The holiday season ushers in a packed social calendar for Pinners. We see Pins related to “gatherings” peak on Pinterest during the holidays, steadily rising throughout the year and spiking in the month of December. But people on Pinterest aren’t just carefree guests—they’re also 3x more likely to be planning an event than non-users, according to a Millward Brown study.
So what kind of inspiration do these party planning Pinners seek out? Our own study found that for Pinners there are four essentials linked to year-end “entertaining:” dinner parties, holiday table decor, party themes and cocktails.
In fact, people actively search on Pinterest for the perfect drinks to serve at their holiday gatherings or to bring as a gift. Top “drinks” searches in Q4 include: Christmas drinks, holiday drinks, alcoholic drinks, drinking games, detox drinks, Thanksgiving drinks, mixed drinks, vodka drinks and alcoholic drinks for a party.
1. Serve up memorable spirits—shaken and stirred
With 9.5 million Pins in Q4 alone, spirits are the largest alcohol category on Pinterest. 72%of engagement comes from millennials*. Spirits Pins climb up around the holidays with another uptick around spring break. Pinners searching for spirits also look for cocktail recipes, liqueurs, simple syrup and creative packaging design, according to our research.
Ideas for your business: Spotlight holiday-inspired cocktails (coffee ice cubes + vodka vanilla +Baileys, anyone?) that may be simple but unexpected. Get the party going with spicy recipes like Peppermint Eggnog Milkshake shots (millennials love some spicy flavors!) Feature special holiday gift ideas like candy cane vodka in a mason jar that will make Pinners the star of the their next holiday soiree.
2. Share unexpected ways to gift and serve wine
Wine and champagne are a natural part of toasting the season. Last year, there were 8.8 million wine & champagne Pins in Q4 alone. Not surprisingly, engagement with wine-related Pins peaks during the last quarter of the year.
When searching for wine, Pinners also search for wine packaging, label design, cocktail recipes and wine accessories. Our research found that 58% of Pinners searching for wine are between the ages of 21-34. Specifically, these millennials* use Pinterest to find unique ways to gift wine or transform it into a new cocktail.
Ideas for your business: For Pinners, it isn’t enough to just bring a bottle of wine to the party—it’s a potential conversation starter. Showcase fun ways to dress up wine bottles (who doesn’t love a holiday gnome?) or turn wine into the key ingredient (Pomegranate and Rosemary White Sangria!) that will be your signature drink when the ball drops.
3. Transform beer into a sophisticated option
Beer Pins spike during St. Patrick’s Day, Oktoberfest and the Super Bowl but interest remains high with 3 million beer Pins saved in the last quarter of the year. Most of the Pinners (66%) searching for beer are millennials*. When searching for beer, Pinners also search for beer party decorations, craft beer, packaging design and cocktail recipes.
Ideas for your business: Beer Pins tap into the core interests surrounding holiday celebrations especially for millennials*. Remember on Pinterest, beer offers a much broader opportunity than just recommending a lager versus an ale. It’s also about ingenuity. Highlight festive flair that can transform that six pack into a pack of reindeer or clever recipes for a pumpkin cider ‘beer-tail’ and anything-but-typical edible gifts like chocolate, salted beer brittle.
*Pinterest is LDA-compliant. If you are interested in promoting alcohol content, please reach out to your Account Manager.
—Stephanie Kumar, currently Pinning to Dreamcations