Visual discovery platform Pinterest has revealed Q5 marketing and trend tips and insights.

Insights:

• Q5, the week between Christmas and New Year’s Day is one of the most active periods of the year on Pinterest.
• 55% of weekly Pinterest users keep buying online, and 45% continue buying in-store, giving brands an extra sales window and an important marketing opportunity.

Goodbye gifts, hello deals

• During Q5, two of the most-shopped categories on the platform are Food and Drinks and Fashion.
• For example, Pinterest searches for ‘new year's cocktails’ surge by 9.8x,2 and ‘nye casual outfit’ increases by 30x.
• Shoppers on Pinterest are also switching gears and taking advantage of Q5 sales as they buy for themselves.
• This is particularly seen in health and beauty, another top-shopped category on Pinterest. As the year draws to a close, people on Pinterest are searching for ways to treat themselves, which we see in beauty categories like clear skin (+2.1x), detox bath (+48%) and body oils (+22%).

Mindfulness matters

• During the quiet days after the festive season, people also take the opportunity to turn inwards for some much-needed reflection.
• It’s a time when they are looking to reset for the year ahead in categories such as goal-setting, self-care, finance, health and home.
• More than 1 in 3 Pinterest users set New Year’s resolutions and goals. They’re 2.4x more likely to do so compared to non-Pinners.

Searches that people on Pinterest are more likely to look for, compared to the rest of the year:

• ‘budgeting’ +2.5x6
• ‘personal finance’ +2.3x7
• ‘home organisation ideas’ +79%8
• ‘vertical vegetable garden’ +74%9
• ‘makeup routine’ +14%10

How Pinterest’s AI-powered visual search features help Q5 shoppers

73% of consumers said that the visual nature of Pinterest results makes it better than traditional search.

Maximise the potential of Q5:

• Drive omnichannel results: Local inventory ads help you to put your on-the-shelf products in front of nearby shoppers, and encourage local delivery or pick-up from shops. You can also showcase available products with shop-level data, such as price and availability
• Tap into trends: Optimise your ad strategy and reach Pinners effectively by using the Pinterest Trends tool to stay informed on search behaviour as it evolves during Q5.

For more information, visit pinterest.com.