How people are planning for summer—and how you can reach them
April 12, 2024
Summer planning is already upon us. As the temps warm up, we’re seeing increased engagement on Pinterest from all kinds of audiences looking to make this summer one for the books. Here are tailored insights to help you reach different audiences with your summer marketing, including Gen Z, Millennials and parents.
Summer dreams are starting to feel more real—and people are in full planning mode. On Pinterest, that means searching for inspiration, organizing trips and starting to buy from summer wishlists.
Summer means something different for everyone, so we decided to look at insights by demographics. As we dug in, we found specific opportunities to help you reach the right audience for your summer marketing campaigns. But no matter who you’re trying to reach, there’s one big insight to keep in mind: No matter who they are, people’s summer plans start on Pinterest. Now’s a great time to start showing up on the platform with campaigns that highlight how your brand can help make their summer stand out.
Gen Z: The explorers
For Gen Z, summer is all about new and exciting experiences. But it’s not just adventures outside—they love to explore inwards, too. 7 in 10 Gen Z weekly Pinterest users say they use summer as a time for self-discovery.1 That includes solo time, like solo adventures, as well as meaningful moments and experiences with friends.
When it comes to summer spending, their priorities are diverse and reflect their zest for life. They’re attending concerts and festivals, enjoying romantic outings, traveling, and with that comes spending on the latest trends for categories like fashion, hair and beauty.1
Act on the insight:
Think about how your brand shows up as Gen Z builds their summer vision, then starts shopping for it. You can help all along the way, from bigger ticket concerns like money-saving tips and travel hacks, to smaller decisions like outfits and makeup.
One great way to help curate an aesthetic is Pinterest Showcase ads. These let you display multiple products in a slideshow format and tag relevant products, guiding people to a vibe or vision for their summer escapes.
Millennials: The rejuvenators
Millennials see summer as a time to recharge and create memories they’ll treasure all year-long. They look for pursuits that bring joy and fulfillment, prioritizing time with family and friends.1
Over 9 in 10 weekly Millennial Pinterest users say they focus on family and friends during the summer.1 Whether that’s creating unforgettable moments, through activities like travel, outdoor activities, and more.1 They tend to balance the desire for leisure, health and connectivity. Time outdoors, such as camping and water sports, reflects their deep appreciation for nature and adventure. Gadgets and technology also feature prominently, underscoring a desire to use tech to enhance their experiences.1
Act on the insight:
Leverage Premiere Spotlight takeovers, which help deliver messages at scale for big awareness moments. You can bring extra joy to Millennials by helping fill their summer bucket lists with warm-weather activities, seasonal events and milestones they can commemorate. We recommend three Premiere Spotlight pulses for your summer campaigns, with activations at the beginning, middle and end of summer to reach people across the consumer journey.
Parents: The bond-builders
As summer draws in and school doors close, parents pivot. For them, summer means a focus on family time, finding ways to bring their loved ones together and create lasting memories. That looks different for every family, ranging from close-to-home moments like backyard parties to big adventures like camping or water sports.1
Overall, a parent’s summer spending will map to their priorities for time with their family. They’re looking to create enriching, shared experiences—and also trying to keep their kids entertained.1
Act on the insight:
Empower time-starved parents with Quiz ads. You set up a few quick questions to get their preferences, then can suggest specific activities or products to help them structure summer plans. This helps parents find the best ideas quicker, and helps you build a more personal connection with your audience on Pinterest.
Three bonus tips for all summer campaigns
Regardless of your audience or goal, keep these best practices in mind as you plan your summer campaigns.
1. Seize the moment: Broaden your reach by taking a liberal view of summer—from that first day of the “official” season to annual holidays and unofficial traditions. Think about moments like Memorial Day, in addition to treasured topics like summer games. The Pinterest trends tool can help you identify trends most relevant to your audience or category to make sure you’re running timely info.
2. Use summer creative to your advantage: Running seasonal creative makes a difference. In a study, we found that advertisers who ran summer-centric campaigns featuring themes like beach vacations or summery messaging saw a big boost. Their campaigns saw a 110% higher year over year growth in conversion rates, compared to other advertisers.2
3. Start early with full-funnel campaigns: People tend to plan in phases, starting with high-level ideas and then moving into purchase mode. Adopt a full-funnel approach from the outset to make sure you’re showing up every step of the way.
