Today’s lesson: reaching back to schoolers on Pinterest

image of school supplies

Ideas for the whole family

Around 47 million people used Pinterest to find back-to-school ideas in 2017, and even more will this year.3 With over 80% of US moms and over 40% of US dads on Pinterest, there’s a huge opportunity for brands to reach parents while they shop for the new year.4 In fact, 81% of parents on Pinterest say they couldn’t live without our app.5

Becki, an Atlanta-based mom, uses Pinterest to find kid-friendly recipes, outfits and activities. “I love that me and my daughter can use it together for what she's interested in looking at, too,” she told us.

But it’s not just parents looking for ideas. Pinterest reaches almost 50% of US college-aged students, making it a great place to reach students heading off to school.6 Jillian, a college freshman in Orlando, uses Pinterest to find inspiration for things she needs for school, with boards dedicated to her kitchen and bedroom, and to cleaning and organizing. She wound up buying a green cleaning product she found through a promoted Pin on Pinterest.

“I use Pinterest different than my than my other social media platforms because I derive more inspiration from it rather than on Instagram or Facebook or Twitter or anything like that,” said Jillian.

Back-to-school behavior

People come to Pinterest when they’re actively looking for ideas, and the proof is in the pudding: 90% of people on Pinterest say they get ideas on what products to buy from our platform.7 And Pinners plan earlier than anyone else—back-to-school season on Pinterest starts as early as May, ramps up in July, and peaks in early August.8

With the way Pinners act, brands have a huge opportunity to inspire them and help them make decisions. From fresh outfits to affordable furnishings to quick lunches, Pinners look to brands for inspiration. They’re 1.4x more likely than non-Pinners to buy children’s clothes, 1.4x more likely to purchase home decor, and 1.2x more likely to buy groceries based on recommendations from brands.9

How brands can stand out

Here are a few of the ways your brand can shine as parents and students prepare for the school year:


Give harried parents some help with simple ways they can refresh their kids’ style, like piecing together mix-and-match outfits. Staples like denim, trainers and solid tops paired with statement pieces like dusters, boho dresses and kimonos are what’s in right now.

Recommended interests: mom advice, pre-k resources, elementary schools, women’s fashion, family activities  


Leaving home for college can feel uncomfortable, but a cozy dorm can make all the difference. Help college students deck out their dorms by sharing a variety of decor—from boho to industrial to eclectic—that show how a few products can really pull a room together.

Recommended interests: home decor, interior design, wallpaper, storage, college


Following a relaxing and care-free summer, heading back to school can be total chaos for kids and parents alike. Weekday dinners and on-the-go snacks are what they need to ease back into their routines. Oh, and bonus points for healthy meals that don’t break the bank.

Recommended interests: mom advice, fruit, healthy recipes, family activities, parenting

–Eric Alessi, saving to Apartment Inspiration


Learn more about moments on Pinterest?

1National Retail Federation, Back to School Spending, July 2017

2National Retail Federation, Back to School Spending, July 2017

3Pinterest Internal Data, US, Jan - Dec 2017

4comScore, Jan 2018

5Pinterest internal Survey 2017 | Pinterest weekly users

6comScore, US Jan 2018

7GfK, US, Path to purchase study with weekly Pinners, Dec 2017

8Pinterest Internal Data, US, Jan - Dec 2017

9Qualtrics, US, Back to School Survey, Sep 2017