gimmick

American  

[gim-ik] / ˈgɪm ɪk /

noun

1. an ingenious or novel device, scheme, or stratagem, especially one designed to attract attention or increase appeal.

   Synonyms:

   angle, ploy, ruse, plan, stunt

2. a concealed, usually devious aspect or feature of something, as a plan or deal.

   An offer that good must have a gimmick in it somewhere.

3. a hidden mechanical device by which a magician works a trick or a gambler controls a game of chance.

4. Electronics Informal. a capacitor formed by intertwining two insulated wires.

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verb (used with object)

1. to equip or embellish with unnecessary features, especially in order to increase salability, acceptance, etc. (often followed byup ).

   to gimmick up a sports car with chrome and racing stripes.

verb (used without object)

1. to resort to gimmickry, especially habitually.

gimmick British  

/ ˈɡɪmɪk /

noun

1. something designed to attract extra attention, interest, or publicity

2. any clever device, gadget, or stratagem, esp one used to deceive

3. a device or trick of legerdemain that enables a magician to deceive the audience

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Other Word Forms

• gimmicker
  noun
• gimmickry
  noun
• gimmicky
  adjective
• ungimmicky
  adjective

Etymology

Origin of gimmick

An Americanism dating back to 1925–30; origin uncertain

Explanation

A gimmick is a trick intended to attract attention. If you lure crowds to your bake sale by having popular football players handing out samples in front of your booth, that’s a gimmick. A gimmick is often used by businesses to sell a product. As a sales gimmick, your local bank might offer free microwave ovens to people who open new savings accounts. A TV show may air a live episode as a gimmick to get people to watch the show. The word sometimes has a slightly negative connotation — there’s often some flashy trickery involved in a gimmick and it doesn’t always add value to what’s being sold.

Example Sentences

Appeared in the October 8, 2025, print edition as 'CBS Deal Smells Like a Gimmick'.

From The Wall Street Journal • Oct. 7, 2025

Gimmick or genius, “ABBA Voyage” is booking in London until May 2023, with a world tour planned after that.

From Seattle Times • May 27, 2022

GIF: TP-Link Best Gimmick: TP-Link Archer AXE200 Omni Does it actually matter which way you point the antennas on your router?

From The Verge • Jan. 7, 2022

Gimmick piled upon gimmick, and it was too bad, because it obscured the fact that Mr. Gaultier is still a master at making a sleeveless gold shirtdress and a beige anorak look ineffably chic.

From New York Times • Jan. 27, 2016

"Nameless bodies in unremembered rooms / Know how a man becomes a beast when the wolfbane blooms," goes the chorus of "Werewolf Gimmick," about a wrestler in search of an in-ring identity.

From Los Angeles Times • Apr. 6, 2015

Related Words

• artifice
• device
• fun
• gadget
• gizmo
• instrument
• maneuver
• method
• ploy
• ruse
• stratagem
• stunt
• trick