2020 has seen the growth of ecommerce explode, and the holiday shopping season will continue that trend. With the coronavirus still a major threat, more and more shoppers are planning to do their holiday shopping online this year.
As consumers have gotten used to buying more things via the internet, they have realized that the process is in many ways simpler and easier than going to a brick and mortar store. The expansion of grocery and takeout delivery services like Instacart and DoorDash have been perfectly timed to take advantage of the consumer’s desire to stay home. But not everything is easier when you are shopping online.
Curation is Key
When shoppers go to a mall with only a vague idea of what gifts they want to buy, they rely on the curation of the merchants to help cut through the options and surface great gift ideas. When shopping online, that curation is a lot harder to find, leading many publishers to fill the void with gift guides. Shoppers may search in google for “best gifts for toddlers” or “gifts for mom” to find the same curation that they used to find in stores.
Many publishers will be curating their own gift guides outside of Amazon, but you should also expect to see gift guides in the Amazon Onsite Program. While Amazon avoids articles that call out a particular holiday, they do render gift guides. Typically publishers start thinking about these articles in August, but because these articles are evergreen, they can be updated throughout the year with seasonally appropriate items.
The Editorial Recommendation keeps on giving
For the consumer who already knows what sort of gift they want to give, Editorial Recommendations help narrow down the choices in a category. Whether published yesterday or last year, these recommendations keep providing value to shoppers, publishers, sellers and Amazon itself.
Interested in getting into one of these Editorial Recommendations, either onsite or off? Send us an email at email@example.com.