Instagram Launches “Holiday Picks”

Live Shopping has become a trend due to the COVID-19 pandemic. It allows brands and businesses to enable product checkouts during a live broadcast on social media. Instagram introduced live shopping last August 2020 with an “Add to Bag” button to facilitate real-time sales. The platform also allows the option to add 3 guests and schedule IG live shopping. Today, Instagram launches “Holiday Picks.” 

Instagram Launches “Holiday Picks”

“Holiday Picks” are exclusive live shopping drops and offers from Black-owned and unique brands and businesses. Like the previously concluded 10-day live shopping event on Instagram, the catch is a 20% off on the first purchase and free shipping when one completes the eligibility requirements. 

Holiday Picks Series

Holiday Picks offers a star-studded line up of brands and celebrity guests to host a series of live shopping as follows:

  • A weekly line up of Guest Edit collections from superstars like Paloma Elsesser (@palomija)
  • #BuyBlack Live Shopping on the 5th, 12th, and 19th of November featuring Zerina Akers (@zerinaackers), award-winning stylist and founder of @blackownedeverything.
  • Exclusive designer collaborations with Vogue and Gypsy Sport (@gypsysport) on the 11th of November
  • Limited-edition jewelry and home goods collection of VEERT (@itsveert) on the 15th of November with founder Julia Lang (@julialang). The show will be hosted by Dennis Todisco, head of streetwear and sneaker partnerships at Instagram. It will also await possible surprise appearances of Swizz Beatz (@therealswizzz), and Westside Gunn (@westsidegunn).
  • Holiday Pop-Up Shop LIVE from the 5th of December to the 12th of December.
  • Exclusive designer collaborations with Vogue and The Met Store (@themetstore) and Brother Vellies (@brothervellies) on the 6th of December.

Gift Guides

Besides the lie shopping series, Holiday Picks will also feature gift guides to provide Shops inspirations:

  • On the 15th of November, @shop will be launching Gift Guides by price — under $10, $20, $50, $100, $150, and $250
  • Starting the 29th of November, @shop will be launching All That Glitters is Gold. It features beauty inspo and unique tableware to set the holiday mood from @caviair, @chefanieass, and @toodbeauty.

Instagram launches “Holiday Picks” on 02 November 2021.

Implications for Marketers: 

Live shopping on Instagram holds a major potential to boost eCommerce within the platform. For marketers, they can get inputs from “Holiday Picks” on how to better host live shopping events and increase impulse buying sales. 


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