Pinterest's New Report Shows That Pinners Are Planning For The Holiday Earlier Than Ever
Pinterest recently published a new downloadable 10-page report that shows Pinners are starting their holiday planning much earlier than before.
According to the report, users have been searching for and saving holiday ideas since April. In fact, holiday-related searches on the platform in April 2020 jumped 77% higher than holiday-related searches in April 2019. Along with this, there is a 3x increase in ‘Christmas gift ideas’ searches and a 90% increase in ‘holiday recipe searches.’
In past years, the platform has typically seen a spike in holiday-related searches not occur until September.
Source: Pinterest
As with most things today, this earlier spike is likely the result of COVID-19 and its impact on all facets of life.
"In the face of COVID-19 and stay-at-home orders, people are looking forward to looking forward. 2020 has been a hard year, and consumers are craving the comfort of the holidays. They want this season to feel more festive than ever before, and they’re asking for brands to help them get there,” Pinterest says.
Pinterest has also seen an increase in search behavior around micro-holidays, such as Friendsgiving. In past years, about 4 in 10 Pinners said that they cared about these micro-holidays, but that has now increased with 7 in 10 saying that they plan on celebrating these smaller holidays similar to bigger holidays like Christmas.
The report also shows Pinners are looking to brands for help this holiday season. 50% of Pinners say that they want brands to help them take the holidays to the "next level,” providing brands the opportunity to figure out how their product or service can play a role in helping to make someone’s holiday more special this year. Additionally, 40 percent of Pinners mentioned that they would be “Celebrating on a budget,” showing that it will be important for brands to offer early discounts and promo codes this year.
Pinterest wraps the report up with a breakdown of different categories and thought-starters on how brands can capitalize on holiday-related searches around these categories.
For example, under Grocery, Pinterest says that there is an 5x increase in searches for 'Christmas baking.' Due to concerns shared by Pinners around grocery stores potentially being out of stock of their favorite ingredients, Pinterest recommends that brands share content focused on potential timelines for when people should purchase the products they need for their holiday baking.
Source: Pinterest
Insights & Analysis:
Pinterest delivers yet another valuable report on user behavior on its platform.
Many marketers and advertisers are currently focused on their back-to-school planning and have yet to consider plans for the holiday seasons. However, based on the user behavior data that Pinterest shares in this report, it’s clear that people are planning for the holiday season and that brands should be doing the same.
While holidays have always been a time for people to shop, come together, and celebrate, there is going to be a bigger emphasis on this year due to the challenging year that many people have had as a result of COVID-19. Not only does the report provide data-driven insight on users’ holiday plans, but it also highlights the unique opportunity that brands have this holiday season especially on Pinterest.
With many more people using Pinterest for holiday planning, brands who invest in the platform sooner rather than later for their holiday efforts will likely be the ones who are discovered and ultimately considered for purchase as the holiday season approaches.
Overall, Pinterest provides the opportunity for brands to get in front of consumers, who are looking to make purchases. Inspiration plays a big role in the purchase journey and when it comes to inspiration, Pinterest is arguably the best platform for doing that.
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SOURCE: Pinterest
