Pinterest reports huge spike in Christmas searches

We may only be halfway through the year, however a new report from Pinterest suggests marketers should already have their holiday season campaigns well underway. 

Historically, Pinterest users start their Christmas planning around September, however by April this year, Christmas related searches were 158% higher than they were in 2019.

In the face of COVID-19 and stay-at-home orders, it seems people are craving the comfort of the festive season, with 63% of Pinners saying they are planning big celebrations around holiday moments this year. In fact, Christmas aesthetic (156%), DIY Christmas Gifts (45%) and Christmas cards (32%) are already trending on the platform.

This year, almost 50% of Pinterest users are wanting brands to help them take the festive season to the 'next level', which presents a unique opportunity for marketers to capture consumers in the 'planning' mindset. According to Pinterest, when you reach people first where they make their plans, they’ll reach you first when they make their purchases, with 83% of weekly Pinners making a purchase based on content they saw from a brand on Pinterest.

However, Pinterest also says it’s important for brands to remember that Christmas will be done a little differently this year, with 40% of people celebrating Christmas on a budget in 2020. Up to 40% of Pinners are also wanting brands to help them bond and create special moments with loved ones. With the current pandemic, brands need to help consumers elevate their Christmas celebrations while catering for virtual, socially distanced celebrations that span multiple time zones and smaller budgets.

ANZ country manager for Pinterest, Carin Lee-Skelton, believes that brands who are not already thinking about Christmas are missing a unique opportunity to create value for new and existing customers. These are her top three tips to help marketers manage successful holiday campaigns:

1. Start now: seasonal searches are already on the rise and consumers are concerned with logistics, delivery speeds and customer support. As a result, they are starting earlier with their online shopping.

2. Inspired commerce is essential: connect with consumers earlier in the online shopping journey with vivid product imagery to replicate the in-store experience.

3. Make your message loud and clear: proactively message how your brand is addressing pandemic related concerns, such as hygiene, supply chain issues and customer support.