6 gifting trends for the festive season 2018

Gifting header
Home décor +123% YoY growth
Home décor gif

We all love daydreaming about home décor, and that’s a fact – the category has seen a 123% year-over-year increase in saved ideas! This season it’s all about bringing the hygge home. Think warm-toned basics such as brass kitchen hardware, terracotta candle holders, crochet blankets, fairy lights and copper kitchen utensils.

Jewellery +37% YoY growth

Running the gamut from dainty and delicate to earthy and natural, we’re seeing a 37% year-over-year spike in saves for jewellery among gift givers. Top trending pieces include dainty gold rings, vintage emerald engagement rings, leaf earrings, pineapple pendants and leather bracelets. (We’re placing bets that all of these will be top stocking-stuffer contenders this festive season.)

Wellness +231% YoY growth

Wellness is bound to jingle some bells this festive season – saved ideas in this category have grown by 231% year over year! Top trending ideas include workout and relaxation gear: essential oils, hydration jugs, workout outfits, shower melts and aromatic playdough.

Toys +32% YoY growth

Toys and games always take centre stage during the festive season (after all, it’s children who are the real winners during this time of year) – and this year, we suspect isn’t going to be any different. With year-over-year growth in the category up by 32%, gift givers are bound to put a bow on these ideas: touch-and-feel colour cards, calm down glitter bottles, stuffed animal hammocks, take-along lego and eco-friendly games.

 

Hosting +21% YoY growth

At the centre of every good festive soiree sits an ample assortment of drinks and desserts, and guests are well aware of this. The dessert category has seen growth of 63% year over year, while the drinks category has seen growth of 21% year over year. Here are the trending gift ideas that are sure to be a hit with your host or hostess this year: infused syrups, sangria mocktails, tea-party food, keto mug cakes and mimosa fixings.

Tech accessories +34% YoY growth
Tech accessories

We all know the pain of a dead battery or tangled cables – this season, gift givers want to spare their friends and family such agony. From functional backpacks to charging cables and organisers, and wearable tech to personalised tech, we’re seeing saves climb by 34% year over year in the tech and gadgets category.

Key points for advertisers
  • Gifts for previously overlooked recipients are on the rise. People on Pinterest are keeping their work wives (and husbands!) in mind as we’ve seen spikes in searches for co-worker gifts this year ('coworker valentines day gifts' +4,100% YoY). Colleagues, clients and vendors are sure to continue to feel the love as we move into the festive season. Also standing to benefit: marketers that keep these new recipients in mind. Think of light-touch, creative ways to show how your products stretch for broader audiences – personalised tech works for everyone on your list. Remember, something scalable is key!

  • Experiential gifting occasions are also on the up for 2018. We’ve seen gift baskets rising in popularity ('film night gift basket DIY' +257% YoY). As we get closer to Christmas, think about creative opportunities to build new gifting moments around festive experiences, like delivering a care package filled with all the hosting must-haves (infused syrups, mimosa fixings, etc.) to ease the nerves of a Christmas dinner host.

Ready to get started? Read our post on how to drive sales this festive season using Pinterest solutions or check out our assortment of Christmas content on our festive season hub.

– Thea Carp, currently saving to Boho

 

1Pinterest internal data, US, 2017