Holiday gift guide email template
A gift guide email does the shopping homework for your customer. Instead of asking them to browse your whole store, you hand them a short list sorted by who they’re buying for or what they want to spend. Here are two fill-in-the-blank versions, subject lines, layout advice and a worked example.
Template A: the gift guide by price
Hi [First Name], Shopping for a lot of people on a real budget? We sorted our favorites by price, so you can find the right gift quickly. Under $[amount 1] [Product]: [one line on why it makes a good gift] [price] [Product]: [one line] [price] Under $[amount 2] [Product]: [one line] [price] [Product]: [one line] [price] Worth the splurge [Product]: [one line] [price] [See the full gift guide -> link] Order by [day, date] for [delivery or pickup promise]. Need it sooner? [Gift card / local pickup option]. Happy gifting, [Your name], [Shop Name]
Template B: the gift guide by recipient
Hi [First Name], Stuck on what to get? Start with who it’s for. For [recipient 1, e.g. the host] [Product]: [one line] [price] [Product]: [one line] [price] For [recipient 2, e.g. the coworker] [Product]: [one line] [price] [Product]: [one line] [price] For [recipient 3, e.g. the person who has everything] [Product]: [one line] [price] [Browse the whole guide -> link] Last day to order for Christmas delivery: [day, date, time and time zone]. Thank you, [Shop Name]
Layout advice
- Three to five groups, two to three products each. A long list sends people away.
- Put the price next to every product. A gift guide is a budgeting tool.
- One sentence per product on why it makes a good gift, not a feature list.
- One main button linking to a gift guide page or collection. Product links are fine, but don’t compete with it.
- Keep the deadline near the bottom, stated plainly, and only name items that are in stock.
- Check it on your phone before you send. Most holiday emails are opened on one.
More subject lines
- Our gift guide is here
- Gifts under $25 that don’t look like it
- Your shopping list, handled
- The most-gifted things in the shop
- For the person who says they don’t want anything
A worked example (invented shop)
Hi Sam, Shopping for a lot of people on a real budget? We sorted our favorites by price, so you can find the right gift quickly. Under $20 Hand-poured pine candle: smells like a cabin in the woods. $18 Linen tea towel set: a gift that actually gets used. $16 Under $40 Ceramic mug, speckled glaze: for the person who loves the first cup of coffee. $28 Wool pot holders, pair: bright, warm and made to last. $34 Worth the splurge Walnut serving board: the host gift people remember. $78 [See the full gift guide] Order by Monday, December 14 at 2 p.m. Eastern to ship for Christmas. Need it sooner? Pick up in the shop or send a gift card by email. Happy gifting, Jo, Juniper Lane Goods
Notice that the example has one button, prices on every line, and a real deadline with a time zone. Swap in your own products and you’re done.
For more December ideas, read Christmas email ideas for small shops, and don’t forget the last day to ship email. Our free email kit has a gift guide starter too.
Want to see this built from your own products?
Paste your store's address into our free mockup tool and get a Black Friday email made from your real products. No card needed.
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