User-generated content (UGC) — including reviews, Q&A, photos and videos — is proven to drive sales growth for brands and retailers. Our own data tells us that once a product starts displaying reviews, the conversion rate for that product increases by 65%, on average. The same goes for imagery: on average, a product experiences a 69% increase in conversion when just one customer-generated image is added to the product page.

While sales growth is certainly an important benefit of UGC, it’s far from the only one. In fact, there’s another huge plus of collecting this content. And it’s one that’s often overlooked by even most progressive brands and retailers.

UGC is full of rich data that — when leveraged — can drive positive change throughout your entire organization.

Of course, you probably use other tools — including surveys —  to capture feedback from your customers that you can then take action on. But the beauty of UGC is that you can easily map feedback to specific products. And that makes it a whole lot easier to take meaningful action on the data. 

Why eCommerce Managers Should Analyze UGC Data

Constant analysis of UGC data is key to uncovering impactful ways to improve the ROI of your UGC program. 

For starters, this data gives you a very clear picture of what types of content is driving sales. For example, you might discover that website visitors who engage with reviews convert at a much higher rate than those who don’t. Based on this data, you determine it’s important to have plenty of reviews for plenty of your products — including any offerings you’re launching in the future. So you decide to execute a series of pre-launch product sampling campaigns to generate reviews before your new products hit the shelves. 

Data can also help you understand how shoppers are interacting with the different components of your content display — and how it’s impacting sales. You can then use this information to optimize your display  — and drive even better results.

For example, our friends at Clinique might notice that a lot of shoppers filter reviews to see only the one-star content. Surprisingly, though, these folks go on to convert at a higher level than those that don’t. 

There might be an opportunity here for Clinique to make this filtering functionality even more prominent. That way, shoppers can easily identify the “worst case” scenario and determine if it’s something they can live with.

5 Other Teams that can Leverage UGC to Drive Positive Change 

So the data from your user-generated content can help you optimize your overall program. But that’s just the tip of the iceberg. 

UGC is full of actionable insights that can drive meaningful change throughout your company. 

But data without action is pointless. The key is to get the right data into the right hands to put the data into action.

Who can benefit from the insights in UGC? Let’s take a closer look at how five of the likely key teams at your company can leverage the data from UGC to make impactful improvements — and boost your company’s bottom line. 

The Product Innovation Team

Innovation teams are constantly looking for opportunities to develop new products — or even entire product lines. The data from UGC is a great resource to uncover these. 

For example, let’s say there’s a CPG company that sells protein drinks. The company’s product innovation team is always on the hunt for new ideas. The team analyzes their UGC for existing products and discovers that shoppers frequently suggest a pumpkin pie flavored product. They also notice that a competitor offers a pumpkin spice protein drink, and it seems to perform well with shoppers. So the team starts putting together a proof of concept (POC).

The R&D Team

Coming up with a great product idea isn’t enough. Instead, it’s critical to iterate and improve on that product to ensure it’s in line with market demand. The data from UGC can help your research and development (R&D) team do that. In fact, UGC is full of actionable insights you can use to discover and fix problems with your products — or identify and implement ways to take your product to the next level.

Let’s take a look at an example of these insights in action.

Clif Bar & Company, a food and beverage brand, recently developed a new product formula. Before officially launching, the company conducted a sampling campaign. They found that the average rating on the new bar was 2, and sentiment around the word “taste” was particularly negative. After digging into the content, they found that one of the ingredients wasn’t mixing well with the others. They made a quick change to the formula and ran another product sampling campaign prior to launch. The result? The average star rating jumped to over 4. And the company launched a product they knew would resonate with their customers. 

The Merchandising Team

Merchandising teams are responsible for ensuring a retailer sells the right mix of products that meet the needs of its customers. Typically, a merchandise manager oversees buying for a specific category or set of categories. But in order to make informed buying decisions, they’ve got to understand why a product did (or didn’t) sell.

