> For the complete documentation index, see [llms.txt](https://docs.zigpoll.com/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://docs.zigpoll.com/guides/how-to-measure-gift-buying.md). # How to Measure Gift Buying Find out what share of your orders are gifts, who they're for, and when gift buying starts, so your email and ad calendar match your customers' calendar Gift buying is almost always a bigger share of orders than a brand assumes, and it's invisible in every analytics tool you own. A gift order looks exactly like any other order. The buyer is not the user, the user may never visit your site, and the welcome flow you send is written for someone who will never open the box. One question on the thank-you page fixes that. Brands that ask it have discovered that a third of their customers were buying for a partner, rebuilt their ad creative around that buyer, and moved their holiday campaign start date by weeks. *** ## Building the survey ### Question 1 — Who is it for? Add a **Single Choice** question: **"Who are you buying for?"** * Myself * A partner * A friend * A family member * A coworker or client * Someone else Keep "Myself" first and the rest specific. "A gift" as a single option tells you the share of gifting but nothing about the recipient, and the recipient is what changes your creative. ### Question 2 — The occasion Use [Question Logic](/questions/question-logic.md) to show this only when the answer wasn't "Myself." Add a **Single Choice** question: **"What's the occasion?"** * Birthday * Holiday * Anniversary * Thank-you or congratulations * Just because Occasions are calendar signals. Birthdays are spread across the year and support an always-on gifting message. Holidays cluster, and the cluster's leading edge is your campaign start date. ### Question 3 — When they start A **Single Choice** question for the weeks before your peak season: **"When do you plan to start your holiday shopping?"** with month ranges as options. Ask it in October and you'll know whether your early-November launch is early or already late. ### Question 4 — The budget Optional, and worth it for brands with a wide price range: **"Roughly how much do you usually spend on a gift like this?"** as a **Range** or **Single Choice** question. This tells you which price points to feature in gift guides and whether your bundle sits above or below the budget most gifters have in mind. *** ## Where to run it * **Thank You page** — the moment of purchase, where the buyer knows exactly who the order is for. Use **Thank You & Order Status** delivery. * **Target gift-wrap and gift-note orders.** If your checkout has a gift option, use **Shopify Targeting Rules** on a product tag or order tag so buyers who chose gift wrap get the occasion question straight away. * **Seasonal.** Set an [Activation Schedule](/polls/visibility-settings.md#activation-schedule) so the holiday-timing question runs only in the weeks it applies. * **Layer it.** If you already have a post-purchase survey, add this as one question rather than a second survey. See [Layered Post Purchase Surveys](/tutorials/layered-post-purchase-surveys.md). *** ## Reading the results ### The gift share, by month Chart the "not for myself" share month over month. The shape of the curve is your real seasonal calendar, and it's usually earlier and wider than the one your promotions follow. [Google Sheets sync](/tutorials/sync-survey-responses-to-google-sheets.md) makes this a single pivot. ### Gift orders by value Zigpoll attaches order value to each answer ([Order Stats](/tutorials/order-stats.md)). Gifts are often higher-value than self-purchases, which changes how much you can pay to acquire a gift buyer. ### Recipient by channel Cross the recipient with your attribution answer. If partners are bought for mostly by buyers from paid social, and friends by buyers from search, the two channels need different creative. | Finding | What to do | | ------------------------------------------------------ | ------------------------------------------------------------------------------------------------------------------- | | **Gift share higher than expected** | Build a gift guide, add gift wrap and a gift note, and stop sending gifters product-education emails they can't use | | **One recipient dominates** | Put that buyer in the ads: the person giving, not the person using | | **Holiday shopping starts earlier than your campaign** | Move the campaign. The survey told you the date | | **Gift budget below your hero price** | Feature or create a product at the budget most gifters named | *** ## Act on it in your email A gift buyer needs a different flow: a reminder when the occasion comes around again, not a "how to use your product" sequence. Use [Question Logic](/questions/question-logic.md) actions: * [**Klaviyo**](/integrations/klaviyo.md) — write the recipient and occasion as profile properties. Segment gifters out of the standard welcome flow and into a gifting flow. See [Klaviyo Segmentation](/tutorials/klaviyo-segmentation.md). * **Shopify** — **Add Customer Tag** with `gift-buyer`, and **Add Order Tag** with the occasion, so fulfilment can prioritise gift orders near a holiday. * **Ask for the recipient's email** with an **Email Capture** question, when it's appropriate for your product, so the person who actually uses the product gets the onboarding and the person who bought it gets the thank-you. *** ## Related {% content-ref url="/pages/jep3ZyGAGh7Un6jTVncW" %} [How to Build a Post-Purchase Survey Customers Actually Answer](/guides/how-to-build-a-post-purchase-survey.md) {% endcontent-ref %} {% content-ref url="/pages/7ah7NOivpQ5byvqk41c2" %} [How to Build Your Ideal Customer Profile](/guides/how-to-build-your-ideal-customer-profile.md) {% endcontent-ref %} {% content-ref url="/pages/TIVNmjfQUHWk3KjWNCk3" %} [Klaviyo Segmentation](/tutorials/klaviyo-segmentation.md) {% endcontent-ref %} --- # Agent Instructions This documentation is published with GitBook. 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