Why January is prime time for advertisers on Pinterest

While retailers catch their breath after the hectic holiday season, many brands breathe a sigh of relief and switch off their advertising campaigns. But what if this universal "pause" is actually a missed opportunity for brands? While most digital platforms see a post-holiday slump, Pinterest experiences a surprising surge. 

New insights from Pinterest reveal a surprising trend that savvy advertisers won't want to ignore.

The January advertising myth

Traditionally, many advertisers view January (or Q5) as a "blackout period" for several reasons:

• Post-holiday budget fatigue among consumers

• Perception of high Cost Per Mille (CPM) rates

• Assumption of lower user engagement

While conventional wisdom suggests that post-holiday fatigue leads to disengaged consumers and inefficient ad spend, Pinterest is turning this assumption on its head. 

Why Pinterest bucks the trend

High intent users

Pinterest is a discovery engine where people come to plan their next moves. January is a bustling time on Pinterest. Users are planning upcoming celebrations, seeking out post-holiday deals and kickstarting New Year's resolutions. 

In fact, the week between Christmas and New Year’s sparks a surge in searches, where some of the highest levels of search volume of the year are seen on Pinterest.¹ Pinterest users are also in the market to find new products and brands during their post-holiday time, during Q5 advertisers have seen a 30% increase in conversion rates compared to the holiday period.²

People aren’t only searching on Pinterest—they’re shopping

Our data reveals that Cost Per Mille (CPM) and Cost Per Action (CPA) rates on Pinterest are actually lower in January compared to the holiday season.³ This means advertisers can reach more people and drive more actions for less investment.

In 2023, from the peak holiday season though to the end of January saw a 36% decrease in CPA and an 80% increase in ROAS.⁴ This means that people come to Pinterest to shop in the wake of the holidays and the intent resulted in increased efficiency for advertisers.

Making the most of the post-Christmas period

To capitalis on this unique landscape, consider these strategies:

1. Stay always-on: Maintain your presence on Pinterest through January to capture the attention of highly engaged users.

2. Optimise for shopping: Upload your product catalogs and run shopping campaigns to tap into the purchase intent of Pinterest users.

3. Think full-funnel: From awareness to conversion, January on Pinterest offers opportunities at every stage of the customer journey.

As you plan your advertising strategy for the year ahead, remember: January on Pinterest isn't a time to wind down—it's a time to rev up. By staying active when others go quiet, you have the chance to stand out, connect with motivated consumers, and start your year strong.

Ready to unlock the potential of Pinterest this January? Contact your Pinterest representative to get started.