Your merchandising teams can analyze the UGC from your own eCommerce site — and benchmark this against your competitors — to uncover great insights. The result: better purchase decisions. For example, merchandisers might leverage data from UGC to eliminate products, add new offerings, negotiate better deals, and even work with merchants to improve products.

Let’s take a look at a couple real-life examples. 

Room&Board had a lounge chair that sold well but had the occasional poor review. Looking at those reviews as a whole, a criticism that kept coming up was that the fade-resistant chairs weren’t living up to those claims. After identifying the issue as a material defect and making exchanges for those customers, the merchandising team used this data to negotiate a major price break on a large new order they were placing.

Room&Board identified a manufacturing defect in one of its products.

Gardener’s Supply Company is another PowerReviews customer whose merchandising team depends on the data from UGC. Recently, this retailer found that one of their top-selling watering cans had several reviews that noted leaking. The merchandising team was able to share specific data with the merchant to make improvements to the watering can.

Gardener’s Supply Company uses UGC to improve products.

The Customer Insights Team

Customer Insights teams are focused on better understanding current and prospective customers. UGC can be a powerful source of data to enhance their analysis, and it can even lead to improvements of the overall customer experience.

For example, Discount Tires is a PowerReviews customer that collects ratings and reviews not only for products — but also for store experiences. Early in the COVID-19 pandemic, the company implemented some store-specific policy changes, including mask requirements and the option to self park in order to allow for social distancing. When analyzing the store reviews, Discount Tires determined these safety measures were well received by customers. Based on this data, they made the decision to make these company-wide policies. 

The Marketing Team

Marketing teams are tasked with developing messaging and campaigns that attract the right shoppers. The data from UGC can make their initiatives even more effective.

In fact, there are countless ways marketing teams can leverage the data from UGC to better position, differentiate and promote a product. Let’s take a look at a couple of examples.

One way marketers can leverage the insights from UGC is to get a better understanding of what matters to shoppers who have purchased a specific product. For example, a skincare company can determine whether shoppers care about an item being fragrance-free. If it’s a feature that’s frequently mentioned in reviews, the team may want to make this a more prominent message on the website and other marketing initiatives. 

Analyzing your UGC (and that of your competitors) is also a great way for your marketing team to understand what words your shoppers are actually using when describing products. Your marketing team can then use this information to improve campaign performance. For example, New Balance, a PowerReviews customer, analyzes UGC to understand how their customers are talking about their products. Then, they use the words and phrases they uncover to power SEO and paid search ads. 

Maximize the Impact of Your UGC

User-generated content — including reviews, Q&A, photos and videos — is full of powerful insights that can position your business to better serve its customers. But all too often, this rich data source isn’t used to its full potential. And its impact can stretch way beyond your ecommerce team alone.

Ensure you fully explore all the different insights it generates and make an active effort to get these into the hands of the different teams around your business which can take action on them. In doing so, you make yourself a hugely valuable resource. Why? Because doing so enables meaningful, data-driven changes to products and experiences — which can have a significant and measurable impact on your company’s bottom line.

Arend Henderson

Arend is the SVP, Analytics for PowerReviews. He is responsible for leading the analytics team, which develops behavioral insights and other optimization and measurement solutions for our clients.

This is the Cyber 5 special edition of our monthly snapshot, an analysis of consumer activity on the weekend from Thanksgiving thru Cyber Monday across more than 1.5MM online product pages from more than 1,200 retail/brand sites.

This is old news but worth reiterating due to knock-on Holiday impact: the effect of Covid on ecommerce activity has been immense.

To recap, a huge initial surge led to an overall 3x increase in online purchase volumes between February (pre-pandemic) to May. However, the subsequent four months through to October led to a steady decline and then stabilization, with purchase volumes consistently between 40% and 70% higher than they were pre-pandemic (we actually re-aligned our reports to three month periods due to this stabilization).

We then saw a slight uptick in preparation for the Holidays (remember: shopping was expected to start early this year).

We expected shopping volumes to be much higher over the Black Friday – Cyber Monday weekend. But due to the unprecedented nature of Covid, we had no idea how much higher.

So let’s see what our data said about the recent Cyber 5 weekend.

