The Holiday Gift Guide is consistently the top-performing guide at Backcountry. For the 24/25 Season, I developed an aesthetic that ties into traditional ski cabin nostalgia to launch our winter collection of gear and apparel. We built the entire set from scratch—built and painted the walls, installed the hardwood flooring, and set-dressed with vintage furniture, ski signage, and props. The end result was everything I was hoping it would be.

We also developed custom pennant flags to showcase each of the focus categories.

We continued the set builds to encapsulate all of the various personas we’d be marketing to.

The result? Our most profitable Holiday Gift Guide ever. The combined sales during this timeframe doubled the previous year. Turns out, a creative vision unified by a cohesive omnichannel campaign resonates with customers and inspires them to buy. Yay, creative!