Two Customers, One Gift: Up to 60% Revenue Growth with Values-Led Gifting

Bounty VEGAH
Nov 9
2 min read

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.

Through careful targeting using HubSpot, GA4 and Looker, the M&S team were able to ‘close the loop’ and deliver a 60% YoY sales boost across multi-channel cohesion between their sales and marketing efforts.

Three gifter personas to design for

The Planner — researches from July, buys in Sept–Oct, wants certainty (delivery promises, swaps).
The Panicker — last-minute, wants speed (cut-offs, e-gifts).
The Pragmatist — wants risk removal (recipient exchanges, hidden prices, notes).

Messages that work for gifters

Be thoughtful (fast).

Headline: “Look like you planned this for weeks (we did the work).”
Proof: “Best picks by occasion, budget and personality—ready in 60 seconds.”

Reduce anxiety.

“Wrong size? They can swap—no awkwardness.”
“Prices hidden by default • Add a note • Choose delivery date.”

Helpful urgency.

“Order by 8pm for Thu delivery.”
“Missed the window? Instant e-gift in 2 minutes.”

Contextual social proof.

“Chosen by 12,000 gifters for birthdays this year.”
Show unboxing UGC (not just product reviews).

Your website checklist (copy-paste)

Nav: add Gifts.
PDP (above ‘Add to cart’): “Buying for someone else? Toggle Gift Mode to hide prices and add a note.”
Cart: show gift options and delivery promise before payment.
Cut-off bar: “Order by 6pm for delivery on Thu. Missed it? Send an e-gift.”
Occasion pages: “For new parents”, “Secret Santa under £20”, “Last-minute gifts”.
FAQ: exchanges for recipients, delivery cut-offs, gift card terms.
Accessibility: clear focus states on buttons; alt text; readable countdown.

Quick marketing channel templates

Paid/organic social

“Buying for them? Start here → 45-second Gift Finder.”
“Birthday Thursday? You’re in time if you order by 8pm.”

Search ad

Headline: “Gifts for runners under £50 | Free recipient swaps”
Sitelinks: Gift Finder • Gift Wrap • Delivery by [date] • E-gift now

Email (3-part gifter flow)

Finder: Subject: “Make them feel seen (45-second Gift Finder)”
Cut-off: Subject: “⏰ Order by [cut-off] for on-time unboxing”

Backup: Subject: “Missed it? Send an instant e-gift”

Simple 10-day plan

Day 1–2: Add Gifts nav; add Gift Mode on PDP & cart (hide prices, note, wrap).

Day 3–4: Publish 6 gift bundles + a simple Gift Finder.

Day 5: Add cut-off banner; enable “Send as a gift” at checkout (alt address/date).

Day 6–7: Launch gifter ads (Planner vs Last-minute) + update search sitelinks.

Day 8: Insert QR claim card in parcels (recipient perk + consent).

Day 9: Set up abandon-gift emails (quiz started / gift wrap added).

Day 10: QA on mobile; check tracking for the 5 metrics above.

Bottom line

Talk to gifters like they’re a different segment, because they are. Target these potential customers and you’ll win two customers from one purchase: the giver today, and the recipient tomorrow. And that’s how generosity compounds year after year.