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October 12, 2021
Facebook Finding New Ways To Reach Holiday Shoppers
Posted In: Retail Articles


Facebook has big selling plans for the holidays including initiatives that will encourage consumers to shop via live events and purchase from Black-owned and local companies.

From November 1, Facebook will host daily Live Shopping experiences on its namesake and Instagram platforms with brands such Benefit Cosmetics, Cocokind, Macy’s, Paintbox Nails, Tanya Taylor, Ulta Beauty, Vuori and Walmart sharing exclusive deals, the company noted. They will host live video presentations allowing consumers to shop the holiday trends from home. At the same time, consumers also will be able to purchase products on the Instagram Shop tab from drops to collections curated by creators and the Instagram @shop team. From the Facebook Drops destination, consumers can sign up to receive a notification about when an item might be available for purchase. 

The company is bringing back #BuyBlack Friday to highlight Black-owned businesses and providing weekly #BuyBlack collections on Facebook and Instagram. From November 5, shoppers can tune in every Friday during the month to the #BuyBlack Friday show, according to Facebook. The show will feature Live Shopping segments from Black-owned businesses including Shaquanda’s Hot Pepper Sauce, House of Takura and Obia Naturals, in addition to special guests and other surprises. Shoppers also can check out #BuyBlack collections, available weekly in the Facebook Shop tab starting November 1 and on the Instagram Shop tab starting November 5.

Facebook also plans to showcase exclusive gifts and deals from stores on its Shops platform that will be available when people make purchases on Facebook and Instagram, it pointed out. Consumers will see exclusive Shops gifts when they checkout on Facebook or Instagram. This season, they can find gift deals on Facebook and Instagram, such as 20% off first purchase and free shipping, when consumers complete an eligible purchase directly on the company’s apps. And when they make an eligible purchase directly on Facebook or Instagram, consumers also can refer up to 10 friends to take advantage of an exclusive deal.

Facebook also is facilitating local shopping through its marketplace operations, characterizing its approach as an easy and eco-friendly way to discover unique and hard-to-find gifts. Consumers can arrange pickup and drop-off times for purchases via Facebook Messenger and even create meetup plans for in-person transactions, including location, time and date, then share them with friends to encourage safer interactions, the company stated. 

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