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Hey all,
You can offer someone 30% off and still leave them wondering, “Would my dad actually use this?”
A bigger discount won’t answer that question.
Before you give up more margin, help gift buyers decide whether your product is the right gift.
In our holiday webinar, Eric, our head of strategy, walks through how to help gift buyers choose without relying on steep discounts.
Here are three ways to put that into practice.
In less than 3 minutes, learn:
Q4 traffic is too expensive to waste.
Maximize conversions from every site visitor. We will review your storefront by traffic source, then present a playbook for what to fix now, what to test before Q4, and what to push live during holiday sales.
🎯 WEEKLY INSIGHT
Win gift buyers with help choosing, not just a bigger discount.
Someone buying for themselves may already know which product they want.
A gift buyer might know only that their dad loves coffee. Now they’re trying to choose beans, decide what goes with them, and get everything delivered before his visit.
Your storefront can help them finish that decision without making a deeper discount the main reason to buy.
1. Help them choose a gift the recipient will enjoy
A five-star review about someone’s daily coffee routine tells you the product is good. A review describing how much their dad enjoyed receiving it helps answer a different question: “Would this make a good gift?”
Bring a genuine gifting review beside the price and purchase options, where shoppers are making that decision.
Use the nearby product copy to help them judge the fit, too. For a coffee gift, describe the flavors and brewing methods it suits instead of assuming the buyer knows the difference between the options.
2. Show them what belongs together
Don’t make someone who knows little about coffee build a coffee lover’s gift from scratch.
Offer a curated set, show exactly what’s included, and make the packaging visible so they know what they’ll be giving.
The curation is part of the value. You’ve chosen products that work together and saved the buyer from guessing.
If they’re buying a standalone product, a relevant cart add-on can do the same job. For a coffee gift, an extra mug can help complete the set.
Make that addition possible inside the cart without sending shoppers to another page to choose options.
3. Tell them whether it will arrive for their occasion
The deadline isn’t always Christmas. It could be a family visit or an office gift exchange two weeks earlier.
“Ships in 2–3 days” still leaves the shopper working out whether the gift will arrive in time.
Show a delivery estimate and a clear order cutoff on the product page, then keep that information visible in the cart. Base the promise on what you can actually fulfill.
Put this ahead of another promotional message. If the gift won’t arrive in time, the discount is beside the point.
✨ Takeaway: Before offering gift buyers a bigger discount, help them choose the right gift, complete it, and get it there on time. A lower price doesn’t resolve those decisions.
📹 QUICK TAKE
Set the threshold too high and shoppers may ignore it; set it too low and the offer can eat into margin.
Eric explains how to test the threshold through a cart progress bar instead of assuming a higher cart value settles the decision.
🗞️ NEWS HIGHLIGHT
What changed: Google launched Universal Cart in the U.S., letting shoppers save products from multiple retailers across Search and Gemini. At participating stores, including Shopify merchants, shoppers can pay through Google Pay or transfer items to the merchant’s website to finish checkout.
Why it matters: Shoppers can build their buying shortlist before visiting your storefront. Accurate product pricing and availability—and a smooth transition into your cart—become important parts of winning that purchase.
| THE COMMERCE LAB: RETENTION |
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👊 STOUT SUCCESS
How OLIPOP identified its biggest conversion opportunities
🤝 WORK WITH OUR TEAM
How can we help you?Choose the next step that best fits what your team needs.
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Until next time,
Allen