Oprah's Favorite Things 2023

Back when Oprah Winfrey had her talk show, she started a holiday tradition where she would pick her “favorite things” for the season (perhaps even the year), she’d highlight them on the show, and then give them away to the audience. Getting picked as one of “Oprah’s Favorite Things” was huge because a selected brand would see an immediate sales bump for the holidays because of Oprah’s influence. Huge.

As marketers, we would work tirelessly to get “picked.” I worked on the beauty brand philosophy back in the day and when it was featured it was quite the accomplishment.

We talk a lot about influencer marketing now and come to think of it I wonder if Oprah was one of the original influencers with her favorite things shout-outs. I think so.

She doesn’t have that particular talk show anymore, but she does have a network and a publishing platform, and she uses it. For lots of things, including interviewing Adele for her recent album release and then opening her debut television concert. Influence.

The list of Oprah’s Favorite Things for 2023 is as exhaustive and inclusive as ever, including food, home appliances, beauty products, jewelry, clothing, luggage, and even candles. From what I can tell, she releases the picks on her website, with features each week. So what was once a one-time broadcast event is now extended over the holiday period presumably as people shop for gifts. And of course the list is prominently featured in the December issue of her magazine which continues to be a staple of not only featured content but, yes, influence.

By the way, love the purple theme. I wonder if that has anything to do with the remake of the movie “The Color Purple” which is coming out this holiday season. She starred in the original film, and is one of the producers of this new version. She was also a producer for both versions of the Broadway show.

There are no coincidences in marketing.

What’s your experience? JIM