Fjällräven is a Swedish outdoor clothing and equipment brand that creates long-lasting, functional gear using the highest standards of sustainability. The brand’s ultimate mission is to inspire people to spend time in nature, which is encouraged in their Holiday Gift Guide.

To entice Black Friday/Cyber Monday (BFCM) shoppers, the Gift Guide was promoted in a dedicated email campaign in the weeks leading up to the sale. The emails encouraged exploration of the guide’s various categories with links to individual products. 

The Gift Guide was promoted prominently in the Homepage header with a Shop Now button, which takes users to the Gift Guide landing page. The Guide consists of four categories that allow users to explore top products in Men’s, Women’s, Gifts under $150, and Top Packs and Bags. Each category has its own Product Listing Page (PLP) that links out to individual Product Detail Pages (PDPs).  

Fjällräven understands that sometimes it’s best to let loved ones choose their own gift, leading to the promotion of digital gift cards once the user scrolls to the bottom of the Gift Guide. Digital gift cards are available in various quantities and designs and can be sent directly to the recipient’s email address with a personalized message. As part of the brand’s mission of sustainability, the e-gift removes plastic from the giving journey.