Unwrap success: Boost your festive food sales with Pinterest
November 13, 2024
As advertisers gear up for the most critical quarter of the year, there’s no better time to tap into Pinterest’s action-oriented audience. Learn how you can use the platform to fuel festive food sales and finish the year strong, while setting the stage for a successful 2025.
Peak shopping season is right around the corner, and people are making plans to ensure 2024 festivities are their most memorable yet. They’re not just browsing—they’re ready to buy, with 45% of weekly Pinners saying that they plan to spend more on food and beverage this holiday season.1
That’s because Pinterest is more than just a place for ideas: It’s where people transform their holiday meal plans into reality. In fact, three out of four weekly Pinterest users say they’ll host holiday events, parties or celebrations—more than users on other platforms.2 And whether they’re planning festive feasts, holiday drinks or seasonal décor, Pinterest is their go-to. So, make sure your brand shows up for the party.
Get in on the action: The festive spike in planning and purchasing
On Pinterest, searches for festive inspiration start as early as July and keep growing all throughout Q4.3 As most purchase decisions happen closer to the celebrations, we recommend ramping up conversion campaigns in the fall. You can take advantage of shopping and performance formats, as well as newer features like Promotions and AI-powered performance campaigns.
If you need a recipe for success, look no further than Nestlé Toll House’s holiday campaign. To inspire Pinterest shoppers early in their planning, they started running campaigns in the fall. They used a mix of static and video ads, showcasing recipes and trending Pinterest search terms. The campaign outperformed expectations, delivering an 8% lift in incremental sales, with 50% of those sales coming from new brand buyers.4
Meanwhile, Philadelphia harnessed the Pinterest Trends tool to optimize the timing of their UK holiday campaign. This strategy brought full-funnel success, positioning Philadelphia as a go-to choice for desserts and canapés across the UK, with a +3.7 pt boost in Pin awareness, a +2.4 pt increase in action intent, and greater association with quick and easy festive recipes.5
Unlock untapped potential: Leverage Q5 opportunities
As festive strategies begin to yield fruitful results toward the end of Q4, it's crucial not to let this momentum wane—advertisers shouldn’t overlook the wealth of opportunities that come with the so-called Q5 period between the end of the year and early-mid January. Advertising costs are typically lower and competition is reduced, to maintain and even increase consumer engagement.
As December comes to a close, consider switching some campaigns back to awareness and consideration objectives. This strategy helps you grow reach with a new round of customers while keeping your current relationships strong into the new year. To maximize these opportunities, use ad formats geared for awareness, like Idea ads or Premiere Spotlight, helping to ensure your brand stays top of mind and keeps the momentum going.
Don’t miss your chance: Join the conversation now
The festive season is picking up pace as holiday products start filling shelves, and the opportunity for brands to connect with customers on Pinterest has never been greater. Now is the perfect moment to join the conversation—and make your brand part of their celebrations.
Start planning your Pinterest campaign today to help your brand shine through the peak shopping season into Q5 and beyond. Visit our holiday hub—packed with more insights and success stories—to inform your marketing strategies and serve as your go-to guide for creating a successful campaign. Discover how to reach people at every stage of the funnel with Pinterest, and make this year’s festivities (and results) extra merry and bright.
