Six types of festive-season shoppers

It’s still summer, you say? Not on Pinterest. Pinners are already thinking ahead to the end-of-year festivities. In fact, UK searches for the festive season increased 147% in April compared to last year.1 And if you reach Pinners early, your campaigns will win out. 66% of weekly US Pinners say that the ‘inspiration phase’ of shopping influences what they buy.2

Not every festive-season shopper is the same, so we used our global data to find the nuances. Here are the six types of festive-season shoppers on Pinterest: Who they are, what they’re into and how you can reach them.

Curious about what type of festive-season shopper you are? Take our quiz to find out.

The early bird

Most people on Pinterest are planners, but the early bird takes things to a whole other level. Before they’ve even stowed away this year’s Christmas décor, the early bird is already plotting next year’s festivities. Always on the lookout for bargains, they’ll snap up gifts and other festive items all throughout the year. They’re also already looking into festive-season travel – and will pull the trigger on buying tickets as soon as they feel that it’s safe to move around. 

Fun fact
April searches on Pinterest for ‘Christmas gift ideas’ in the US were up 3x year over year.3

Top searches to target4

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‘I definitely already started Christmas shopping. I usually start right after Christmas. 
I plan to do what I normally do [and] shop during the sales, but I plan to do a lot of it online.’

Early bird in her 30s, US 5

The traditionalist

A stickler when it comes to festive customs, the traditionalist pretty much follows the same rituals year after year. Still, they do love finding fresh takes on old favourites – a new way to fix a roast, a toy that reminds them of their childhood. When it comes to their celebrations, they crave comfort and familiarity. There’s no way in holly hell that the traditionalist is going to skip their traditions this year. If anything, they’ll be looking to the festive spirit to help them to regain a sense of normalcy. 

Fun fact
60% of monthly Pinners in Germany like decorating a Christmas tree6

Top searches to target7

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‘There will be Christmas songs. There’ll be Christmas decorations. There’ll be Christmas food. Exactly the same as any other year. This virus doesn't make anything any different.’

Traditionalist in her 30s, Australia8

The self-gifter

Mindful that the festive season can bring stress as well as joy, the self-gifter looks out for number one. For self-gifters, the festive season means ‘me’ time just as much as it does family time. Self-care days are a festive-time staple. And why wait for Santa to bring you what’s on your list when you can buy it yourself? The self-gifter finds a way to make the festive magic happen, on their own. 

Fun fact
30% greater likelihood among weekly US Pinners to give themselves a special gift than non-Pinners9

Top searches to target10

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‘Do I buy gifts for myself? Yes! Why? Because I deserve it. And if it’s something that I want, I feel like I should just buy it.’

Self-gifter in her 30s, US11

The amateur host

With festive-season travel likely to be up in the air, many will find themselves thrust into a new role: The amateur host. These newbies will need help – and lots of it. They’ll be looking for festive cocktails and easy-to-make starters, along with winning suggestions for festive staples. They’ll also need to get geared up with everything from wine glasses to decorative lights. In short, they’ll be on the hunt for anything that can help them to move from amateur status to pro status – as quickly as possible. 

Fun fact
20% increase in searches in the US for ‘hosting Thanksgiving first time’ compared to June 201912

Top searches to target13

biz-site-2020-holiday-personas-search-pills-rookie-host

‘What dishes suit an isolation Christmas? Can I finally do a slow-cooked lamb or turducken or something unique like that? Or are we going to just go crazy and do Christmas fajitas?’

Amateur host in his 20s, Australia14

The delivery-first shopper

Wary of stepping into brick-and-mortar shops, the delivery-first shopper stocks up on all their festive necessities online. Things on their nice list this year: Free delivery, click-and-collect, generous return policies and helpful customer service. In some places, this shopper may be worried about COVID-19. In others, it may be just about steering clear of the festive-season crowds. Whatever the case, the delivery-first shopper is looking to minimise the hassle of the festive season so that they can maximise time with friends and family.

Fun fact
73% more likelihood among Pinners in France to say that they’ll be shopping online more frequently post-pandemic than non-Pinners15

Top searches to target16

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‘I’m not going to spend time standing in a queue. And if they do not deliver, I’d rather place an order online and go collect it from the shop. Nothing to do with walking into a shop unless I really have to.’

Delivery-first shopper in his 30s, Canada 17

Next-level party planner

With this festive-season archetype, nothing is overlooked. Raising the bar every year, the next-level party planner won’t sip their first coupe of champagne until the home is sparkling inside and out. Party outfits for everyone in the household – no matter the age – are an absolute must. For this host with the most, every festive meal that they cook up could grace a food magazine cover. Thanks to their total domination of the festive-season scene, the next-level party planner can cause the rest of us next-level envy.

Fun fact
3x higher likelihood among weekly US Pinners to create and celebrate a made-up celebration with their friends or family than non-Pinners18

Top searches to target19

biz-site-2020-holiday-personas-search-pills-Next-level-party-planner

‘I really want it to be super Christmas-y and kind of over the top. So, going above and beyond with tonnes of decorations and a tree and activities, and Santa and everything.’

Next-level planner in her 30s, France20

To learn more about the festive-season opportunity on Pinterest, take a look at our Christmas hub with fresh insights, best practices and creative thought-starters.

  1. 1 Pinterest Internal Data, US, April 2019–2020
    2 LRW, US, Inspired Shopping on Pinterest, January 2020
    3 Pinterest Internal Data, US, April 2019–2020
    4 Pinterest Internal Data, US, Feb 2020 – July 2020
    5 Usertesting.com, Global, Consumer Predictions for Holiday 2020 among self-reported monthly Pinners who are also holiday planners/executors, March-July 2020
    6 YouGov Omnibus; DE Monthly Pinners, March–April 2020
    7 Pinterest Internal Data, US, Sept–Dec 2019
    8 Usertesting.com, Global, Consumer Predictions for Holiday 2020 among self-reported monthly Pinners who are also holiday planners/executors, March-July 2020
    9 Talk Shoppe, US, Winter Holiday Moments among Weekly Pinners and non-Pinners, December 2019 
    10 Pinterest Internal Data, US, Sept–Dec 2019
    11 Usertesting.com, Global, Consumer Predictions for Holiday 2020 among self-reported monthly Pinners who are also holiday planners/executors, March-July 2020 
    12 Pinterest Internal Data, US, June 2019–202013 Pinterest Internal Data, US, March–June 2020
    14 Usertesting.com, Global, Consumer Predictions for Holiday 2020 among self-reported monthly Pinners who are also holiday planners/executors,  March-July 2020 
    15 GlobalWebIndex, FR, COVID Study, w/o 22–27 April16 Pinterest Internal Data, US, March–June 2020
    17  Usertesting.com, Global, Consumer Predictions for Holiday 2020 among self-reported monthly Pinners who are also holiday planners/executors, March-July 2020 
    18 Talkshoppe, US, December 2019 
    19 Pinterest Internal Data, US, Sept–Dec 2019 
    20 Usertesting.com, Global, Consumer Predictions for Holiday 2020 among self-reported monthly Pinners who are also holiday planners/executors, March-July 2020