Amy Lennox, CEO, on the new Ecommerce Guide to Gifting

Written by Marketing | Jun 18, 2026 3:53:09 PM

We caught up with Amy, our CEO, to talk about why we created the Ecommerce Guide to Gifting, what brands can learn from it, and why 2026 is the year to get serious about strategic gifting for revenue generation.

Amy, let's start with the obvious question: why create this guide now?

Because brands are leaving serious money on the table. Every year, I see businesses treat gifting like it's only relevant three times a year: Christmas, Valentine's Day, and Mother's or Father's Day. Done. Tick the box. Move on.

But that approach completely misses the bigger picture. The global gifting market is set to rise from $113 billion in 2023 to $301 billion by 2030.

Gifting isn't just about the standard calendar occasions. It's about how customers discover, experience, and share your products. It happens any time someone browses with another person in mind – which is all year round, for birthdays. Plus, it touches every single customer touchpoint, from clicking the buy button to sharing reviews on social.

So what's the core message of the guide?

You don't need to launch expensive new product lines to tap into gifting revenue. You don't need to overhaul your entire ecommerce offering. You just need to work smarter with what you already have.

Through strategic bundling, mystery boxes, limited editions, premium packaging, and personalisation, we see brands generate new revenue without the cost, risk, or lead time of developing new products. We've seen it work again and again with our clients.

Take Doritos. They created a Christmas bundle with an RRP that was 900% higher than the cost of goods, and it completely sold out. Or Glenmorangie, whose mystery box campaign launched at 10am and sold out by 2pm. These aren't flukes. They're the result of smart, strategic thinking.

What’s the part you think readers might be shocked by?

Honestly? How powerful the stats are around FOMO and personalisation.

When we were collating research from varios trusted sources for the guide, we included a stat that showed over 60% of people have made a purchase because of FOMO. And 40% of people admitted they spent more money than they intended to when a deal or product was marketed as 'limited' or 'trending'. That's huge.

On the personalisation side, the UK market is forecast to increase by $1.26 billion between 2024 and 2029. Plus, shoppers under 35 will spend £30 more per gift than those over 55 when it's personalised. That's not a nice-to-have. That's a core revenue driver.

What do you want brands to take away from this guide?

That there's opportunity sitting right in front of them. The warehouse stock they're sitting on, the products already in their catalogue, they're not problems. They're opportunities.

This guide uses our decades of experience and shows exactly how to unlock those wins without the usual constraints of time, budget, or product development cycles.