Have you actually asked any customers what they think about having the link there? Those I have spoken to don;t like the extra fussiness on the page, and if it has to stay would prefer it to open the link as another page so they don’t lose track of the shop they were in.
I don’t understand all this ‘bounce rate’ stuff, but if the button was put there because people weren’t exploring Folksy after visiting one shop have you taken into account that many of us will direct people to specific items in our shop from other places, and these people often want to just quickly buy that item, They might come back and browse Folksy another time after that, but I know with things like my pet signs and pet baubles I direct people here from Facebook and a Forum as they can just look at my listing and get the full specifications of the item. It’s unlikely that on these occasions they will go on to browse, regardless of whether there is a link to the gift guides or not.
It would be nice to have a wider range of gift guides. There is lots of art on here, but it never gets a gift guide of its own. If the gift guides were easier to find from the front page (I can never find the flipping things when I’m looking for them!) then perhaps we wouldn’t need the button?