Key ecommerce market trends

01

Cyber 5 ecommerce volumes surge at far more pronounced rate in 2020 than in 2019

02

Review submission volumes unaltered by Holiday

03

Reviews consistently more important than pre-COVID, but peak at almost identical height as 2019 Cyber 5

Cyber 5 ecommerce volumes surge at far more pronounced rate in 2020 than in 2019

Prior to the Holidays, consumer behavior has clearly become more predictable, with purchase volumes consistently at around 1.4x to 1.7x where they were at the start of the pandemic (this was after a giant surge in April, May and June). So remember that is the baseline we’re dealing with in the chart below.

Why? At the risk of using a very overused Covid phrase, this is most likely because the entire population has settled into a “new normal”. People are no longer buying in the bulk they were because they have confidence in the supply chain and product availability.

But the Holidays brought us into uncharted territory. Typically, we can predict online shopping volumes will increase but this Holiday period is completely unprecedented for obvious reasons.

Below we compare the increase in online purchase and traffic volumes for the Cyber 5 weekend (again: bear in mind this jump is coming off a baseline of between roughly 1.4x and 1.7x higher in 2020 than in 2019).

The increase was significantly higher in this period in 2020 in comparison to 2019, with purchase volumes surging 210% this year compared to 169% last. This represented a vivid Covid-driven difference.

Online purchase volumes surge far more pronounced in 2020 than 2019
Online purchase volumes surge far more pronounced in 2020 than 2019
Note: This chart shows the volume increase difference through stated months, it doesn’t speak to the overall/total volume differences year on year
Site traffic surge mirrors purchase levels year-on-year
Site traffic surge mirrors purchase levels year-on-year
Note: This chart shows the volume increase difference through stated months, it doesn’t speak to the overall/total volume differences year on year

Review submission volumes unaltered by Holiday

After reporting a giant 2.3x leap in review submission levels from April to May, we subsequently highlighted a consistent drop through to September to the point where levels are now consistent with what we saw pre-pandemic. The Black Friday-Cyber Monday weekend had little impact on review submission volumes or length.

This makes sense: review submission typically lags behind purchase. We would therefore expect these to start rising in mid December.

In terms of the actual content of reviews, there have not been any huge shifts over the past seven months. Product rating is consistently flat. This is probably because the products themselves don’t change significantly.

The fluctuations in length of review content submitted are only very modest (bear in mind the scale here is between +10% and -10%). This has been consistent since we started measuring back in April.

No significant variations in review submission levels
No significant variations in review submission levels
Review length relatively stable through Thanksgiving weekend
Review length relatively stable through Thanksgiving weekend

Reviews consistently more important than pre-COVID, but peak at almost identical height as 2019 Cyber 5

Last month, we did a deep dive into the impact of review content on the buyer journey.

The charts in this section highlight the percentage of online shoppers who go onto purchase after they’ve interacted with review content (i.e. searched, filtered, clicked to extend the review from preview to view entire content etc.)

We found that review interactors were consistently converting at around a 25% higher rate than they were a year ago (the conversion figure is typically  around 5.25% in the three months prior to Black Friday, compared to around 4.25% in the same period for in 2019).

For context, this figure had come down from its Covid peak (as also demonstrated below) of 6.85% in April. This is in line with when we saw the highest ecommerce purchase volumes (as mentioned, they hit a peak of 210% above where they were pre-Covid at this time).

However, the influence of reviews surged to their highest rate of the year during the Cyber 5, with 7.41% of review interactors going on to purchase (an increase of 30%). As you can see from the charts, this is entirely in line with typical trends. Reviews always become more impactful on the buyer journey during the Holidays.

But – interestingly and despite their generally increased importance during Covid – they topped out at an almost identical level to for the same period in 2019. Given the clear long-term trends evident in the data, we would expect stabilization at the 5.25% level we’ve consistently seen throughout 2020 as we move out of the Holiday period.

