Major U.K.-based fashion retailer Topshop is importing Pinterest directly onto its website to aid holiday shoppers.

Launching Friday, Nov. 8, the Pinterest campaign—dubbed “Dear Topshop”—is intended as a user-friendly interactive gift guide. Using a pull-down multiple choice menu, users will tell the site what they are looking for—e.g., “a gift that will wow”—and for whom (someone who loves “getting all dressed up”). Topshop then provides options to choose from.

The retailer is encouraging shoppers to pin inspirational holiday-themed boards, which can be entered into contests to win prizes such as shopping sprees worth up to $1,000. 

Though this isn’t the first instance of a major retailer using the image-sharing platform for promotional purposes (J. Crew used it in September 2013 to introduce its fall style guide), we suspect it certainly won’t be the last.  

JCK