Shop.org asked consumers last year which services were most important for their holiday purchases, “gift idea center” ranked a 3 out of 5. Millennials were the one group to rank it higher (3.4), while consumers age 55 and older pegged it at 2.7.
Based on this data point – and in a world of priority juggling and limited budgets – it can be easy to dismiss gift idea centers or gift guides. In my opinion, this average ranking is based more on lackluster execution rather than potential. As...