When shoppers look for ways to send gifts online, they often face one big dilemma: What will the receiver actually like? This is where customisation bias comes in—a psychological principle that explains why people prefer products tailored to them. And in the world of gifting, nothing leverages this bias better than personalised gift cards.
Today, brands, marketplaces, and reward platforms are seeing higher engagement and conversion rates simply by adding customisation options—names, messages, themes, even personalised spending categories. Let’s break down why this works so well.
What is Customisation Bias?
Customisation bias is our natural tendency to value products more when we feel personally involved in their creation.
It’s why people choose custom playlists over suggested ones, or personalised skincare instead of generic solutions.
When applied to gifting, this bias becomes even stronger because it carries emotional meaning.
Gift cards used to feel “too general.”
But personalised gift cards eliminate that barrier and create a sense of thoughtful intention—without the risk of choosing the wrong gift.
Why Personalised Gift Cards Convert Better
1. They Create Emotional Ownership
The moment someone sees their name, a custom design, or a personal note, the perceived value spikes.
It feels made for me, which increases redemption and engagement.
This is why even brands offering discount-based cards—like those with a Nykaa coupon code—see better click-through and conversion when the design or message feels tailored.
2. They Reduce Choice Anxiety
Traditional gifts bring uncertainty.
Will they like the colour? The size? The brand?
A personalised gift card strikes the perfect balance:
- Specific enough to feel thoughtful
- Flexible enough for the receiver to buy what they really want
This dramatically reduces buyer hesitation and cart abandonment, especially for those wanting to send gifts online quickly.
3. They Improve Digital Gift Unboxing
Personalisation isn’t only about the card—it’s about the experience.
Modern gift-card platforms let users:
- Add photos
- Add voice notes
- Select themed templates
- Schedule timed delivery
These extra layers produce a richer digital “unboxing,” boosting satisfaction and shareability on social media.
4. They Increase Perceived Spendability
A personalized message subtly encourages spending.
Psychologists say people feel more committed to using a gift when it includes personal involvement from the giver.
For ecommerce brands, this means:
- Higher redemption rate
- Faster conversions
- Reduced dormant balances
This makes personalised gift cards a strategic revenue driver.
5. They Strengthen Brand Memory
Personalised cards create micro-moments.
Even after redemption, people remember:
- The brand where they used it
- The experience of getting a customised card
- The emotional connection
Result? More repeat purchases—even when using a Nykaa coupon code or other offer-based cards.
Why Customisation Works Especially Well in Online Gifting
When buyers choose to send gifts online, they rely on digital cues to express emotion.
This creates a psychological gap—no physical wrapping, no in-person delivery, no face-to-face excitement.
Personalised gift cards fill this gap through:
- Unique designs
- Personal touches
- Video or audio greetings
- Instant yet emotional delivery
They feel modern, memorable, and meaningful.
How Brands Can Use Customisation Bias to Boost Conversions
Here are simple tactics that consistently lift performance:
✔ Add name-personalization on the gift card
✔ Allow customised messages or photos
✔ Enable themed designs (birthday, Diwali, friendship, corporate rewards)
✔ Provide instant sharing (WhatsApp, SMS, email)
✔ Offer combined value + discount perks (e.g., add a Nykaa coupon code inside)
✔ Use preview-before-send features
✔ Let corporate buyers bulk-customise their cards
This combination of psychology + digital convenience leads to significantly higher conversion and engagement.
Conclusion: Personalisation Isn’t a Feature—It’s a Conversion Strategy
Customisation bias is one of the most powerful psychological triggers in ecommerce gifting.
It explains why personalised gift cards outperform regular ones across:
- clicks
- conversions
- engagement
- redemption
- repeat purchases
As more shoppers look to send gifts online, brands that offer tailored gift-card experiences will dominate the digital gifting landscape.
