6 types of holiday shoppers

Pinners are already thinking ahead to the holidays. And if you reach Pinners early, your campaigns will win out. 66% of weekly US Pinners say the “inspiration phase” of shopping influences what they buy. 1

Not every holiday shopper is the same, so we used our global data to find the nuances. Here are the six types of holiday 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 holiday decor, the early bird is already plotting next year’s festivities. Always on the lookout for bargains, they’ll snap up gifts and other holiday items all throughout the year. They’re also already looking into holiday travel—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 sales, but I plan to do a lot of it online.”

Early bird in her 30s, US 2


The traditionalist

A stickler when it comes to holiday customs, the traditionalist pretty much follows the same rituals year after year. Still, they do love finding fresh takes on old favorites—a new way to fix a roast, 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 the traditionalist is going to skip their traditions this year. If anything, they’ll be looking to the holiday spirit to help them 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, Australia 2



The self-gifter

Mindful that the holidays can bring stress as well as joy, the self-gifter looks out for number one. For self-gifters, the holidays mean “me” time just as much as they do family time. Self-care days are a holiday 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 holiday 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, US 2



The rookie host

With holiday travel likely to be up in the air, many will find themselves thrust into a new role: The rookie host. These newbies will need help—lots of it. They’ll be looking for festive cocktails and easy-to-fix appetizers along with winning suggestions for holiday 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 move from rookie 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?”

Rookie host in his 20s, Australia 2



The shipping-first shopper

Wary of stepping into brick-and-mortar stores, the shipping-first shopper stocks up on all their holiday necessities online. Things on their nice list this year: Free delivery, curbside pickup, 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 holiday crowds. Whatever the case, the shipping-first shopper is looking to minimize holiday hassle, so they can maximize 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 store.”

Shipping-first shopper in his 30s, Canada 2

Next-level party planner

With this holiday 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 holiday meal they cook up could grace a food magazine cover. Thanks to their total domination of the holiday 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 over the top with tons of decorations and a tree and activities, and Santa and everything.”

Next-level planner in her 30s, France 2




Learn more about holidays on Pinterest