'theSkimm' Launches Holiday Ecommerce, Pop-Up Shops

theSkimm has launched a curated holiday ecommerce shop, which will be followed by a brick-and-mortar pop-up in Manhattan later this month.

The Celebrate Smarter Shop went live today. Most of the items are direct-to-consumer brands, with products ranging from $8 make-up remover swabs to $399 Bose headphones. While the six-month Winc Gift Certificate is the priciest item on the site, 70% of the products are under $50. 

The three-story pop-up shop, located at 909 Broadway, opens on Black Friday, November 29, and will run through December 24.



First-party data revealed its audience, on average, spends 20 hours prepping for the holiday season, theSkimm says.

“Our audience has always looked to theSkimm for smart product recommendations. With the Celebrate Smarter Shop, we wanted to go a step further and Skimm the entire holiday shopping experience,” stated theSkimm’s cofounders-coCEOs Carly Zakin and Danielle Weisberg. 

“We want to save you time, cut back on stress and help you give the best gifts this season,” they added.

The items for sale are separated into four collections: De-stress, Gift, Party and Travel

The shop features apparel from ADAY and Primary; plants and planters from The Sill; skincare from Ursa Major, Wander Beauty and Paradox; accessories from Nisolo, Artemis Designs and State Bags; nail colors from Fluide; candles from Otherland; cookware from Material; and fitness gear from Amanda Kloots.

The pop-up shop will feature live programming and events, including podcast tapings of “Skimm’d from the Couch” and holiday workshops.

Batiste, STARZ and Bose are sponsors of the pop-up. Batiste, the presenting sponsor, will host a station with on-site stylists to do hair touch-ups for shoppers. 

STARZ will host a recharging lounge on the second floor, where guests can watch STARZ Originals programming. Bose will host an activation in the space.

theSkimm has gained an audience of more than 7 million since its launch in 2012, according to the company. Its newsletters gained popularity for breaking down news for a millennial female audience.

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