Review influence hits year high in Cyber 5, but now consistently more impactful than pre-Covid
Review influence hits year high in Cyber 5
Review influence almost identical on 2019 and 2020 Cyber 5 weekend
Review influence almost identical on 2019 and 2020 Cyber 5 weekend

Summary

Analysts speculated extensively about the potential Covid impact on ecommerce Holiday trends. Well, now the results are in.

There were significant surges in both online purchase volumes and traffic, the likes of which we only saw right at the start of the pandemic (when the 3x increase came off a lower baseline figure). It being the Holidays, this increase was more expected. But the extent and velocity of the surge is still breathaking.

Ratings and reviews have become more influential on the buyer journey throughout the pandemic. In fact, interactors with review content have consistently converted at around a 25% higher rate than in 2019.

The Holidays is also historically a time when consumers rely more on ratings and reviews to make purchase decisions. This year was no exception, with 7.41% of review interactors going onto purchase (compared to 5.41% at the end of October). This is an almost identical Cyber 5 peak to 2019.

However, we don’t expect this to alter the overall trend we’ve seen throughout this year. More people are spending more money online – and they rely more on ratings and reviews to make their purchase decisions than ever before.

a gift for everyone on your list

50

Top-Rated Gifts for the Holiday Season

Need help finding the best products to gift your loved ones (or yourself) this holiday season?

 

Look no further. We’ve rounded up the best-rated products from our outstanding PowerReviews customers. This gift guide is filled with all of the best Top-Rated, Five-Star, Would-Recommend-To-A-Friend goodies spanning all categories and price ranges.

 

Let’s dive right in.

Contents:

Apparel & Accessories

Elation 7/8 Tight

4.8
4.8/5

$89

Best legging/tight I own!
@Patti_S
Read More
These tights are truly my absolute FAVORITE. They are extremely soft and the fit/length is perfect. They are dense and not see-through at all (as are all the Athleta tights I've tried). They breathe and yet are warm and cozy in the winter months.

Saffiano Domed Zip Satchel

4.8
4.8/5

$248 $179

Dooney's "IT BAG FOR 2020"
@ Michelle
Read More
I cannot say enough wonderful things about this bag. The exterior front zipper holds iPhone with plenty of room to spare. Do not hesitate getting this beautiful bag, for you will be like me, you will LOVE it and only want it in more colors !

Derrick Sliding 2-in-1 Wallet

4.3
4.3/5

$54

Loving this Wallet
@ Will_V
Read More
The durability so far seems to be very good. If you like having the option to be able to carry only the cards you need but still have the option to include all your cards in one wallet then this is a great choice for you :^)

Full-Coverage Accordion Mask (3-Pack)

4.3
4.3/5

$15 $7

Love the patterns!
@Amy
Read More
I really like these masks. They're my favorite! I love my white one with the pink roses. I've washed them and they wash well. I do iron my masks because I like them to look new. A 5 second touch of the iron and they look brand new.

VIP MED Zip Clutch

4.9
4.9/5

$295

Great Everyday Bag
@Sophie
Read More
Love this bag! I have had for 5 years and you wouldn't know it! Still looks brand new. I liked it so much I bought the large also so I can carry more items! Love both of them!

Earhart Aviators

4.9
4.9/5

$315

I'm so happy I stumbled across these
@Amy
Read More
I've been looking for a pair of black aviators with gold hardware forever! They're exactly what I was looking for—chic, versatile, and simple. The replacement guarantee also makes me feel better about bringing them out more often!

ATMOS AG 65 Backpack

4.5
4.5/5

$270

Best Pack Ever!
@WB_Sprinter
Read More
Had this pack for 3 years now. Been on multiple different backpacking adventures with my wife, kids and friends. This pack has preformed excellent. All my stuff fits perfect, plus my kids when their stuff gets "heavy".

Summits Women's Shoes

4.4
4.4/5

$55

Best shoes ever!
@Bestmimi
Read More
I'm a nurse so I'm on my feet all the time. Skechers are the only shoe I've found to provide comfort all day. I'm a big fan and they have such a great selection of styles.

Grinch Crew Socks

4.9
4.9/5

$17

BOUGHT 4 PAIRS
@Chantal
Read More
Super comfortable socks!! And I love the grinch so the whole family received a pair.

