Morning Brew - ☕ Deck the stalls

NYC’s holiday markets.
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November 10, 2023

Retail Brew

TikTok Shop

It’s Friday, and if you’re in the market for military discounts, try BJ’s, CVS, Kohl’s, Lowe’s, Sam’s Club, Target, Under Armour, Timberland, Lululemon, Foot Locker, Carhartt, or Adidas, among others. In fact, many retailers offer discounts for active-duty and retired service members and first responders, and not just on Veterans Day.

In today’s edition:

—Erin Cabrey, Jeena Sharma, Alyssa Meyers


On the (holiday) market

Shoppers at the shops at the Winter Village at Bryant Park Urbanspace

Just a few days after Halloween, it was beginning to look a lot like the holiday season as shoppers flocked to the festive shops at New York City’s Bryant Park Winter Village, popping in and out of its red-and-green “jewel box” kiosks in search of holiday gifts or a bite to eat.

These 190+ booths are operated by Urbanspace, which has been curating public markets in the city for over 30 years.

The company began in London in the 1980s, running Camden Lock market and other markets across the UK. When Urbanspace president Eldon Scott expanded the business to the US in 1993, he opened several holiday markets: first at Union Square and Columbus Circle, and eventually Bryant Park, the market in midtown Manhattan which Urbanspace took over curating in 2016.

The Bryant Park market opened on October 27, with the other two to follow later this month. Just a few blocks away from the Rockefeller Plaza, home of the Rockefeller Center Christmas tree, the market attracts 4 million visitors over the two-ish months it’s open, according to Urbanspace. Its sales have continued to rise since 2019, Scott told Retail Brew, and while the market itself can’t grow too much, constrained to Bryant Park’s 9.6 acres, it managed to squeeze in about 20 more booths since last year, and is also adding a new online platform to take the market’s vendors beyond the park.

Keep reading here.—EC



Lights! Camera! Viz!

TikTok Shop

What if we told you there was a place you could go to discover new brands, learn a makeup hack, and watch all kinds of next-level content from the world’s most beloved creators?

This wonderland exists, and it’s called TikTok (obvs). But get this: They just unveiled TikTok Shop—the new in-app shopping experience that’s a one-stop, entertainment-based game changer for your brand.

Powered by TikTok’s unique discovery engine, it enables brands and creators to showcase and sell products directly on ~the scroll~ so you can reach new customers and authentically connect with communities to boost your numbers.

TikTok Shop even gives sellers insights into sales, viewership, and engagement data, all neatly organized in super-intuitive dashboards.

Put your brand in the spotlight.


Baby, it’s Dior outside

Moonbug Entertainment clip Giphy/Moonbug

Ever wondered what’s next in the world of fragrance? Well, you can stop wondering, because it’s a $230 fragrance for babies.

The creator of this product? None other than French luxury retailer Dior. Officially dubbed “Bonne Etoile,” the perfume comes with “notes of juicy pear, cotton wool, and petals,” and is part of Baby Dior’s fragrance and skincare line for infants.

The scent, which is an “eau de senteur,” aka a mild perfume, was concocted by perfumer Francis Kurkdjian without irritating alcohol, and is supposed to mark a baby’s “very first step into fragrance,” per Dior.

Meanwhile, the skincare line, which includes three products—La Mousse Très Fondante and L’Eau Très Fraîche cleansers and Le Lait Très Tendre moisturizer—is also available for doting parents and grandparents who want to give their bundle of joy a little bit more than the regular baby wipe, talcum powder, and baby oil routine.

Keep reading here.—JS



Keep your Coolidge

Jennifer Coolidge in bed applying lip gloss for an ad for e.l.f. Cosmetics Screenshot via e.l.f. Cosmetics/YouTube

Nine months after Super Bowl 57, there aren’t many people who are still talking about it—with the exception of the e.l.f. Cosmetics marketing team (and the Kelce family, probably).

The beauty brand first partnered with The White Lotus actor Jennifer Coolidge for its Super Bowl ad earlier this year, a 30-second spot highlighting its Power Grip ultra-sticky makeup primer—during which Coolidge’s face gets stuck to her phone and a shower door.

A couple months later, Coolidge posted an outtake from filming the ad on social media in which she joked about creating her own lipstick with names like “dirty pillows” or “swollen.” On Sept. 27, Dirty Pillows became a reality in the form of a lip kit—and within a day the kit had sold out, according to Patrick O’Keefe, VP of integrated marketing communications at e.l.f.

There are a few reasons why e.l.f. executives suspect the Cooldige ad and product collaboration have grown so popular.

Keep reading here on Marketing Brew.—AM



TikTok Shop

Boosted growth + sales? Say no more. TikTok Shop connects your brand with an audience of millions (150m in the US and growing, to be exact) so you can showcase and sell products directly within TikTok’s highly coveted feed. We’re talkin’ shoppable videos, LIVE shopping opportunities, store pages—you name it. Crush the numbers.


Shipping woes no more

Supply chain virtual event promo. Morning Brew

In 2020, we all experienced the frustration of delayed packages. Now, let’s dive into the solutions and innovations that experts are employing to tackle supply-chain challenges. Join us for a discussion with Corey Farrell, the COO of Misfits Market, as we explore the latest technologies, sustainability initiatives, and more that are reshaping the world of retail supply chains. Register today!


Today’s top retail reads.

Tough choices: Underwear startup Parade, which saw a meteoric rise for its inclusive messaging, seems to be struggling to choose between growth and profitability and facing a potentially murky future. (Business of Fashion)

Smoke screen: Despite a widespread belief that cannabis is legal in the Netherlands, it is actually not (it’s just “tolerated” in small amounts). But starting this year, three companies have been officially approved to domestically grow and supply cannabis to coffee shops. (Bloomberg)

A single formula: Companies are relying on catchy slogans promoting huge discounts and low prices to entice customers for Singles Day. (CNN)

Creator collab: Time to level up your brand with TikTok Shop. Connect and build campaigns with top-notch creators to create content and share your products with their audience. Start building.*

*A message from our sponsor.


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