M&S launches week-long live shopping event

We’ve been watching livestream shopping really taking off this year and only this week specialist Whatnot, for instance, detailed how strongly sales through its platform rose over the Black Friday period.

And now UK retail giant M&S wants a piece of the live action. The company said it’s this week making the festive season “stress-free with its Live Shopping event, giving customers a front-row seat to the very best of Christmas at M&S”.

It’s broadcasting live from its in-house studios via its Facebook page and Instagram feed and offering products “from star-power party looks to dream-worthy tablescapes and ‘how did you know?!’ gifts, think of it as having a party planner, personal shopper, and fashion stylist all at the touch of a button”.

Ok, so we know the kind of products that it’s making available, but what are the details? It launched Monday and runs for five days with the company saying it’s “teaming up with some of the UK’s most-loved influencers to deliver expert tips, trend-led ideas, and insider inspiration across fashion, beauty, gifting, and hosting”.

And that’s key for live shopping as it’s important that its as much about being an experience as just a shopping process with the emphasis on entertainment.

The company said it’s focusing across a range of price levels given its research that shows 40% of shoppers are planning to spend the same as last year, 20% will be spending more, and 20% tightening their belts. And it added that the Live Shopping experience “combines seamless social-first streaming with handpicked offers that deliver real value and something for every budget”.

Monday was all about kids’ products and Tuesday focuses on Beauty & Home with Sarah Jossel and Katherine Ormerod. Wednesday will be about “Gifting & Hosting 101” with Laura Jackson while Thursday will focus on “must-have styles for men + something for everyone” with Vernon Kay and Kris Donnelly. Finally Friday’s theme will be “now trending” with Nana Acheampong and Pip Hodgson.