What if you were given permission to shop for yourself this holiday? It might seem like magic. That is exactly the message behind Shoe Carnival’s new holiday campaign entitled, 'Surprise! You’re on your list!' The campaign, created by 22squared, draws insight from the National Retail Federation Holiday Study, 2016 statistic which reveals over 65% of shoppers buy something for themselves during the holidays.

So, this year, Shoe Carnival has set out to bring even more joy to the season and make holiday shopping as fun and surprising as opening up presents. They are celebrating the fact that people shop for themselves when shopping for others, and that’s all part of the holiday magic. The shoe shop partnered with social media star Zach King. 

King, who has over 20 million followers on Instagram alone, kicked off the campaign with some high-tech trickery in an original holiday video. King shows how easy and fun shopping can be both for someone else, and for yourself, using his savvy magic skills to hack holiday shopping and make gifts appear in real life. Additionally, a surprising 15-second national broadcast commercial delivers both holiday cheer, and smartly stylish boots, to unsuspecting shoppers. And in the spirit of surprises, 22squared dialed up the magic even more with innovative video content that breaks the boundaries of Instagram Stories and Facebook Carousels.