Pinterest has always played a significant role in the holiday season. It functions as a hub for all things inspiration, planning, deciding, and buying. Most brands understand the necessity behind getting involved in the holiday planning journey on Pinterest, but it’s important to consider the timing in which brands should start advertising their products across the platform.
During the holiday season last year, over 1 billion ideas were saved on Pinterest. The peak advertising opportunity for brands can often start as early as June. Promoting products early can also increase the amount that pinners may spend on holiday products – the earlier individuals start planning, the more they will spend.
Leading up to Thanksgiving 2020, there were 519 million ideas saved, with the peak advertising opportunity for brands being from August to November. The top search terms were Thanksgiving cocktails, Thanksgiving sweets, Apple pie recipe, and Thanksgiving sides. Friendsgiving was also a popular term last year, as individuals were not able to return home due to the COVID-19 pandemic.
Christmas saw over 1 billion ideas saved, with June to December being the peak advertising opportunity. The top terms were Christmas dinner, Christmas desserts, Christmas cookies, and sugar cookie recipes. Users looked specifically for peppermint recipes, vegan Christmas dinner options, winter cookies, and gingerbread houses. Individuals are looking to reconnect and reflect with their loved ones, whether through baking holiday treats, traveling to see family, participating in outdoor activities like hitting the slopes, or watching classic holiday movies.
Leading up to New Year’s Eve, there were 103 million ideas saved, with November to December being the peak advertising opportunity for brands. Top search terms were New Year’s resolutions, New Year’s cake, New Year’s Eve food, and healthy dinner recipes. People are much more focused on improving their emotional well-being – not only by decreasing stress but also by focusing on the little things that inspire joy in their lives.
With all the chaos of the past few years, individuals are eager to bring back the magic of the holiday season for themselves and their loved ones. Make sure that your brand is ready to play an integral role in inspiring the holiday magic by advertising products as early as possible.
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