Pinterest: Pinners Start Searching for Holiday Shopping Ideas Before Thanksgiving

Clicks to retail sites from shoppable product Pins are up 3 times year-over-year in 2019

61 million Pinners in the U.S. engaged with holiday content in 2018 Kerkez/iStock
Headshot of David Cohen

The holiday season is in full swing on Pinterest, as the company said searches for Christmas inspiration begin on its site as early as June and are up 220% thus far in 2019 compared with last year.

Pinterest said 61 million Pinners in the U.S. engaged with holiday content in 2018, adding that 54% of its U.S. users start their holiday shopping before Thanksgiving, and 83% agreed that Pinterest helps with planning, inspiration and shopping for the holiday season.

So far this year, clicks to retail sites from shoppable product Pins are up three times compared with the previous year.

Pinterest said the discovery mindset of its users provides an opportunity for marketers to create engagement before Pinners have decided what they will purchase and from where, adding, “On Pinterest, there’s a unique opportunity for brands to actually help consumers find the right products, when they want, where they want and how they want by using inspiring and useful content. Consumers have an enhanced experience versus interruptive, allow them to turn inspiration into action.”

The company’s tips for marketers include: uploading their catalogs to Pinterest; using its shopping ads and Shop the Look ads; and incorporating key interests such as Christmas shopping, Christmas gift inspiration and Holiday gifts (the latter two are among the top searches related to holiday shopping season).

Pinterest also shared the example of retailer Kohl’s using its QR code-like Pincodes to back its Holiday Family Jammies product line driving Pinners to a board with last-minute gifting and stocking stuffer ideas to drive incremental trips to its brick-and-mortar locations.

Pinterest David Cohen is editor of Adweek's Social Pro Daily.