As syndicated user reviews and other "2.0"-type e-commerce experiences gain cred, a number of sites are using user content to spread the commercial cheer. Whether the social shopping fad will have any effect on this year's holiday buying season, however, remains to be seen.

"There's a lot of supply, but it's unclear whether or not there's the demand," for social shopping services, said Forrester Research Senior Analyst Sucharita Mulpuru. "These are interesting ideas, but it's still a little early," she continued.

Several companies have deployed blog and video content to assist Web users' gift buying process. Best Buy is sponsoring a gadget guide pooling reviews of new tech products from across the Federated Media Publishing blog network. The $179 Staywell Infra-Red Dog Door, for instance, is featured in a post from Uncrate, a men's shopping blog in FM's network. The guide also features product reviews and posts from other gizmo-crazed blogs in the network, such as Street Tech and XYZ Computing, both of which are running Best Buy banners.

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