Many consumers are becoming less reactive in their gift purchases and more thoughtful about their purchasing behaviors. In fact, A Market report from 2025 He revealed that the act of giving seems to have become more conscious in recent years.
This shift away from quick, transactional purchases may coincide with a growing interest in more personalized customer experiences. Here’s why: Purchasing gifts intentionally requires the customer to have more engagement with the brand and its products. In today’s market, this is usually done online. That’s why it may be increasingly important for e-commerce companies to rethink the way they display and explain their goods.
In other words, describing the basic features and benefits of the item may not be enough to encourage a customer to click the “Buy Now” button. Conversely, marketing teams may benefit from providing content that helps customers visualize the emotional impact a gift can have.
The emotional reaction is not limited to the recipient. The giver should ideally feel that their purchase was personally meaningful. This way, both parties (e.g., giver and recipient) are more likely to remember the gift exchange positively.
However, this begs the question: How can a company respond to the modern consumer’s desire to purchase gifts that can leave a lasting emotional impact? One answer is to put storytelling into practice.
How storytelling can build excitement and drive sales
Storytelling is one of the oldest and most common human practices. People love to share and hear stories, especially stories that make them feel more connected.
In marketing, storytelling can be used to effectively explain to a potential gift giver why a product is likely to produce a certain effect on the recipient. For example, A spoonful of comfort She makes it clear that her sponsorship offerings are positioned as more than just a simple transaction. Throughout the site, content and images are crafted to resonate with people who want to send hugs, support, love and kindness in the form of homemade food and relevant gifts. Once purchased, each box is assembled with the goal of creating a personalized experience for the recipient.
Want another use case for storytelling? A A gift shop that sells personalized items The website offers a wide range of personalized gifts designed for both individuals and families. For example, the store sells everything from personalized keychains and mugs to mouse pads and pet pillows. Although other sites certainly have similar products, this company aims to highlight the sentimental value of its merchandise. Additionally, many products are priced to be comparable to similar non-customized items. As a result, some customers may view personalized gifts as a more thoughtful alternative to purchasing something “off the shelf.”
Overall, incorporating an element of storytelling into every aspect of a brand’s customer experience promise can help attract buyers who want to make their gifts count. Once the gift is exchanged, the brand may receive an additional boost in the form of user-generated content (UGC) and reviews.
Why does user-generated content and positive reviews keep the memory of the purchase alive?
Positive user-generated content, or UGC, is often considered one of the most valuable forms of marketing. Whether it’s a video talking about a product on social media or an image shared with followers, unsolicited, unscripted user-generated content can help draw attention to a brand and its products.
Of course, user-generated content can be difficult to come by since it is usually produced randomly. But it’s worth encouraging and tracking because nearly eight in 10 consumers agree User-generated content influences what they buy connected. As an added benefit, user-generated content can help donors and recipients capture and preserve gift moments. Over time, those moments may appear in their feeds, allowing them to revisit meaningful gift-giving experiences.
Positive feedback can do the same thing. Many brands forget that reviewers can see the ratings they have provided. As they read past reviews, they may remember some of the feelings associated with giving or receiving. As a result, they may be more likely to recommend a brand or repurchase from a company that provides a memorable experience rather than a purely transactional experience.
It certainly may take more work to attract consumers who want thoughtful interactions with brands over gifts. However, updating brand content and expanding customization options may pay off over time through repeat business, continued user-generated content, and positive reviews.