Pinterest has published a 2025 festive season marketing guide.

What are the festive season consumer behaviour insights for 2025? 

• To build sales and shopper loyalty, brands need to move beyond the last-minute push and focus on early planning, personalisation and meaningful moments. 
• On Pinterest, someone searches for a gift every six seconds between October and December.
• Almost half of monthly users on Pinterest are likely to create festive wishlists they revisit later, setting the stage for thoughtful, considered gifting.
• Self-gifting wishlists build momentum from October and peak in November, followed by a surge in “gift ideas for others” in December.

Personalisation and curation are everything

• On Pinterest, 55% of monthly users say they like personalised product recommendations during the festive season - 10% more likely than non-users.
• Popular searches like “gift baskets for him”, “creative gifts” and “teen Christmas wishlist” all show that people are looking for inspiration tailored to their relationships and interests.
• When brands respond with festive boards thoughtfully curated from their catalogue - hand‑picked Pins organised by recipient, interest and price point - they deliver ideas that feel personal and earn a place on shoppers’ wishlists.

Saves signal intent

• On Pinterest, inspiration is the first step toward results. 
• 55% of monthly Pinterest users are more likely to purchase an item they’ve saved, showing that early inspiration can lead to festive sales.
• These shoppers are thoughtful planners and generous gifters, and spend more during the festive season.

How to make your brand unmissable this season?

• Lead with creativity and curation: Use Collections ads to put tailored gift ideas front and centre.
• Earn trust with trends: Gifting Trend Badges help shoppers feel confident in new finds. Plus, they have been shown to help boost conversion rates by 2.4x11 and 2 in 3 Pinners even trust them more than standard Pins.
• Be first: Sponsor editorial surfaces to connect at the very start of their festive planning. 
• Extend your impact: Use the Pinterest Trends tool and AI-powered personalisation from Pinterest Performance+ to keep ideas relevant all season.
• Maximise return: Advertisers in Australia who ran full-funnel campaigns on Pinterest in Q4 saw a 154% lift in YoY ROAS versus those that did not.
• Secure your space: Lock in placements before competition peaks. Early action means your brand can be discovered first, while shoppers are still open to new ideas.

For more information, visit pinterest.com.