Nikki Gilliland says, “If you’re struggling to find the perfect gift for that weird uncle you only see once a year – don’t worry.

Many of the UK’s biggest retailers are currently promoting gift guides and finders, conveniently designed to help you discover the ideal present for all.

But are these features really that helpful? Or are they just a way of fleshing out email editorial or pointing you towards the most expensive items online?

(Forgive me – what’s Christmas without a healthy dose of cynicism.)

Here’s how top retailers are using gift guides to inspire Christmas shoppers this year.

Firebox

Firebox is a brand that’s built around the premise of gift-giving.

I mean, you might buy a bottle of scorpion-infused vodka for yourself… but you’re probably more inclined to get it for someone you mildly dislike”.

How six retailers are using gift guides to inspire online shoppers

Econsultancy

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