Gift guides are important because they provide insight into trends, allow recommendations for specific groups, and build brand awareness. Offering insight into current trends in gifting is particularly helpful when buying gifts for those hard-to-please friends or family members.  Guides also provide recommendations that cater to different age groups, interests, or hobbies, making it easier for you to find something unique and special for everyone on your list. Lastly, more brand awareness helps increase sales, while also serving as great social media content.