POPSUGAR Expands Its Content x Commerce Offerings With Ninth Annual Holiday Gift Guide Show

“Best-Kept Secrets,” POPSUGAR’s Holiday Gift Guide Show Will Air on December 3, 2021 Across POPSUGAR’s TikTok, YouTube, Instagram, Facebook, and Website

Group Nine Also Launches New Partnership With Fast’s One-Click Checkout For Seamless Holiday Transactions

Company Release
November 23, 2021

SAN FRANCISCO – (November 23, 2021) – POPSUGAR, the no. 1 most engaged-with women’s lifestyle site globally [source: Comscore, July 2021], today announced the return and expansion of its ninth annual Holiday Gift Guide Show, “Best-Kept Secrets.” For the first time ever, POPSUGAR’s holiday shopping experience will premiere on POPSUGAR’s TikTok and simulcast on its Instagram, YouTube, and Facebook channels and on December 3rd at 5p PT/ 8p ET. Sponsored by QVC and HSN, Massage Envy, and Carolina Herrera, the “Best-Kept Secrets” Holiday Gift Guide Show will feature exclusive gift picks along with fun-filled segments, celebrity drop-ins, and groundbreaking giveaways from QVC and HSN across POPSUGAR’s leading categories including beauty, fitness, wellness, home and tech. In this ultimate POPSUGAR gamified shopping experience, audiences will celebrate together and receive product inspiration for the perfect gifts this holiday season – giving a whole new meaning to #TikTokMadeMeBuyIt.

“POPSUGAR is a leader in the content x commerce space with more than 80 million consumers engaging with our editors’ product recommendations over the last year alone. We are meeting our audience where they are shopping this year by expanding our annual Holiday Gift Guide Show to TikTok, Instagram, YouTube, Facebook and beyond,” said Angelica Marden, President at POPSUGAR. “Our holiday shopping website content will also leverage new-to-market, one-click checkout technology via Group Nine’s new partnership with Fast in order to make the shopping process seamless for our young, mobile-first audience.”

“Best-Kept Secrets” Holiday Gift Guide Show

“Best-Kept Secrets” airs on December 3rd, 2021 at 5p PT/ 8p ET across POPSUGAR’s TikTok, YouTube, Instagram, Facebook and website.

Host Sierra Chanell Patrick will bring in POPSUGAR Beauty, Trending, and Commerce editors, along with special guests including Tia Mowry, the Pitman Sisters, Marawa, and the founders of Luna Magic, to act as our audience’s secret shoppers and share their best-kept gift-giving secrets for this holiday season. Each guest will reveal affordable, unique gifts and offer relatable and attainable gifting solves with a curated mixture of products across POPSUGAR’s leading categories.

“At QVC and HSN, we offer holiday shoppers the joy of discovery every day through engaging, interactive shopping experiences,” said Brian Beitler, Chief Marketing Officer for QVC US and HSN. “POPSUGAR’s Holiday Gift Guide Show gives us the added opportunity to showcase some of our top brands and fresh new products for the holiday season in an innovative way. Across our streaming, mobile, broadcast, and social platforms we connect with shoppers wherever and however they prefer to shop, and we are excited to expand our reach to the POPSUGAR community and inspire new customers with holiday gift ideas.”

POPSUGAR’s TikTok-First Holiday Gift Guide Show is the latest example of the digital publisher’s innovative content x commerce strategy to reach young audiences where they are. A recent study found that TikTok is the third most likely way Gen Z consumers will buy a product -- after friends’ and family recommendations [source: IRI Worldwide].


Group Nine, POPSUGAR’s parent company, is also partnering with Fast to utilize their one-click, headless checkout technology. Through the partnership, POPSUGAR will create “It’s a Wrap,” an all-new shoppable destination to help readers navigate this busy shopping season with gifting inspiration – all without ever having to leave POPSUGAR’s website. POPSUGAR editors will uncover and curate hundreds of viral and on-trend product picks from Fast merchants like Saks OFF 5th, Hue/No Nonsense, Skin Elite, and more. With Fast headless checkout, readers can purchase at the point of discovery with one click.


POPSUGAR is the go-to resource for women looking for product recommendations. Over the last year, more than 80M readers have engaged with POPSUGAR’s shoppable content, generating nearly 600M pageviews and increasing gross merchandise value by more than +40% YoY [source: Trackonomics, 2021; Google Analytics, 2021].

POPSUGAR is the #1 most engaged-with Women’s Lifestyle site globally [Source: Comscore, July 2021]. The company reaches young women through its positive and purpose-driven content across multiple platforms, spanning entertainment, fashion, beauty, fitness, parenting, and more. POPSUGAR reaches 1 in 2 millennial women in the United States and leads all women’s lifestyle publishers in user engagement [Comscore & Platform Analytics, 2019]. In November 2019, POPSUGAR joined Group Nine Media, the #1 video publisher on mobile in the U.S., and home to The Dodo, NowThis, Thrillist and Seeker [Nielsen DCR, June 2020].



Pierce White, POPSUGAR

Dane McMillan, POPSUGAR


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