What’s the Story?

Coresight Research will hold its second annual 10.10 Shopping Festival on October 10, 2021, in partnership with livestream shopping platforms Smartzer and CommentSold and live, one-to-one selling platform Ghost Retail. We explore the details in this report.

The 10.10 Shopping Festival 2021: A Primer

The 10.10 Shopping Festival is a shopping holiday that was launched in 2020 by Coresight Research. Created amid the upheaval and uncertainty of the Covid-19 pandemic last year, 10.10 was established with the goal of supporting retailers in challenging times. The benefits to retailers included bringing demand for holiday shopping forward and, so, helping to alleviate the strain of supply chain logistics at the busiest time of the year.

In its inaugural year, the 10.10 Shopping Festival had 49 participating retailers and brands and had the backing of 13 supporting partners, which included technology firms, startups and industry bodies. Charitable giving is a key differentiator of the 10.10 Shopping Festival: In 2020, the event supported 13 charities.

This year, 10.10 will again provide retailers and brands with opportunities to showcase special deals, new products or compelling offerings. In 2021, Coresight Research has partnered with livestream shopping platforms Smartzer and CommentSold and live, one-to-one selling platform Ghost Retail to bring a livestreaming focus to the 10.10 Shopping Festival. The livestream event will run 10.00 a.m.–10.00 p.m. EDT on October 10.

Participants—retailers, brands and even charities—will be encouraged to engage with the hottest and fastest-growing sales medium in retail: livestreaming e-commerce, or shoppable video. The festival will be focused on accelerating US consumer adoption of livestreaming; Coresight Research survey findings from March 2021 indicate that just 31.5% of US consumers have watched a shoppable livestream, indicating huge opportunity in the online live-shopping space.

Lisa Mason, QVC and HSN host, and Sarah Williams, on-air host and performer seen on Amazon Prime, CBS, E Network and Yahoo Productions, will be hosting 10.10 livestreams.

Who Can Participate?

Like in 2020, the 10.10 Shopping Festival aims to give back to charities, and we identify opportunities for charitable organizations to undertake activities in their own right and to partner with brands and retailers to drive donations. Participating retailers are committing to donate at least 5% of sales to partner charities.

10.10 is open to all retailers and brands that want to participate in an innovative way of connecting with their customers.

Companies can request to be sponsors for parts of the event, enabling firms in the wider retail industry to participate.

Consumers will be able to access the event on multiple sites or apps and will be encouraged to shop early for the holidays.

What Are the Benefits?

For retailers and brands, 10.10 offers a number of benefits:

• It provides opportunities for companies to give back and to be associated with charitable efforts.
• It will enable companies to kick-start their holiday quarter with a high-profile, innovative event. In doing so, it will pull forward some holiday spending and thus help to alleviate supply chain pressures such as in fulfillment.
• Companies will be encouraged to participate via the still-new medium of livestream e-commerce. This will enable those new to livestreaming to trial the medium in a one-time, highly time- and commitment-limited way. Retailers and brands can connect with livestreaming enablers such as platforms and advisors, providing a valuable introduction for new entrants.

Participating Retailers, Brands and Charity Partners

Retailers and Brands

Charity Partners

How Can I Find Out More or Take Part?

Companies and charities interested in participating or requiring more information can contact the 10.10 team via 1010Festival@coresight.com or through the official website.

Leading up to the event, Coresight Research will publish a series of reports that include a more detailed view of the 10.10 Shopping Festival and regular updates. Keep checking coresight.com for the latest publications.