gimmick

American  

[gim-ik] / ˈgɪm ɪk /

noun

gimmicks plural

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

Derived Forms

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

Inflected Forms

Nouns

• gimmicks
  plural

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

See Examples For:

gimmick gimmicks

Addressing staff, he said it would be the "nerve centre for a rewired Britain" and not a "short-lived gimmick".

From Barron's ● Jul. 26, 2026

Read more: New ‘Ex-Elon’ ETFs let you avoid SpaceX and Tesla — but are they just a gimmick?

From MarketWatch ● Jul. 10, 2026

Some critics have called Your Fault: London clichéd, unnecessary and "fanfiction-like" - Variety said the first film in the trilogy was "a trashy gimmick" and a "tasteless" adaptation of "tawdry teen literature".

From BBC ● Jun. 17, 2026

If people are saying, “Oh, it’s just a gimmick, you shouldn’t do it,” I’d say that’s an absurd argument at its core.

From Salon ● Jun. 15, 2026

Thoroughly worried, I went back to my desk hoping that some gimmick might emerge to salvage the like-with-like idea.

From "Double Helix" by James D. Watson

Ceremonies deemed to be "gimmicks" that risk trivialising the legal act of marriage would not be allowed.

From BBC ● Jul. 24, 2026

What doesn’t work are gimmicks like slapping protein into old brands.

From The Wall Street Journal ● Jul. 19, 2026

“They’re gimmicks, and the Supreme Court is not usually impressed by gimmicks.”

From Salon ● May 28, 2026

The three resorts enjoyed expansion and growth throughout the 2010s by utilizing low prices, gimmicks and attractions to lure guests.

From Los Angeles Times ● May 8, 2026

“I’m gonna fix you up with a new route and give you another chance. I got some merchandising gimmicks maybe help you out.”

From "A Confederacy of Dunces" by John Kennedy Toole

Related Words

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