How retailers can maximise Christmas shopping on Pinterest

Did you know consumers start their searches for Christmas already in June? In fact, this year searches for Christmas inspiration are up 220 per cent.

Pinners are using the platform to prepare for their holiday shopping, from creating their ideal wishlists, finding the decorations for their home, and searching for ideas to treat their loved ones with gifts they will truly enjoy.

Shopping trends show that it’s all about personalised gift ideas this year, with an increase of 72 per cent as well as sustainable gifts (+118 per cent), travel gifts (+41 per cent) and wellness gifts (+41 per cent).

While people are mostly looking to buy gifts for their family members (dad Christmas gift ideas +644 per cent), their colleagues (co-worker Christmas gift ideas +244 per cent) and their close friends (Christmas gifts for best friends +199 per cent), they are also searching to treat themselves this year (self-care package gift ideas +134 per cent).

So how can you use Pinterest for your business? On Pinterest, brands have the opportunity to help consumers find the right product at the right time by implementing inspiring and useful marketing campaigns.

Here are some tips to making the most of the festive season.

• Beat the holiday crowds. By starting campaigns as early as November on Pinterest, brands increase their chance to reach consumers who are actively looking for near-term purchases. Starting even earlier puts brands in front of consumers searching for inspiration. And be sure to focus on the key interests that are top of mind for shoppers. For example, this year ‘Christmas gift inspiration’ and ‘Holiday gifts’ are the top searches related to the holiday.

• Get in front of shoppers at the point of purchase intent. By adding product pins or uploading product catalogues to Pinterest, brands are better positioned to get their products directly in front of consumers at the moment they’re looking to make a purchase. Product pins clearly state price and availability, and shoppers can easily click to buy directly from the retailer’s website.

• Use the right tools to turn inspiration into purchases. Pinterest has always been a very visual platform. Now there are visual discovery tools that help brands reach people. By using tools like Shopping Ads, brands are able to increase reach and engage with an even larger audience on Pinterest.

• Think about the big picture: It’s not just Christmas day, but an entire season of celebrations and occasions through the end of the year that millions of pinners are looking for inspiration for.