Opening up: The power of choice in holiday gifting

The holiday season is a time of joy, togetherness, and the spirit of giving. It's that magical time of the year when we show our appreciation for loved ones, colleagues, and clients by exchanging gifts. But, how do we ensure our gifts genuinely resonate with the recipients?

Enter the power of choice. Imagine a world where your loved ones, colleagues, and clients can choose their own holiday gifts, ensuring that the season of giving is not only memorable but also deeply personal. That’s what our innovative platform enables.

In our recent webinar hosted by &Open Co-Founder and Buying Director, Ciara Flood, and Head of Brand Partners, Ros Leach, we explored the concept of choice in holiday gifting. We delved into the "what," the "why," and the "how" of creating impactful holiday and end-of-year gifting campaigns that are as unique as the people you're celebrating.

This is our first webinar in our Opening up: Holiday edition series, where experts will give you all the tools and knowledge you need to craft amazing gifting campaigns for the holidays.

At the heart of this webinar is the concept of choice. Our innovative gifting platform redefines the art of giving by offering recipients the power of choice. The ability to select a gift that resonates with their values, preferences, and desires is so impactful. Whether it's a commitment to sustainability, supporting underrepresented communities, or simply choosing an experience over a physical item – the power of choice allows your gift recipients to select a gift they want every time.

During the webinar, Ros Leach explained the three critical principles for creating exceptional gifts:

The power of choice transforms the traditional approach to holiday gifting by offering recipients a trio of gift categories:

The power of choice isn't just a concept; it's the driving force behind a gifting revolution that puts recipients at the heart of the celebration. Let’s explore the real-world value of choice and its profound impact on gifting.

In one remarkable campaign to celebrate Spotify’s 2020 Wrapped, gift recipients were offered three distinct options: sustainably produced sweatpants, a Headspace subscription, or the opportunity to donate to select charities. The outcome was enlightening.

51% of recipients opted for the comfort of sweatpants. 18% opted for a subscription to the mindfulness and meditation app Headspace, and 31% donated to a cause. This campaign underscored the powerful allure of choice. It celebrated that choice adds a personal touch to gifting, making it a memorable and cherished experience.

In addition to Spotify's gifting success, we featured client gifting campaigns that embodied the art of tailored gifting to strengthen brand connections. These campaigns were not just about giving gifts but about creating unforgettable experiences.

Snap, known for its vibrant yellow colors, gifted the option of branded pickleball sets, beach towels, or a donation to UNICEF, to their top creators. This campaign showcased the value of brand alignment and the seamless integration of choice into the gifting process.

Etsy, the renowned online marketplace, expressed appreciation for its employees through a campaign celebrating craftsmanship. Handmade mugs and custom blankets featuring creators' artwork highlighted the company's values.

Airbnb, synonymous with memorable travel experiences, extended its hospitality to its host and guest community through a diverse range of gifts and experiences, including branded Airbnb playing cards, dog chew toys, Airbnb experiences, or an Aesop travel kit.

Choice was the common thread connecting these offerings, ensuring recipients received something tailored to their tastes. By giving recipients the freedom to choose, these brands conveyed that personal preferences matter.

Choosing &Open for holiday gifting campaigns creates unforgettable experiences for your recipients while giving them the power of choice.

As we navigate the holiday gifting landscape, let's remember that the real-world value of choice extends beyond tangible items. It's a way of saying, "Your preferences, values, and happiness matter." Embrace choice this gifting season, and craft heartfelt, personalized gifts that leave a lasting impression.

Unlock the potential of the power of choice in your gifting journey. Explore our insightful webinar's on-demand recording to discover how choice can transform your holiday gifting experiences.