Be their next holiday idea

People on Pinterest are ready to go big for holiday 2021. They’ve already started planning—and Pinterest is their first stop for new ideas.

Early adds up

Brands who start their holiday campaigns earlier in the season see better results on Pinterest.


incremental sales lift for brands who advertise early1


more conversions when people are exposed to Pinterest ads earlier in the holiday season2

A smiling Black woman accepts a large gift wrapped in blue paper with a big red bow, at the front door of her brick home

Holiday shopping starts on Pinterest

This chart shows indexed holiday searches on Pinterest, compared to a leading search engine.3 People come to Pinterest first. And every year, the majority of sales influenced by Pinterest are complete by Cyber Monday. In 2020, 60% of sales happened by that time.4

Line chart showing indexed holiday searches on Pinterest compared to a leading search engine, with the majority of sales influenced by Pinterest complete by Cyber Monday
A White couple looks out from the deck of an A-framed vacation home

Your timeline for success

The most effective holiday campaigns start in September, then include additional phases over time. Here’s how to sequence your holiday strategy so you reach people throughout the entire season.

Launch and inspire

Budget: Prioritize your budget for awareness campaigns so you’re top of mind as people start planning.

Creative: You can start running holiday messaging now, but you don’t have to. Even an increased presence at this time will help set you up for seasonal success.

Shift into high gear

Budget: More people are ready to spend, so move more budget to conversion campaigns. Keep running awareness and consideration campaigns too, to start finding new prospects.

Creative: Start running holiday visuals for most (if not all) of your creative. Make sure you have strong CTAs so people can act now.

Stick the finish

Budget: You’ll still see lots of purchases in December, so make sure to keep spend up and focused on performance.

Creative: At this point, people are searching for utility and convenience. Feature last-minute sales and label your shipping cutoff dates. Include clear, effective CTAs to help them check off their shopping list.

Find your holiday audience

We’ve identified six types of holiday shoppers on Pinterest. Use our personas research to find the right people for your holiday ads.

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Assortment of creative Pin examples

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Pinterest, meta study of Pinterest conversion lift studies for retail, global, 2020


Pinterest, internal campaign analysis, global, 2020. Early classified as 9/1-11/10; normal is 11/11-11/25; late is 11/26-12/31.


Compiled with Pinterest and publicly available third party data, global, Jan 2020–2021


Pinterest, internal analysis, Sep 2020–Dec 2020


NinthDecimal Measurement Report, December 2020. This footnote also corresponds to the data marked with *