Today, the BBC reports that an increasing number of Brits are turning to AI tools for Christmas shopping inspirationi. However, Superdrug’s Shop Live service, rebranded as
‘The Sleigh Line’ for the festive season, shows that AI doesn’t always fulfill shoppers’ needs, with many still preferring tailored, human advice that brings confidence to their gifting.
Throughout December, Superdrug is giving shoppers instant, one-to-one access to some of the UK’s leading beauty experts for tailored gifting help, bringing the rising trend of digital personal shopping to life in a uniquely human way.
Superdrug’s virtual gifting helpline, staffed by trusted beauty, hair, skincare and fragrance experts, has already seen major festive success, with customers seeking out human advice that delivers more personal choices, better suggestions and stronger gifting
options.
The Sleigh Line Squad unites some of the best-known voices in beauty, including Sarah Jossel (Beauty Columnist), Dr Nora (Leading Dermatologist), Ateh Jewel (Superdrug Coils, Curls & Waves Creative Consultant), celebrity hair stylist Jack Luckhurst and fragrance
expert Haydn Williams giving customers direct access to industry-leading insight exactly when they needed it most.
Early Shop Live performance insightsii show that shoppers who used ‘The Sleigh Line’ were:
- More likely to find the perfect present
- Spending up to three times more when guided by personalised, expert-inspired recommendations
- Feeling more satisfied with their gifting choices
This surge highlights that, at a time when automated advice is becoming the norm, many consumers still value authentic human connection when making meaningful gifting decisions.
Superdrug’s trained Shop Live advisors remain equipped with their guidance, offering free, real-time chats via Superdrug.com to help shoppers with personalised suggestions based on who they’re buying for, their budget, and trending products.
Simon Comins, Superdrug chief operating officer, said: “The festive season can be overwhelming, and with so much choice, the Sleigh Line brings real experts directly to customers to help them choose gifts with confidence. It’s personal shopping for the
festive season, it’s fast, fun and genuinely helpful. Our Shop Live advisors are happy to share this expert-inspired guidance all December long.”
So, if you’re still searching for a stand-out stocking filler, a bestseller for someone special, or simply need inspiration, visit
Live via Superdrug.com to chat directly with trained advisors for free personalised gifting support.
