Instagram launches shoppable Christmas catalogue

Instagram has launched its first-ever shoppable Christmas catalogue in an effort to support small UK businesses during the festive season.

The Instagram Christmas Edit: Supporting Small Businesses’ features gifts from businesses across fashion and beauty to food and homeware, with creators including LGBT activist Tanya Compas, body positivity champion Megan Jayne Crabbe, and fashion stylist Monikh Dale offering up product suggestions from their favourite small businesses.

Brands include black-owned, vegan hair and skincare brand @okin.epidermis, eco-friendly drinks brand @punchydrinks, homeware brand @daphine, and luxe shirt brand @withnothingunderneath. All of the products featured in the catalogue are linked to the brand’s Instagram page and instantly shoppable.

“Small businesses are an integral part of the Instagram community and over the last few months we’ve seen over 1.5m mentions, posts and comments from people in the UK, showing their support for small businesses and buying local,” said Eva Chen, Vice President of Fashion Partnerships at Instagram. “That’s why we have teamed up with a group of amazing Creators to create The Instagram Christmas Edit, a shoppable catalogue packed full with some of the much-loved and unique British brands on Instagram, just in time for Christmas.”