A well-done recap isn’t about showing off your numbers. It’s about saying:“We noticed you. We appreciate you. We’re glad you’re here.”

You don’t have to be Patagonia. You just have to be the most truthful brand in your category. Start with one page, one ad, one email that’s more honest than anything your competitors are putting out this week.

Most brands assume their customer will always be the end user. During gifting season, your buyer is often not the user. Different needs. Different intent. Different objectives. Market to the gifter, win the giftee, and keep both.