Classic Messenger Bag

4.5
4.5/5

$79

LOVE THIS BAG!
@Jackie_G
Read More
This is the second Timbuk2 classic messenger bag I have purchased. Perfect size, carries all that I need plus knitting, kindle, and a water bottle. Perfect color(s). I feel I can carry this bag into any meeting. Very pleased with the new bag!

Baby

Shaggy-Lined Hoodie

4.5
4.5/5

£34

Snuggly Hoodie
@Cat
Read More
The first thing my son said was, "Choo Choo" when he saw it! He loves it, so I'm very happy that there will be no squirming trying to get him dressed to go out! A well made piece of clothing and so warm and snuggly.

Boss Backpack Diaper Bag

5
5/5

$160

Beautiful, quality product!!
@Amanda
Read More
The pockets are plentiful and amazing! The vegan leather is so soft. This looks, and feels, like a fancy, quality backpack. We upgraded from an off-brand bag, and I have no regrets. Worth it!!

Electronics

iRobot Roomba i3+

4.3
4.3/5

$600 $400

Easy to use, program, and a must have at home.
@Paul_Brown
Read More
The iRobot Home is just like having an extra set of hands. It has been so nice to have a device vacuum the house at a tap of an app.

Air Mini

4.6
4.6/5

$399 $319

Must-have for the home or office
@Dardan_O
Read More
Molekule is no joke - from the science & research-backed product through to the company's customer support. The product works better than words can do it justice, and customer support is fantastic. Definitely recommend to others!

Move Smart Speaker

4.4
4.4/5

$399

Kicks the pants off my old portable Bluetooth speaker
@Kate
Read More
I love this! Bought to replace my old Bluetooth speaker. It's a little larger and heavier than other Bluetooth speakers but the sound is so good that I'll take the chonk over portability any day!

Entertainment

Playfoam® Pals™ Unicorn Magic 2-Pack

4.8
4.8/5

$12

Fun surprise and open ended play
@Stay-home-parent
Read More
My kids really enjoy playfoam pals and this is a fun twist that appeals to the magical-sparkly-unicorn-loving hearts, while still being open ended, developing the imagination and fine motor skills.

Alesis Nitro Mesh Special-Edition 8-Piece Electronic Drum Set

4.5
4.5/5

$379 $320

Great for practice at home
@Cole
Read More
I'm unable to practice my actual kit at home, as I live upstairs and share a wall with neighbors. This kit is perfect and fulfills all of my needs, I'm able to practice all of my bands songs at home. Perfect for the price, has all of the essentials. Would absolutely recommend this to anybody.

Primary Science® Lab Set

4.6
4.6/5

$30

Fantastic Resource!
@Annie_M
Read More
As a former educator I LOVE this product. I having been using this product with my two girls and they are so excited about science! The tools are durable, kid friendly, bright and fun. The experiments provided in the set are super easy and simple.

Slice and Bake Cookie Set - Wooden Play Food

4.9
4.9/5

$20

Fantastic
@Carole
Read More
My three and five year old grandchildren adore this set. They love "baking" and playing bakery. Really develops their creativity and imagination. Love all the Melissa and Doug purchases I've bought for the kids.

Drone Home

4.6
4.6/5

$22

Lots of fun!!
@DS
Read More
We had a ton of fun with this game. Easy to play but make sure you have plenty of room - the drone really flies high. Definitely a game that will be played often.

Fitness & Sports

Callaway Mavrik Driver

4.8
4.8/5

$650 $530

Total game changer
@anonymous
Read More
I have never written a review of a golf club before, but this club is so amazing, I just had to do it. Got professionally fitted, tried all three heads and a variety of shafts. I'm hitting it 20 to 35 yards longer and with the same or better accuracy. I never dreamed I would ever hit drives as long as I do with this beast!

Bowflex Xtreme 2 SE Home Gym

4.6
4.6/5

$1,499

We absolutely love our BowFlex Xtreme!
@Doan
Read More
My wife and I are using the Xtreme 2 for weight loss primarily but also enjoy building lean muscle mass. Very happy with all the different workouts the Xtreme 2 offers.

