As we prepare for the festive season, marketers are ramping up their efforts to capture the attention of holiday shoppers. One platform standing out as a hub for consumer inspiration and purchasing decisions is Pinterest, where a new breed of “High-Action Festive Shoppers” is emerging.
Here’s a bit of a breakdown of the key insights for the 2024 holiday season that should guide your campaign strategy and maximise your return on investment this year.
Please Note: Data included in this article has been taken from the Pinterest Festive Season 2024 and Remix of [UK] Festive Season Vertical Insights 2024 reports.
The Rise of the High-Action Festive Shopper
Pinterest users are not your average holiday shoppers. Dubbed “High-Action Festive Shoppers,” this audience segment is young, ambitious, and keen to take their celebrations to new heights.
Data reveals that 70% of festive season searches on Pinterest are from Gen Z and Millennials, with Gen Z alone making up 42% of Pinterest’s global monthly active users.
These shoppers are unique because they aren’t just browsing—they’re personalising their holiday experiences, and they’re ready to spend. Compared to other platforms, Pinterest users spent 63% more during the festive season in 2023. Whether it’s festive tableware or holiday outfits, their baskets are filled with carefully curated items that add the aesthetic wow factor to their celebrations.
Personalisation Meets Purchase Power
Personalisation is at the heart of holiday shopping on Pinterest. 50% of users look for unique ways to personalise their festive experiences, whether through custom decorations, handmade gifts, or festive attire. This desire for personalisation doesn’t stop at décor—fashion, beauty, and even tech products see a major surge during the festive period.
For fashion enthusiasts, Pinterest is where 76% of users purchased holiday outfits, with top subcategories like party outfits and Christmas attire seeing search spikes of up to 120%. Similarly, in the beauty category, 63% of Pinterest users shop for festive makeup, hair products, and accessories, while food & drink enthusiasts are pinning recipes at a higher rate, with searches for festive dishes like gingerbread increasing by 165%.
Festive Season Spending Trends
The shift in shopping behaviours reveals that Pinterest users start planning early and are more likely to spend across multiple verticals, including fashion, home décor, and even technology. By the time Black Friday hits, Pinterest users are ready to convert, showing 110% higher Black Friday tech purchases compared to non-Pinners.
Beyond that, luxury shopping also sees a boost. Gen Z and Millennials are leading the charge in this space, turning to Pinterest as their primary source of festive luxury inspiration. In fact, 3 out of 4 luxury buyers use Pinterest for product discovery, with male users especially likely to gift high-end items.
Capitalising on High Action
For brands looking to leverage this holiday momentum, Pinterest offers a treasure trove of opportunities. The platform is a strategic powerhouse for holiday campaigns, with users more inclined to save, plan, and purchase. 44% of users added items to their basket after seeing them on Pinterest, highlighting the direct impact of effective product placement.
To maximise campaign effectiveness, marketers can utilise Pinterest’s diverse ad formats. For example, carousel and video ads are best for frequency, while spotlight and collection ads help drive reach during the festive season. Optimising product titles, descriptions, and visuals will also be key to driving relevance and boosting engagement.
What to Expect in 2024
Pinterest’s advice for 2024 emphasises a full-funnel approach, ensuring brands stay top of mind from the planning stage to conversion. With over 50% growth in shoppable Pin clicks year-on-year, the platform is primed to be a major player this festive season.
As shoppers start planning their holidays earlier each year, it’s essential to target them as soon as they begin to search for ideas. By laying the foundation early, brands can guide users from inspiration to purchase, transforming festive plans into profits.
In 2024, Pinterest will be where the holiday shopping action happens. With a highly engaged, high-spending audience, the platform is an essential tool for brands looking to drive conversions, boost awareness, and create memorable festive moments for their customers. Whether it’s festive home décor, the latest fashion, or tech gadgets, the high-action festive shopper is ready—and Pinterest is where they’re making their purchasing decisions.
Don’t miss out on this opportunity to tap into their festive spirit and make your brand a part of their holiday story. If you are curious about how you can harness the power of Pinterest, get in touch with our team today. We’d love to help.
