop, while 37% bought gifts for others. This indicates a significant shift in consumer purchasing behavior, driven by engaging content such as unboxings and user reviews. These elements are crucial, with 69% of respondents emphasizing their importance in purchase decisions.

TikTok's ambitious goal to expand its U.S. Shop business to $17.5 billion by 2024 is supported by exclusive deals and celebrity-led shopping experiences. This strategy aims to enhance its livestream shopping initiatives, positioning TikTok as a formidable player in the ecommerce landscape. As the platform continues to innovate, its impact on holiday shopping and beyond is poised to grow, reflecting broader trends in digital consumer engagement.

Etsy

The personalized gifts market is projected to grow by USD 14.98 billion from 2024-2028, driven by innovations like eco-friendly products and 3D printing. Despite challenges like seasonal demand and trade tensions, the market thrives with diverse offerings for various demographics, supported by digital platforms and social media influencers.

The Dallas Total Home & Gift Market, January 8-14, 2025, will showcase new products, expanded showrooms, and networking events. Highlights include expert-led seminars, the debut of the Textile Salon, and the prestigious ARTS Awards. This event fosters community and growth for retailers and designers, offering insights into industry trends.

Nearly 30% of U.S. holiday shoppers plan to buy beauty products as gifts, with prestige beauty sales rising 7% this year. Gen Alpha's influence and social media drive this trend. Retailers like Amazon, Ulta, and Sephora are expanding to capture this growing market.

The Gift of the Year 2025 Awards, organized by the Giftware Association, closes entries on November 30. This prestigious event offers brands a chance to showcase products to industry leaders. Visit the official website to enter and gain recognition. Don't miss this opportunity to influence the future of retail.

Feast of Influence 🥧

Tara Jackson on LinkedIn: It’s one of best weeks of the year for so many #ecommerce brands but it does also mark one of the busiest periods of the year

Here are 3 key stats that we pulled from Black Friday last year: 

🤯 Record online spending: In 2023, U.S. consumers spent over $9 billion online on Black Friday alone

📲 Mobile shopping surge with over 50% of all Black Friday online sales in 2023 coming from mobile devices — the easiest way for people to shop these days 

📈 Growth in 'Buy Now, Pay Later' especially for larger purchases, showing that more shoppers are spreading the cost of their holiday spending.

Jake Abrams on LinkedIn: Harsh DTC growth truth

Optimizing your 7DC Meta CPA is only half the job.

- You need to build the ecosystem of people who know you
- You need to get tastemakers to hype you
- You need to seriously grow 1 organic channel
- You need answer every objection on your site
- You need to delight customers & get them to come back

STOP treating growth like a transactional sales funnel.
START building a brand that your audience knows, trusts, and loves.

James Gray on LinkedIn: The reactions to Jaguar and Spurs’ (expensive) rebrands this week been pretty negative…

Spurs removed the only title they've had and Jag, well, some commentary suggests they've essentially pivoted and become a new vegan cosmetics brand targeting Gen-Z... thoughts?

The Golden Gobbler 🍗

Retailers are adapting to a shorter holiday season by starting sales earlier, with major players like Amazon and Walmart leading the charge. Despite fewer days between Black Friday and Christmas, sales are expected to rise. Consumers are shopping both online and in stores, with economic factors influencing behavior.

Dynamic Search Ads remain crucial in Google Ads strategies, even with Performance Max campaigns. They offer targeted control over ad descriptions and website sections. Regular optimization and strategic setup uncover new keyword opportunities, enhancing main search campaigns. 

TikTok Shop is experiencing a record-breaking festive season in the UK, with trends in pre-loved luxury, beauty, fragrances, and appliances. LIVE shopping sessions and trending hashtags like #TikTokShopBlackFriday are driving engagement. The platform anticipates significant growth in advertising spend, enhancing its retail impact this Christmas.

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