Links from gift it lists to retailers may earn us a small commission. This never affects what's on anyone's list.
How it works
What happens when you click a buy link
When someone clicks a "buy" button on a gift it list, they're taken to the retailer's own website to make their purchase. gift it is not involved in that transaction — we don't process payments, hold stock, or fulfil orders.
1
Someone clicks a buy link on a list
The link passes through gift it's redirect, where we check whether the gifter has consented to affiliate tracking.
2
If consent was given — an affiliate tag is added
The redirect appends a short identifier to the retailer URL. This tells the retailer the visit came from gift it.
3
If consent was declined — no tag is added
The redirect passes straight to the retailer with no identifier. The gifter's shopping experience is identical.
4
The gifter buys the item at the retailer
If a purchase is made within the commission window (typically 24–30 days), the retailer pays gift it a small percentage. This comes from their marketing budget and does not affect the price paid.
The commission rate is typically 2–8% of the sale price, depending on the retailer and product category.It's paid to us by the retailer and has no effect on what a gifter pays at checkout.
Editorial independence
What we don't do
Our commercial model only works if people trust what's on their lists. So we maintain strict rules about what money can and can't influence.
- ✕Retailers cannot pay to appear on anyone's list, or to have their products recommended or promoted by gift it
- ✕Products are never ranked, sorted, or filtered based on affiliate commission rates
- ✕We don't earn more commission if someone adds a higher-priced item to their list — the wishlist creation journey has no commercial influence
- ✕We don't share personal wishlist data with advertisers or affiliate networks
- ✓The commission we earn reflects only what gifters actually bought — it follows the list, not the other way round
- ✓Declining affiliate tracking cookies gives you full, uninterrupted access to every feature of gift it
Affiliate networks
Which affiliate programmes we use
Affiliate links work through networks that connect publishers (gift it) with retailers. Here are the networks we work with and what that means for you.
| Network | Covers | Cookie window |
|---|
| AWINPriority | Approx. 40% of the top 250 UK retailers, including John Lewis, M&S, Boots, and many independent brands | Typically 30 days |
| Amazon Associates UKPriority | All Amazon UK product categories | 24 hours from click |
| CJ Affiliate | Selected UK and international retailers | Varies by retailer |
| Rakuten Advertising | Selected UK retailers | Varies by retailer |
| Skimlinks | Fallback for retailers not covered by the above networks | Varies by retailer |
If a retailer is not covered by any of our affiliate programmes, buy links still work — we simply earn no commission on that purchase.
Your control
Affiliate tracking and cookies
For affiliate commission to be recorded, the network places a small cookie on the gifter's device when they click through to a retailer. Under PECR (Privacy and Electronic Communications Regulations), we must ask for your explicit consent before this happens.
We do this in two places:
- When you create a gift it account, during onboarding
- When an anonymous gifter visits a list for the first time, via a consent banner
In both cases, accepting and declining have equal visual weight and prominence. Declining is always as easy as accepting. There are no dark patterns, no nag screens, and no features withheld if you say no.
You can change your preference at any time on our Cookie Settings page or from your account settings. Withdrawing consent stops affiliate tracking immediately.