Food & Beverage

Jim Beam Black Bourbon Whiskey

4.7
4.7/5

$23+

Absolutely love JB
@Sandman
Read More
I have tried a lot of bourbons but Jim beam is my absolute favorite. I just got a bottle of the black and I definitely was not disappointed! This is definitely my new clean sipping bourbon!!!

Original Peanuts - Party Size Jar

4.7
4.7/5

$15

SAME BEER NUTS THEY'VE ALWAYS BEEN
@Gizmo
Read More
I've been enjoying Beer Nuts for many, many years. Stores in my area don't carry them, but they're available mail-order. The great thing is I can now get them in a much larger size. A win-win.

Trial Pack

4.7
4.7/5

$25

Must try!
@Shanna
Read More
Lots of good products! The snacks are great and such a blessing for people with food allergies. Hard to believe it's all allergy-friendly, they are so delicious!

Crème Liqueur, Premium Chocolate Assortment Box

4.8
4.8/5

$30

Fabulous!
@Mark
Read More
Ordering was easy and only exceeded by the speed of product consumption. The best choice anywhere, anytime. Nobody else comes close!

Magic Morsel 24-Piece

4.9
4.9/5

$36

My first choice gift - to others and myself!
@Myra
Read More
I give these brownies for every occasion, especially for a "thank you" gift. The quality is top-notch, better than any delivery baked good. Even the logo is happy!

Local Roaster Gift Box

4.8
4.8/5

$42

BEST COFFEE EVER!
@Debbie
Read More
We purchased the gift pack Frogtown, Fishtown and Bucktown. Three of the best! Every day we make a different one and sometimes twice a day. I would definitely buy again. Thank you La Colombe.

Lobster Party Gift Bucket

4.6
4.6/5

$115

A superb gift!
@Stephanie
Read More
Customer service was prompt. Quality of the product was better than expected. A gift that was devoured, and thoroughly appreciated!

Grilling Tool Set

4.4
4.4/5

$85

Great BBQ Tools
@Karyn
Read More
This is the cadillac of BBQ tools! It makes my old stuff look like it belongs in a little tykes kitchen center. Super durable! Well weighted.

Health & Beauty

They're Real! Lengthening Mascara

4.2
4.2/5

$25

Please never discontinue
@ Mitchelina
Read More
This is one of the only mascaras that works flawlessly for me - even while wearing lots of moisturizer to combat Wisconsin winters, or during warm humid summers. This stuff looks amazing and stays PUT. Love, love, love!

Happy™ For Men Cologne Spray

4.8
4.8/5

$53

Cleanest. Scent. Ever.
@Shawn
Read More
I've been wearing this cologne since high school after my mom gifted me a bottle for Christmas. 20 years later... I'm still wearing this. It's absolutely the smartest, freshest, cleanest smell, and although I tried other fragrances, I always come back to this.

hum smart toothbrush

4.5
4.5/5

$70

Sleek and powerful
@Lori
Read More
This small and compact electric toothbrush is well accompanied by an easy to use app. Not everything needs an app these days, but a brushing helper improves overall oral health. We only get one mouth, take care of it.

Skin De-Stress Calming CBD Serum

4.8
4.8/5

$23

Will be rebuying this and the entire collection 🙂
@Tally
Read More
This product has helped so much along side the moisturizer and facial wash. My keratosis pilaris that appears at times on my cheeks that cause me to get red has gone away entirely 🙂

Hand Sanitizer Spray
(6 Pack)

4.9
4.9/5

$18

This is my favorite hand sanitizer
@Mallory
Read More
I love everything about EO's Lavender & Aloe hand sanitizer spray. I love the ease of use and the smell, and with what's going on in the world today I carry one with me everywhere I go.

Advanced Night Repair

4.4
4.4/5

$105

Night repair
@Dot
Read More
I'm at that age where I'm seeing lines and wrinkles. I've been using the night repair for 2 weeks and the lines are smaller and my skin is so soft now.

