The Wrap Up | Retail Meets Crypto As Giftcards.com Adds Bitcoin

The Wrap Up

Here's what's happening this week in the world of gifting and DTC ecommerce:
- Bitcoin gift card goes live on Giftcards.com, widening crypto access.
- GQ’s 2025 Edit: Best Gifts for Men That Actually Sell
- What Makes a Wedding Gift Truly Memorable?
- Mooncake brands lean on preorders, premium packaging, timed delivery.

⏱️ Why Your Attribution Model Might Be Leading You Astray

At eTail Boston 2025, Fospha’s Chief Product Officer Dom Devlin joined leaders from Ahold Delhaize, Fleet Feet and Bonsai to tackle one of marketing’s most expensive blind spots: how brands measure performance across channels.

Too many brands still skew budgets toward the final click - because that’s the only place their reporting gives them certainty, all while under-funding the demand generation that actually drives long-term growth. Fleet Feet’s Tiffany Lee shared how cutting upper-funnel spend for just eight months saw new customer acquisition drop sharply, only recovering once awareness campaigns were restored.

Dom added another layer: the marketplace blind spot. Fospha’s data shows 42% of Amazon sales are influenced by non-Amazon ads - yet most reporting tools treat those sales as “organic,” meaning the channels that triggered the purchase never get the credit. Without that visibility, key growth drivers are left under-invested.

This is where Fospha’s Halo capability comes in - bringing DTC and marketplace sales into one Unified ROAS metric. It allows brands to see the true impact of channels like TikTok, Meta, and YouTube across all revenue streams, not just their own sites, and make confident, evidence-based decisions about where to spend next.

🔎 Read the full session insights to see all the panel’s takeaways on full-funnel measurement and closing marketplace gaps

📥️ Explore Fospha’s Halo Report to uncover how brands like Nécessaire used it to beat their Prime Day benchmarks by 47%

📌WEEKLY MUST-KNOWS

PAYMENTS & COMMERCE
Bitcoin News Today: Fold Launches Bitcoin Gift Card On Major Platform Boosting Accessibility And Stock 4.74%
Fold launched a Bitcoin Gift Card on Giftcards.com, leveraging Blackhawk Network’s distribution to put crypto access inside a familiar retail flow. For gifting and loyalty, this lowers onboarding friction and opens a new, trackable acquisition and engagement lever tied to gift card behavior. Watch for category entrants and co-branded formats that merge rewards, payments, and gifting.

GIFT ECOMMERCE STRATEGY
GQ’s 2025 Edit: Best Gifts for Men That Actually Sell
GQ’s annual roundup of the best gifts for men highlights trending categories like premium grooming kits, tech accessories, statement watches, and elevated loungewear. For eCommerce marketers, the list acts as a ready-made product curation blueprint ahead of the Q4 gifting surge—tapping into high-intent searches for stylish, practical, and “wow factor” purchases.

GIFT ECOMMERCE INSIGHTS
What Makes a Wedding Gift Truly Memorable?
The Guardian asked readers to share their most treasured wedding presents, revealing a strong emotional pull towards personalised, handmade, and experience-based gifts. For eCommerce marketers, the takeaway is clear—sentiment and story often outweigh price tag, making customisation and thoughtful curation key to capturing the wedding gift market.

⚡QUICK READS

TC Sunfeast Baked Creations Presents A Gift That Blends Emotion, Innovation And Indulgence: Limited-edition festival SKUs (fusion mithai box, motichoor cake) reinforce the ROI of culturally tuned drops—drive urgency, bundling, and creator-led storytelling around key holidays.(More)

Amour Desserts Mooncake Launch Brings Mid-Autumn Flavours Nationwide: Australia-wide shipping with elegant gift boxes and timed delivery highlights a proven seasonal playbook: preorders + premium packaging + on-time arrival = higher AOV and repeat rates.(More)

ClickZ is a ClickZ Media publication in the DTC eCommerce division