Le concert de Noël de Wilko a transformé 9 400 vues et 4 600 commentaires en ventes.
wilko — one of the UK’s most loved value-led home and garden retailers — invited viewers to a warm, joy-filled Christmas Live Shopping show streamed to their community of over 1,000,000 social media followers. With live-only offers, giveaways, and hands-on decorating demos, the show delivered festive inspiration straight into people’s homes — and acted as a strong early-season revenue driver for their Christmas campaign.

Voici quelques chiffres tirés de leurs spectacles en direct
Plus de 9 400 vues
Rien que sur Facebook
Plus de 4 600 commentaires
pendant toute la diffusion
Exclusive discounts
only available during the live stream
A Christmas Show People Wanted to Spend the Evening With
The concept centered on one idea:
“Join us for a magical festive event – the wilko Christmas Live!”
Instead of simply presenting products, Wilko created a full evening experience. Their hosts introduced the brand-new Christmas collections, demonstrated how to style trees, garlands and tabletops, and shared practical tips for creating a cosy, affordable Christmas look at home.
Throughout the nearly two-hour event, viewers could shop instantly through Sprii while watching exclusive live-only offers pop up on screen. Giveaways and real-time Q&A kept people interacting , turning Christmas prep into something fun, social and shoppable.


Kick Off Christmas With Energy — and Drive Sales Early
Wilko wanted to inspire customers at the start of the Christmas buying season, helping families get their homes holiday-ready without overspending. The show was designed to:
- Reveal the Christmas range in an engaging, “walkthrough” format
- Drive early-season demand with time-limited live offers
- Deepen community connection through giveaways and chat
- Deliver inspiration, tips and demonstrations customers could recreate at home
The commercial aim was clear: make live shopping a key part of their Christmas revenue engine, activating their large social audience with a format that converts more directly than traditional content.

A Festive Evening You Could Shop From
The show followed a clear Christmas flow, guiding viewers through the full wilko holiday universe:
- First Look at Christmas Collections – decorations, colour themes and tree trends
- Tree Styling & Home Décor – baubles, garlands, lights, tabletop décor
- Gifts & Stocking Fillers – budget-friendly gifts and bundles
- Homeware Highlights – cosy textiles and festive finishing touches
- Live Giveaways & Q&A – engagement spikes tied to comment prompts
The production was brought to life together with Sprii, supported by Novaro Social Commerce (Christopher Grimes, Joe Robertson, Mariana Vaz), Embryo (Harriet Tuite), and championed internally by wilko’s Leah Paige Tattersall — ensuring a festive, polished and highly shoppable format from start to finish.
At each segment, exclusive deals were activated live, keeping viewers engaged and encouraging real-time purchases.
Why It Worked
- Hands-on decorating demos that showcased products in context
- Live-only discounts that rewarded people for tuning in
- Festive giveaways tied to comments, boosting engagement and reach
- A large Facebook audience activated through reminders & event promotion
Résultats
The Wilko Christmas Live generated high engagement, strong viewership and a clear uplift in seasonal shopping behaviour across key categories like décor, gifting, homeware and Christmas staples.
With thousands of real-time comments and steady interest throughout the entire broadcast, the show strengthened Wilko’s position as a family-friendly, value-focused Christmas destination — and played a meaningful role in their early-season sales push.

Ce que les autres détaillants peuvent retenir
- Build a themed live show your audience wants to spend time with
- Use demos to show exactly how products look in real Christmas setups
- Reward viewers with live-only deals to drive immediate checkout
- Use comment-based giveaways to spark engagement
- Stream across multiple social channels to reach existing followers
- Combine entertainment, practical tips and shopping to keep viewers watching longer
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