The Skimm wants to take the stress out of holiday shopping.
In an effort to take the stress out of holiday shopping, The Skimm, a media company that helps Millennials live smarter, will open a pop-up boutique and e-commerce shop.
“At the Skimm, we’re really insights driven and we always focus on time well spent and thinking about the routines of our audience,” said Danielle Weisberg, who cofounded The Skimm with Carly Zakin. The Skimm started seven years ago as a daily e-mailed subscription newsletter of bite-sized news and current events and now includes weekly Skimm Picks, Skimm Reads, the Skimm app, a podcast and a book.
Weisberg said 68 percent of their audience said shopping for gifts is their top stressor, 53 percent said they host friends and family for holiday events, 41 percent said they buy a self-care gift during the season and the majority travel for the holidays. Consequently, they broke down their merchandising strategy into four key categories: Gift Smarter, Party Smarter, De-Stress Smarter and Travel-Smarter, with items fitting each category.
Zakin said they’re focused on making the pop-up great and connecting with the community, and there aren’t plans at this point to take the pop-up concept to other cities around the country. Batiste, the presenting sponsor of the pop-up, will host a hair refresh station with on-site stylists offering touch-ups for shoppers. STARZ, another partnering sponsor, will host a recharging lounge on the second floor where guests can watch Starz Originals programming and receive giveaways, and Bose, a third supporting sponsor, will also activate in the space.
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