Christmas is but 152 days away! After two years of COVID disruptions, people are increasingly keen to celebrate a more normal holiday season, which could present significant opportunities for marketers. But that has always been the case leading into the holidays, right?
Many businesses need this. These same disruptions have reduced incomes across the board, which could well make this a critical holiday season, in many ways, for many different brands. Pinterest has always been a major contributor to holiday shopping and vacation trends, so it’s hoping that things will go a little differently this year as well.
Could I Pinterest You In Some Stats?
Underlined in Pinterest’s latest data is a look at emerging holiday trends to highlight key opportunities for the coming season.
As Pinterest explains:
“The past two years forced people to reinvent how they celebrate the holiday season and in these challenging economic times, many are shopping early to help save ahead of the holiday rush. And while people’s gatherings might have shrunk the last couple years, they’re actually celebrating more often than before. 80% of holiday shoppers in Pinterest’s survey said they plan to have more “mini moments” throughout the holiday season, punctuating their bigger festivities with every chance they can get to celebrate, connect and create new traditions.”
According to Pinterest, this could mean that we’ll see a range of celebrations and events this year, from huge Halloween hauntings and Thanksgiving potlucks to more intimate family gatherings, reunions, and movie nights. In short, Pinterest is telling us that there will be more in-person gatherings this year, perhaps signaling the long-awaited return to the old normal.
These alternate celebrations, adapted as a result of COVID restrictions, have also inadvertently become parts of new traditions, which could provide a wider range of marketing opportunities over the coming months. With this in mind, Pinterest says that it’s important for marketers to plan for multiple seasonal moments and opportunities if they mean to maximize performance.
“In 2021, Pinterest advertisers who activated against multiple holiday moments saw a 4x higher increase in conversion rates than those who only activated for Christmas.”
You have to start moving now if you wish to connect with all key events. Pinterest activity around major shopping events starts months in advance, while there are many smaller moments in between that could also feed into your planning.
The Wrap
Pinterest suggests that brands take note of these new celebrations where possible and consider their various marketing angles. There may be big opportunities here, in many aspects, and it could be well worth checking out the latest Pin trends to glean more insight into key interests and behaviors leading into the last months of the year.
Looking for more insight? Then why not attend Pinterest’s Holiday Webinar, in which it provides a range of notes and insights about the latest holiday shopping trends.
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