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The Wrap Up Newsletter | Fresh Trends Blooming in eCommerce

Plus: Valentine’s Day 2025 insights—what worked, what didn’t?🌹

Author

Sophie Bruxner-Randall
February 20, 2025 • Estimated Reading Time: 10 minutes

Welcome to The Wrap Up, your weekly newsletter for gifting eCommerce professionals.

🛑 Before We Get Into It…

🚀 eTail West 2025 is almost here! Want the inside track on game-changing trends, must-know insights, and key takeaways from the event?

Money Moves 💸

Scaling an eCommerce brand isn’t just about optimizing ad spend and conversion rates—it also requires access to capital. Whether funding inventory, launching new marketing campaigns, or expanding internationally, many businesses struggle with cash flow constraints. Embedded finance is changing this, making funding more accessible without the delays of traditional lenders.

A recent partnership between Liberis and Vagaro shows how seamless funding can empower businesses. By integrating financing directly into Vagaro’s platform, salons and wellness professionals gained frictionless access to working capital, with performance-based approvals and revenue-based payments. In just one month, $4M in funding reached 200+ merchants, helping them grow without financial bottlenecks.

For eCommerce brands, this signals a shift toward more flexible growth funding models. Just as Buy Now, Pay Later (BNPL) options have transformed customer spending, embedded finance could help eCommerce businesses secure capital for scaling operations, launching ads, or managing seasonal cash flow—all within their existing platforms.

Sector Spotlight 🎥

GIFTING STRATEGIES

The custom promotional products industry is evolving with trends focused on sustainability, personalization, and technology:

  1. Eco-Friendly Products – Recycled materials, reusable bottles, and biodegradable items are in high demand.

  2. Smart Tech Giveaways – Wireless chargers, smart home accessories, and wearables continue to engage audiences.

  3. Personalized Branding – Custom names, initials, and on-demand designs enhance consumer connections.

  4. Wellness & Self-Care – Aromatherapy kits, fitness gear, and sanitizers cater to health-conscious customers.

  5. Event & Seasonal Items – Holiday-themed and sports-related products remain effective promotional tools.

  6. Innovative Packaging – Luxury and sustainable packaging boosts perceived value and eco-alignment.

  7. Fashionable Branded Apparel – Trendy, sustainable clothing offers high visibility and customization.

  8. QR Code Integration – Adding QR codes creates interactive brand experiences and digital engagement.

These trends emphasize practicality, digital engagement, and sustainability, helping brands build lasting connections with their audience.

GIFTING INNOVATION

Valentine's Day 2025 marks a pivotal transformation in consumer buying patterns, as Visualsoft data reveals a definitive move from conventional gifts like lingerie, which saw a striking 40% revenue drop, towards practical and inventive offerings. This shift highlights an increased consumer appetite for DIY and personalized gifts, evidenced by a 329% surge in average order value, reinforcing the appeal of customized, meaningful experiences over fleeting romantic gestures. Growth in areas like home furnishings and arts and crafts underscores this trend, emphasizing a strategic opportunity for operational efficiency centered on personalization in gifting commerce.

This evolution in consumer preferences calls for eCommerce and retail leaders to reimagine gifting strategies, capitalizing on the rising demand for practical, personalized products. By focusing on digital marketing innovations and enhancing operational capabilities, businesses can align their Valentine’s Day offerings with consumer priorities. Embracing a mix of strategic personalization and operational refinement, professionals in the eCommerce and retail sectors can effectively harness the potential of this emerging trend, ensuring competitive advantage and growth in a fast-evolving marketplace. This strategic insight provides a clear path for eCommerce leaders striving for relevance and success.

Valentines Day Love GIF by Bryson Williams

Gif by artofbryson on Giphy

ECOMMERCE INNOVATION

Holiday and seasonal marketing campaigns are vital tools for boosting business success, as they allow marketers to align campaigns with predictable consumer behaviors during high-spending periods. By tapping into the emotions and sentiments associated with holidays like Valentine's Day, Thanksgiving, or New Year's, businesses can enhance brand visibility and consumer engagement. Strategic alignment with such occasions not only drives traffic and sales through enticing limited-time offers but also strengthens brand identity amidst holiday-themed promotions.

