The gift of trial | ‘get one, gift one’ sampling campaigns win the holiday season

The holiday season is always a critical time for brands. Consumers are actively looking for perfect festive gifts, and are more open to trying new products than at any other time of the year. However, the market is noisy, crowded, and shoppers are more cautious than ever. So, how do brands differentiate themselves and stand out to this year’s festive shoppers? Strategic sampling campaigns, of course.

At SoPost, we’ve perfected a model that not only drives trial, but also turns customers - and their loved ones - into brand advocates. We do this in many different ways, but during the holiday season, we know that “get one, gift one” sampling campaigns drive product discovery and revenue, while boosting brand trust and advocacy.

Get one, gift one sampling this holiday season

The quintessential spirit of the holiday season is giving and sharing, and sampling campaigns like this tap directly into that. What’s more, a personal recommendation from a loved one is far more powerful than any ad. A 2024 study showed that 79% of shoppers who got a free deal were more likely to share that experience with a friend. So, when a customer receives a sample, and they have the opportunity to immediately gift one to a friend, they’re providing a trusted endorsement of a brand - on the back of a sample.

This type of built in word of mouth marketing is incredibly valuable for brands in helping potential customers overcome the skepticism they may have about trying a new product - especially at this time of year. This is particularly relevant in the prestige and luxury categories - such as beauty and fragrance - where 67% of consumers feel the need to justify price before spending in 2025.

For brands, get one, gift one sampling campaigns can be enormously impactful. Rather than reaching one person, they’re getting their products into the hands of two or more people in a relevant, high value audience pool. This organic sharing, with follow up reviews and user-generated content potential, could even create a viral buzz on social media, extending a campaign’s reach far beyond an initial investment.

Indeed, these types of sampling campaigns are an incredibly cost-effective way to drive conversions. Think about it, a brand pays to acquire a single customer, but potentially gains two. This is particularly effective during the holidays, when consumers are both budget-conscious and actively seeking gifts. A 2024 holiday report from PwC, for example, noted that while 29% of consumers planned to spend less, 26% were ready to spend significantly more on meaningful, standout gifts.

This bifurcation in spending highlights the value of high quality products, and a trusted recommendation from friends and family, helps brands stand out from the crowd. After all, the recipient of the gifted sample is already primed to trial a new product, thanks to the personal recommendation from someone they trust. This significantly increases the likelihood of a post-trial purchase, giving brands a high quality lead for a fraction of the cost.

The festive season - and get one, gift one sampling campaigns - align perfectly with the holiday gifting mentality, and to consumers, during a time where marketing and brand trust is at an all time low, this feels like less of a marketing ploy, and more like a thoughtful, generous holiday gesture from a brand. This further boosts consumer trust, and resonates more positively with consumers. The sentiment of kindness and giving feels authentic, which is exactly what shoppers - particularly Gen Z - are looking for.

How SoPost works with brands for successful sampling campaigns

At SoPost, we’re more than a sampling campaign. Our platform is designed to deliver impactful, data-rich product trial experiences that elevate sampling campaigns from a one-time campaign, to a continuous revenue driver. We work with brands as a true strategic partner to ensure that holiday sampling campaigns are a resounding success.

Our process is collaborative and data-driven from the outset, and we do this with a wealth of industry experience across all of our major areas of focus. Our platform uses various methods - from qualifying questions to audience data - to ensure samples get into the right hands at the right time. This is crucial on the run up to the holiday season, when brands really want to make sure that every single interaction counts. Furthermore, our intelligent order processing technology filters out low-quality requests, so that brands can be confident that samples are reaching genuine, high-potential customers - and with a get one gift one campaign, their friends and family too.

From campaign set up and integration, through to shipping and ensuring on-brand experiences for consumers - even during peak holiday rush - SoPost sampling campaigns have got you covered. Once samples are delivered, we provide detailed reports and analytics, including post-trial purchase intent, opt-in rates and valuable zero and first party data. This information is key in providing brands with the tools they need to increase personalization. Not only because consumers are increasingly demanding personalization in their marketing messaging, but because some of the fastest-growing companies in the world generate 40% more revenue from personalization powered by the type of data SoPost provides. 

The holiday season is a golden opportunity for brands to connect with new customers and build lasting brand loyalty. With get one, gift one sampling campaigns, powered by SoPost, brands are giving themselves a competitive advantage during a very noisy festive season. They’re standing out by tapping into the emotionally generous spirit of the festive season - all the while, driving real business results.

Join them! Speak to SoPost about your holiday season sampling campaigns, and we’ll have you up and running in no time. Contact us today!