Notonthehighstreet is the UK's largest personalised gifting marketplace, running massive seasonal ad campaigns to connect shoppers with thousands of independent makers.
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See all ads on AdLibrary →Notonthehighstreet (NOTHS) is the UK's leading personalised gifting marketplace, founded in 2006 by Holly Tucker and Sophie Cornish. It connects thousands of independent small businesses to consumers seeking unique, often personalised gifts for every occasion, operating entirely online via a DTC marketplace model.
Notonthehighstreet runs one of the UK's largest seasonal gifting ad operations, with Q4 (particularly the Christmas gifting window) accounting for a disproportionate share of annual revenue and ad spend. Their core creative approach is occasion-first: ads lead with the gifting moment (new baby, wedding, birthday) rather than the product, making them feel emotionally relevant rather than transactional. Maker stories — spotlighting the small businesses behind products — add authenticity that generic marketplace ads lack. Explore their current creative at <a href="https://adlibrary.com?q=Notonthehighstreet&type=3">AdLibrary</a>.
Facebook is particularly important for NOTHS given its older gifting demographic (35-60 year old women purchasing gifts). Instagram handles younger audience acquisition and aspirational discovery. Dynamic product ads powered by their large product catalogue run year-round, serving personalised creative based on browsing history. TV advertising supplements digital spend during peak gifting windows, creating a brand halo that improves social ad efficiency.
Copy focuses relentlessly on the gift recipient and the occasion: 'The perfect gift for the person who has everything', 'Find something as unique as they are'. The small-maker narrative — 'Made by real people, not factories' — differentiates NOTHS from Amazon and Etsy in the personalised gifting space. Product personalisation features (name engraving, custom text) are highlighted as key conversion points.
NOTHS demonstrates how a marketplace can build brand differentiation through curation positioning rather than competing on breadth. Their 'small maker' narrative creates emotional stickiness that price-comparison marketplace ads cannot replicate. For brands in the gifting space, their occasion-first creative strategy — where the emotional moment leads and the product follows — consistently outperforms product-first ads in gifting categories.
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