Pinterest Secret Santa takes the guesswork out of giving

Secret santa

This year, Santa’s making a list and he’s checking it twice on Pinterest. To take some of the stress out of the holiday season, we’re launching the first ever Pinterest Secret Santa. Our goal is to help Pinners make gift shopping less of a guessing game and provide ideas that recipients are sure to love.

It’s the ultimate personalized gift guide. Here’s how it works: Pinterest Secret Santa allows people to find friends or family on Pinterest. It then uses the Pinterest API to create custom gift idea boards based on what those friends or family members have been saving.

And if the people they’re shopping for aren’t on Pinterest? Santa’s still got them covered. Pinners can select a gift persona that resembles the person they want to give to, from world travelers to pet parents.

Pinners are a giving bunch

Pinners are a giving bunch after all: they’re 35% more likely to buy gifts than non-Pinners and spend 45% more when they do.1

Pinners will see personalized idea boards that include Pins of trending gift ideas like net bags and neon lights, gift suggestions from five major brands and suggestions from Santa himself.

Throughout the season, Santa will be saving holiday ideas just like other Pinners. Follow along for beard grooming ideas, cookie recipes and chimney inspiration. (Hint: It’s gotta look good, and Santa’s got to be able to slide down it.)

Joining forces with brands

Pinterest Secret Santa is also getting help from some heavy-hitting elves. Four major brands will offer up gift ideas. Amazon will provide toys and game ideas, plus their Echo division will offer tech suggestions. Bed Bath & Beyond is supplying ideas for the home. CVS Pharmacy will showcase the gifting supplies—wrap, tags, boxes, cards—available in their stores. And Universal Pictures will tease the release of “Despicable Me 3” for the holidays.

The fact that Secret Santa can provide more personalized gift recommendations is a great opportunity for brands. “Holiday shoppers already use Pinterest for gifting inspiration and Pinterest Secret Santa is a new way to find fun ideas for the holidays,” said Joe Eibert, VP Digital Marketing, Universal Pictures Home Entertainment. “We’re excited to bring “Despicable Me 3” to life for the whole family through the personalized Secret Santa gifting tool.”

How your brand can reach holiday shoppers on Pinterest

Pinners start searching for holiday ideas 2x earlier than people who don’t use Pinterest so now’s the time to share your gift ideas. Check out our holiday content series for the latest gift trends, plus tips for reaching holiday shoppers. Category-specific holiday posts provide strategies for reaching Pinners if you’re in Beauty, Entertainment, Food or Retail.

May your holiday ideas be jolly and bright!

—Nancy Jeng, saving gift wrap ideas to It’s a wrap

 

1Oracle Data Cloud, Pinterest retail audience profile, May 2017