Our research also shows that Pinners are explicitly looking for help from brands this year in navigating the shifting holiday climate while still making their celebrations feel special. One participant told us: “I really want it to be super Christmas-y and kind of over the top this year… I’ll be going above and beyond with tons of decorations and a tree and activities.” And the early planning that once felt like a chore now feels extra special, and imbued with new meaning. After a tough year, consumers are craving the comfort of the Christmas holidays. You don’t know exactly when you’re going to see the products.”īut there are also more emotional reasons. As one Pinner put it, “I’ll be starting to look online much earlier than normal because shipping delays are quite likely at the moment. People are worried about the pandemic’s impact on preparations they used to take for granted.

Why the shift? First, there are the rational reasons. That trend included a 3x increase in searches for “Christmas gift ideas”-8 months before December. Related searches jumped 77% in April 2020 vs. This year, they started searching and saving for the holiday season… in April. Historically, people on Pinterest start making holiday plans in September. As you can see in the graphic below, searches for “holidays” start appearing on Pinterest months before other search platforms.īut this year, Pinners are starting to search for holiday ideas even earlier than ever before. That’s saying something, because at Pinterest, we’re used to early.

They’re starting earlier than ever this year. Our latest research suggests the opposite. Nobody is thinking that far in the future yet.” Right? I heard from a CMO recently: “I’m holding all of my holiday planning. Reach them first, and you have a shot at being their first choice when it’s time to shop.Īnd yet, for as long as marketers and advertisers have been prioritising planners, they’re making some seriously incorrect assumptions about this key audience right now. When you reach early planners, you reach the CEOs of the household-an audience that buys and spends more. Brands love reaching their most passionate customers.

Happy holidays to you too