The Point: The past two years forced people to reinvent how they celebrate the holiday season. And while people’s parties might have shrunk the last couple years, they’re actually celebrating more often than before. As people reframed how they experience the holidays, they created new “mini moments” to celebrate. Those new traditions are sticking around, making the 2022 holiday season unlike any other.
This year, holiday shoppers plan to celebrate as much as they can. They’re finally ready to throw those parties they’ve dreamt of for the past couple years. Big Halloween bashes. Formal winter fests. Giant Thanksgiving potlucks with everyone they’ve been waiting to see.
But big is only half the story. During the pandemic, people adapted. They traded the big parties for intimate gatherings with immediate family and close friends—things like gift-wrapping parties, or holiday movie nights. And now those smaller mini moments are here to stay, too.
Our research shows that this is a holiday season unlike any other. One that blends big and small, monumental and mini, tradition and innovation. And for holiday shoppers, it’s all starting right now. Which means your holiday season needs to start now, too.
In Canada, 75% of people on Pinterest say they use the platform to plan for both big and small moments in their lives. That means everything from the winter holidays, to smaller traditions they’ve created with family or friends and want to keep going for years to come. This year, 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.1 That includes fun traditions like vision board parties, family movie nights and Friendsmas party ideas.
This is especially true on Pinterest, where people are more likely to plan fun festivities throughout the season. People who use Pinterest are 87% more likely to enjoy creating new holiday traditions, compared to people who don’t use Pinterest.2
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.3
More moments means more ways to win
Adding more seasonal moments to your holiday ad mix pays off. 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.3
In other words: Don’t save all your spend for December. Those big holiday moments still do matter, but you’re better off allocating your holiday campaigns and budget throughout a longer, more varied season. Take advantage of the smaller micro moments throughout the season AND the bigger, more traditional moments for maximum payoff.
Brands on Pinterest see 5x more conversions when people are exposed to their ads earlier in the season, compared to brands who wait to advertise later on.4
Early adds up
On Pinterest, the holiday season kicks off with Halloween and goes well into January of the following year. But here's the thing: the planning starts way before the celebrating. To maximize your holiday opportunity, you need to start promoting your holiday ideas and products months before the actual moments hit.
For example: take Halloween. As we all know, it’s celebrated on October 31st. But our data shows that the peak ad opportunity for Halloween actually runs all the way from July to October.5 Brands that wait for that last month, miss out. Brands that start running their Halloween content during the summer reach more shoppers, and reach them earlier in the planning process.
Consistent, timely marketing throughout the season leads to better results. Brands on Pinterest see 5x more conversions when people are exposed to their ads earlier in the season, compared to brands who wait to advertise later on.4
Michaels saw this work last year with their multi-objective holiday marketing. They simultaneously ran different campaign objectives geared toward getting shoppers at every step of the marketing funnel throughout the season. Michaels only saw a 6% overlap in audiences for each objective, showing that Pinterest was effective at reaching shoppers in every phase.6
Think about this opportunity spread over so many holiday marketing moments throughout the season—there’s always someone in each phase getting ready to plan, shop or buy.
Big holiday moment5
Black Friday/Cyber Week
New Year’s Eve
Peak ad opportunity
July – October
August – October
October – November
June – November
July – December
November – January
Make every moment count
As holiday shoppers prepare for a celebration-packed season, they're actively searching for all sorts of holiday ideas. And Pinterest is where they come to find them. Take advantage of this moment in time and influence their big and small holiday celebrations while they’re still in planning mode—not documenting them after the fact.
Act on insights
Activate more moments
Start planning your campaign schedule now, thinking about a mix of those classic bigger moments and smaller mini moments your brand can speak to. Think about natural ties between what you offer, and how people celebrate. Maybe your products are especially relevant for a topic like gifting, or a certain time of the season. Really lean into the ways your specific company can help amplify and support people’s celebrations.
Help people plan multiple moments at once
Holiday shoppers have overlapping needs throughout the season. They might be shopping for Friendsmas, planning Thanksgiving dinner and picking decor for New Year’s, all at once. Think about different objective types and how they can complement each other. Make sure your holiday campaigns include a mix of objective types so you make sure to meet shoppers every step of the way.
Make gifting a breeze
People come to Pinterest open-minded and undecided about what to buy. But they do have targeted recipients in mind—so they search for gifts by things like relationship (mother, brother, etc) or the recipient’s interests. Infuse this specificity in your creative assets to meet your audience where they are.
Watch our holiday webinar to get unique insights about holiday shopping on Pinterest and recommendations on how to build your media plans for the season.