Commentary

Pinterest Takes It Home For The Holidays

Pinterest released its holiday gift guide, offering information on rising trends and how brands can help consumers create lasting experiences by watching movies, cooking, and enjoying their homes.

The Pinterest "holiday gift guide: top giving inspiration this season" offers tips on helping businesses develop holiday messages as consumers look for ways to return to some sort of normalcy. Some 63% of consumers plan to celebrate traditional holiday moments in 2020. Keeping traditions alive means following gift-giving routines, with a few revisions. Searches for “Christmas wishlist” have increased by 83% since spring 2020.

The year-over-year increases for this report were calculated by comparing normalized global searches in August 2019 with those in August 2020. 

No ads drove the searches -- all were organic. COVID-19 trends are driving searches, from an increase in luxury gifts as people might have saved money in other areas like travel this year and wanted to splurge, to the thanks people show for teachers and other essential workers, supporting small and local businesses.

Early planning has also been a trend. Holiday shopping began as early as April this year.

Key gift-giving themes range from home gifts like frames and vases to kitchen utensils. This category rose 2.5 times in August compared with the year-ago month. Personalized cutting board rose 88%, and personalized apron rose 83%. Kitchen-themed gift baskets are also on the rise. Consumers are looking for an array of kitchen tools and home goods, home décor, and food and drink brands to put in the basket.

Interest in plants to decorate the kitchen and home rose two-times the amount this year, compared with last, as consumers look to create happy, green spaces in homes and gardens.

For those who love the movies but cannot go to a theater, there are movie-night gift boxes. This category rose three times in August compared with the year-ago month.

Even if it’s a different experience, brands can create how-to videos for a night at home watching movies with cozy blankets, tableware, popcorn, and hot chocolate.

Food and beverage brands can use Recipe Pins to promote their products in classic movie recipes like the cacio and pepe from the movie "Eat Pray Love," or just traditional popcorn. For fashion brands, consumers can create a Collection Pin with comfortable loungewear options for their family.

Interest in self-care package gift ideas are up 70%. Boards and how-to video Pins that refer to self-care and well-being can showcase products such as face masks, bath salts, essential oils diffusers, and dark chocolate. 

Consumers have become keenly aware of the ingredients in products -- many more today than in in the past.

Interest in products that fit specific skincare type rose 30%. By creating Pins with information on the content in their products, brands can attract consumers who are looking for details on the ingredients they use.

As people travel less, they are looking to splurge on higher-end gifts with searches for “luxury gifts,” which has multiplied by 3. Interest in jewelry rose five times in August compared with the year-ago month.

Parents are searching for ideas to keep kids busy around the home. Searches for indoor gyms for kids rose 2.5 times this year, and learning toys rose about 96%.

Next story loading loading..