The person buying your product may never use it.

For many products my team and I work on, we deliberately create a separate “gift buyer” persona.

You can see these folks arrive in the data every year.

Spikes before the holidays.

Surges around Mother’s Day, grad time, Valentines Day.

The buyer’s gender and age clearly doesn’t fit with the product’s usual customers.

‘Cause these people are not end users.

They will never feel the pain your product solves or enjoy the benefit it delivers.

They may not even fully understand those things.

That changes everything.

Gift buyers are solving a different Job.

They want reciprocity.

They want the quiet thrill of improving someone else’s life.

They want the ego hit of NAILING the choice and not having to awkwardly explain it.

Often, yes, yes and yes.

This is why great products can still struggle during gifting seasons.

The messaging is written for users, not choosers.

It explains too much. It asks the buyer to understand the problem deeply, even though THEY will never experience it.

Gift buyers need reassurance more than education.

They need instant clarity that THIS is the right one.

So they know it will be appreciated. That it will not create an annoying return for the recipient.

A strong product gets you straight onto the best wish lists.

It makes holiday buying into a peak sales time.

Clear, simplified messaging closes those gift purchases.

When you speak to the gift buyer properly, you reduce risk for them and heighten confidence for the person receiving it.

That distinction matters more than most founders realize.

Want to make your product irresistible? That’s what we do as product marketing consultants at Graphos Product, helping innovators turn need-driven ideas into market-ready successes.