Six types of festive-season shoppers
Pinners are already thinking ahead to the festive season. 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.1
Not every festive shopper is the same, so we used our global data to find the nuances. Here are the six types of festive shoppers on Pinterest – who they are, what they’re into and how you can reach them.
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 festive 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 season items all throughout the year. They’re also already looking into travel during the festive period – and will pull the trigger on buying tickets as soon as they feel it’s safe to move around.
‘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, US2
The traditionalist
A stickler when it comes to festive season customs, the traditionalist pretty much follows the same rituals year after year. Still, they do love finding fresh takes on old favourites, such as a new way to do a roast dinner or 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 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.
‘There will be Christmas songs. There’ll be Christmas decorations. There’ll be Christmas food. Exactly the same as any other year.’
Traditionalist in her 30s, Australia2
The self-gifter
Mindful that the festivities 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 season 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.
‘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 30’s, US2
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 appetisers along with winning suggestions for festive season mainstays. They’ll also need to gear up, getting 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.
‘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, Australia2
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 crowds that come with the festive season. Whatever the case, the delivery-first shopper is looking to minimise festive season hassle so that they can maximise time with friends and family.
‘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 pick it up from the shop.’
Delivery-first shopper in his 30s, Canada2
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 scene, the next-level party planner can cause the rest of us next-level envy.
‘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, France2
Learn more about the festive season on Pinterest