On 5 August 2010, Parma announced the signing of Giovinco on loan from Juventus, with an option to buy half of the player's transfer rights at the end of the season. He made his Parma debut against Brescia in a 2–0 win on 29 August. He scored his first goal for Parma on 12 September 2010, a free kick in a 2–1 loss to Catania. An impressive start to the season earned Giovinco a call up to represent the Italian national team. On 6 January 2011, Giovinco scored two goals for Parma in a 4–1 win against his parent club, Juventus. After initially struggling to settle-in at Parma, he refound his form towards the end of the season and made his break-through with the club, finishing his first season at the club with 7 goals in 30 appearances in the league. At the end of the season, on 22 June 2011, Parma exercised the option to buy half of Giovinco's contract for a fee of €3 million.