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Brands are banking on live shopping this holiday season

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Brands are banking on live shopping this holiday season

Welcome to Glossy’s Holiday Countdown, a bi-weekly guide to the new and noteworthy strategies brands and retailers are employing to capitalize on holiday spending.

Many brands have accepted that, to effectively compete this holiday season, last year’s marketing playbook won’t cut it.

More brands are gravitating toward live shopping, a growing channel that is set to play an outsized influence on shopping trends. According to data from eMarketer, livestream retail sales in the U.S. are set to reach nearly $20 billion this year. And annual spend per buyer on livestreams is growing by 23% to an average of $339.27.

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