CUSTOMIZED GIFTING SOLUTIONS

The evolution of personalized photo frames offers innovative pathways for the gifting sector, turning memories into unique artistic expressions with high consumer appeal. Advances like LED lighting and digital screens have extended traditional frames into interactive, functional decor pieces, satisfying the growing demand for personalized products that blend emotion and practicality.

GIFTING STRATEGIES

In 2025, several brands launched innovative Valentine's Day campaigns that effectively engaged customers and boosted sales:

  1. The Entertainer: Created Story Groups spelling "LOVE," combining striking visuals with interactive elements to captivate users.

  2. New Look: Implemented "This or That" polls, transforming shopping into an engaging experience and gathering valuable customer insights.

  3. Footasylum: Introduced the limited-edition DÉS VU Lovers Collection, using interactive features like polls and emoji sliders to enhance product discovery.

  4. Picard: Showcased heart-shaped purses through shoppable Stories, simplifying the gift selection process for customers.

  5. H-E-B: Utilized interactive stickers to inquire about customers' gift preferences, collecting zero-party data for personalized future campaigns.

  6. Idealo: Offered curated gift suggestions with visible price tags in Stories, facilitating easy comparison and selection for shoppers.

  7. Evidea: Featured a dedicated Story Group with Valentine's Day products, integrating seamless swipe-ups for effortless shopping.

  8. Super-Pharm: Designed an attention-grabbing Story Group highlighting Valentine's Day gifts, streamlining the shopping experience with direct swipe-ups to purchase pages.

  9. Studentbeans: Announced exclusive, time-sensitive discounts via high-engagement Stories, appealing to budget-conscious students.

  10. LC Waikiki: Presented "Trends of the Month - Let Love Be Your Style," subtly acknowledging Valentine's Day while maintaining a style-focused approach.

  11. Koçtaş: Simplified shopping with a single Story featuring a swipe-up link to a curated gift selection, enhancing user convenience.

  12. Bees App: Engaged customers with playful polls and interactive Stories, ensuring they were prepared for Valentine's Day celebrations.

These campaigns exemplify how creativity and interactivity can elevate customer engagement during seasonal events.

Influencer Corner 📣

Jessie Healy: People may disagree with me, but I believe there is a pretty clear marketing playbook for growing an eCommerce brandand yet it is surprising how many brands miss key parts of the playbook.

Here are the most common areas I see brands miss the mark:

Early stage eComm brands:
-No/few email flows in place
-No brand ads on Google
-Not enough reviews/no reviews on their website
-Not getting user generated video content (UGC) about their products to use in marketing
-Not realising they need to invest in creative
-Testing too many channels too early
-Poor understanding of their LTV and CAC
-Inaccurate tracking

Optimization Hub ⚙️

B2B ECOMMERCE

In a rapidly evolving B2B eCommerce landscape, flexibility is paramount. Shopware’s API-first approach enables tailored customization, streamlining processes with robust ERP integration and automation tools. This adaptability enhances buyer experiences and drives growth, offering strategic and practical advantages in a dynamic market.

ECOMMERCE TRENDS

FedEx's report reveals a critical trend: 97% of consumers abandon purchases due to inconvenient shopping experiences. Successful eCommerce strategies hinge on substantial convenience. Key elements include home delivery, free shipping, real-time tracking, and hassle-free returns, providing strategic insights crucial for marketers to foster customer loyalty and drive long-term success.

AD TECH INNOVATION

Snapchat, Pinterest, and Reddit leverage AI tools to attract SMB advertising, noting significant revenue from these smaller advertisers. With AI-driven ad performance enhancements, they aim to gain market share from giants like Google and Meta. This strategic move positions them as viable alternatives for cost-concerned SMB advertisers.

Social Media Marketing

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