Celebrate American Wool This Holiday Season

The American Wool Council (AWC) is marking the 10th annual American Wool Holiday Gift Guide with its “Made to Be Meaningful” campaign, designed to showcase the value, performance, and sustainability of American-grown wool.



This year’s guide features 15 modern, stylish products including some new brands like Ebbets, Devium, and Heatstrap, proving wool isn’t just for sweaters - it’s functional, design-forward, and built to last. Gift guides remain a powerful tool: 81% of shoppers use them to discover new brands, and shoppable guides boost purchase intent by up to 48%.

AWC is reaching consumers through multiple channels:

• Direct Mail: Three postcards sent to 10,000 targeted consumer households highlight the people, products, and sustainability behind American wool. Print campaigns generate up to 9x higher response rates than email.

• Digital Outreach: Paid and organic social posts, plus display ads placed across major lifestyle, outdoor, home décor and sustainability websites, are expanding wool’s reach beyond AWC’s 70,000+ followers. Campaigns combining print and social increasing brand lift by 66%.

Together, these efforts raise awareness of American wool, spotlight natural fibers, build long-term demand, and strengthen ties with wool brands nationwide.

Shop the guide and celebrate wool that’s truly Made to Be Meaningful: https://www.americanwool.org/2025giftguide/

Source: ASI