Fruity CBD Gummies

4.8
4.8/5

$20

These are so GOOD
@Scott
Read More
The watermelon flavor is the bomb! I try not to use them every night, but only for when I need that extra "mmph"

The Nudes Peaches Lipstick Bundle

4.9
4.9/5

$56 $48

Beautiful Colors For My Skin Tone
@Sunny
Read More
I love the packaging, the formula is smooth and it looks really good with a brown lip liner. Every color is nice in the Nude Peaches set, don't hesitate to purchase this bundle.

Lavender Hand Cream Trio

4.6
4.6/5

$29

my absolute favorite hand cream, ever.
@Jennifer
Read More
Perfect scent, great for 'just before bed' soft hands, not greasy, absorbs quickly, A+. I always take it in my carry-on bag on trips!

Ocean Salt

4.5
4.5/5

$22

Great for trans masculine skin!
@Lu
Read More
this is the first product that has actually helped exfoliate my skin during my unprecedentedly intense facial outbreaks since I started testosterone last year.

FlashMasque® Sheet Mask: Perfect Weekend Trio

5
5/5

$20

Great mask collection!
@Traci
Read More
Used this mask set on vacation. I used the hydrate mask after flying for added moisture, the illuminate mask for a mid-week refresher, then I used the milk peel prior to coming home. My skin felt great!

Ulta Contour Kit

4.3
4.3/5

$18

Perfect for a contouring beginner!
@ Shannon
Read More
I wanted to try contouring and I had no idea where to start. This palette comes with 6 colors and some VERY handy directions for skin tones. I tried it for the first time and LOVED it. This is a foolproof kit.

Home & Office

Sleigh Ride Fragrance Oil

4.6
4.6/5

$4+

It actually smells like Christmas in a bottle!
@Debby
Read More
Easy to use, good value. None of the Brambleberry scents are acrid or synthetic smelling like other scent vendors. They are all rich smelling and appealing.

Rosewater Driftwood Linen & Room Spray

4.5
4.5/5

$14

Amazing Scent!!!
@Victoria
Read More
This product is super clean and freshens every fabric in your home, office, hotel room, luggage etc. I am on my third bottle and can't live without it. If you love a clean, musk, sandalwood scent with a bit of a modern edge you will love this scent.

LaCrosse Down Comforter

4.6
4.6/5

$189

Best Comforter Ever
@Sandy
Read More
I have 2 of these ethically sourced down comforters now and working on getting a 3rd. Very airy and comfortable. My dogs melt into these comforters and they are easy to wash and keep clean, they maintain their vivid color.

Ultrasonic Diffuser

4.5
4.5/5

£50

Well made & good quality
@Amir
Read More
I reviewed a large number of options and believe this to be the best product in its size. I say this, not only for the high quality including the feel, features, etc but also for the price. Highly recommended.

Circa® Cordova Foldover Notebook

4.8
4.8/5

$99

Highly Satisfied
@Joel
Read More
The leather is absolutely beautiful, the stitching is perfect and it was boxed very elegantly, which included a protective cloth foldover sleeve. I am very, very pleased and highly recommend this product, especially to those who may be pondering over this notebook cover purchase.

Fatwood Fire-Starter Pre-Split Kindling

4.9
4.9/5

$20+

Great gift year after year
@Shopping_Mom
Read More
The first time I sent a box to my sister, she asked, 'What's fatwood?" She thought I gave her a strange gift...until she tried it! Then she was telling me how great it was and how she was going to order more and how it was the gift of the season!

Duffield Throw II

4.7
4.7/5

$98

Absolutely LOVE!!
@dlhern
Read More
I ordered this on a whim after reading reviews and I couldn't be happier!! It is the softest throw I own. I sleep with it every night!!!

Urban Map Glass

4.7
4.7/5

$16

Cool design glass for the Chicago native!
@Steven
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The design is simple and elegant. If you are from Chicago, or the surrounding suburbs (like me!), this glass is a perfect addition to your glassware collection.
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