Pinterest: How brands can up their game this festive season
Newly released Pinterest insights reveal this year’s holiday shoppers are planning for more seasonal moments than ever before. Pinterest research reveals that consumers spend 30% more on gifts than those who wait, meaning brands have a unique opportunity to reach consumers who are ready to shop this year.
In Australia, 75% of people on Pinterest say they use the platform to plan for all manner of occasions, moments and celebrations in their lives – and the holiday season is no exception.
Given that the holiday season, and all the mini-celebrations shoppers are reportedly planning around it tend to be marked by gift-giving and avid consumerism, it’s pertinent that brands take heed of this opportunity and adjust their advertising strategy in light of Pinterest’s new findings.
From what Pinterest has seen, adding more seasonal moments to the holiday advertising mix pays off. Pinterest knows from last year that the earlier consumers start shopping, the more they spend. On average, Pinners who started their shopping early spend 30% more on gifts than those who wait (Pinterest internal search data, US).
Early shopping also adds up – Pinterest internal data finds that brands who reach shoppers early see 5x higher conversions than those who wait to start their campaigns.
In 2021, Pinterest advertisers who activated against multiple seasonal moments saw a 4x higher increase in conversion rates than those who only activated for Christmas.
More than 1 in 3 Pinners say they want inspiration from brands on how to make this year’s festive celebrations better than the last, and 8 in 10 Australian shoppers on Pinterest say they like to make sure they’re getting the best deals during Christmas time.
Pinterest notes that it is imperative brands plan their campaigns around peak opportunity times to maximise shopper attention.
Big festive moments, and their peak ad opportunity
Halloween = August–October
Christmas = July–December
Chanukah = November–December
New Year’s Eve = November–January
How brands can act on insights
- Activate more moments: Start planning your campaign schedule now, and think about including a mix of those classic bigger moments and smaller mini moments that your brand can speak to.
- Help people plan more moments at once: Festive shoppers have overlapping needs throughout the season. Think about different events and objective types and how they can complement each other. Make sure that your festive season campaigns include a mix of objective types, so you can ensure that you meet shoppers every step of the way.
- Make gifting easier: while shoppers come to Pinterest open-minded about gifts, they have targeted recipients in mind—so they search for gifts using keywords such as relationship (mother, brother, etc.) or the recipient’s interests. Infuse this specificity into your creative assets to meet your audience where they are.
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