Make gifting the easy part: Bokksu, Loftie and Fellow

A holiday shopper is buying for someone else, so every click is a guess. Is this deal worth it? Which one fits this person? Bokksu, Loftie and Fellow each take one guess off the table on their own sites, and all three moves are easy to borrow.

Bokksu: Black Friday as a gift, not a markdown

The hero on the Bokksu homepage opens with "EARLY BLACK FRIDAY". The headline under it is not a percentage. It reads "Free Handcrafted Mino Ware Plates", and the line below says "Subscribe for 6 or 12 months and receive Indigo Sakura plates made in Japan’s Mino region." Further down the page, a block labeled "GIFT-WITH-PURCHASE" repeats the deal: "6 & 12 month subscribers receive special gifts." The plan picker on the same page lists the 12-month plan at $32.99 a month and a single month at $39.99.¹

Why it works: Black Friday trains shoppers to hunt for the biggest number. Bokksu answers with an object instead, and a specific one: named plates from a named region of Japan, which fits a box built on Japanese snacks. The gift only comes with 6- and 12-month plans, so the promotion pays for commitment, not for a one-box deal hunter. And a subscription that arrives with handmade plates is easier to hand someone as a present.

Steal this: Swap the percentage for a gift with purchase that belongs to your brand's story, and attach it to your longest plan or biggest bundle. Name the gift the way Bokksu does, what it is and where it was made, so it reads as a present and not a freebie. Keep the words "Early Black Friday" above it so deal hunters know they found the deal.

See how they stack up on Brand Tested: Bokksu.

Loftie: a holiday shop sorted by person

Partway down the Loftie homepage, a module asks "Who are you shopping for?" The line under it: "Pick a person. The Holiday Shop opens already sorted for them." Each tile names a person and the products that fit. "The doom-scroller" gets "Clock, Loftie Card", "The early riser" gets "Lamp, Clock", and "New parents" comes with "(and their 3am)". A "Stocking stuffers" tile is marked "Under $30". Lower on the page, for the buyer who is still stuck: "Shopping for someone you've never seen sleep? Send a Loftie Gift Card, $50 to $600. Delivered by email, so it's never too late." The top bar reads "Holiday returns through Jan 31".²

Why it works: A gift shopper starts with a person, not a product. Loftie's labels are people you can picture, written the way a friend would describe them, so the buyer spots their recipient in two words and the shop does the matching. Each tile shows its answer before the tap. The gift card line is the safety net, written in the brand's voice instead of a plain "Gift cards" link, and the return date in the top bar handles the last worry, that the gift will miss.

Steal this: Write four or five recipient types in the words your customers would use (a little teasing is fine) and map each one to two or three products. Lead with "Who are you shopping for?" on your homepage, add a stocking stuffer tile with a price cap, and catch the undecided with a gift card line that sounds like you. Put your holiday return window in the top bar.

See how they stack up on Brand Tested: Loftie.

Fellow: a gift guide sorted by moment

The bar across the top of the Fellow homepage reads "Holiday Gift Guides are here: shop by moment or by price". On the guide itself, the first section is "Gifts by Moment", introduced with "From a quiet morning latte to an evening of cocktails with friends, a gift for every moment of the season." Then come the moments: "Gifts for Morning Rituals", "For those who live for the first cup of the day." "Gifts for Slow Afternoons", "For those who know when to rest and recharge." And "Gifts for Evening Entertaining", "For those who never miss a chance to celebrate." The price guide follows, from "Gifts under $50" to "The Splurge".^3,4

Why it works: A gift buyer may not know one grinder from another, but they know whether their sister lives for her first cup or hosts every Friday. Sorting by moment lets the buyer shop from what they already know about the person. It also stretches Fellow past the morning pot, into an afternoon matcha and an evening of cocktails, so one brand covers a whole day of gifts. The price guide right under it answers the other question every gift buyer has.

Steal this: If your product lives inside a routine, sort your gift guide by when it gets used. Give each moment one line about the person, not the product, and put a by-price guide right under it. Announce both in your top bar so the guide is one tap from every page.

See how they stack up on Brand Tested: Fellow.

The Brand Tested Score measures how distinct a brand is (Brand DNA, 40%) and how well its own online store sells (Site Experience, 60%). Scores are Brand Tested’s opinion, built from public storefront pages and the apps we detected on the scan date and our published v2.0 methodology. They aren’t statements of fact about any company. See something wrong? Request a correction.