Pinterest has shared some new data key user trends in the post-Christmas periodor ‘Q5’ as it has become known in marketing circles.
With most people taking a moment to relax and the post-Christmas sales taking center stage, it could be a great time to end your year, and Pinterest says there’s a lot of activity during this time.
According to Pinterest:
“While the prime gift-giving season may be over, shoppers aren’t putting away their wallets just yet. Q5, the week between Christmas and New Year’s Day, is one of the most active times of the year on Pinterest. 55% of weekly Pinterest users continue to buy online and 45% continue to buy in-store, giving brands an additional sales window and an important marketing opportunity.”
During the fifth quarter, Pinterest actually said that searches in the app rise to ‘one of the highest peaks of the year’.
“Instead of finding gifts, shoppers are turning their attention to items that will make gatherings with loved ones extra special in other ways, especially in two of the most shopped categories: food and drink and fashion. For example, Pinterest searches for ‘New Year’s cocktails’ are up 9.8x, and casual outfit increase by 30x.”
Pinterest says shoppers also want to take advantage of the fifth quarter sales as they buy for themselves.
“We’re seeing this especially happening in health and beauty, another popular category on Pinterest. As the year comes to a close, people are looking for ways to treat themselves on Pinterest, which we’re seeing in beauty categories like clear skin (+2.1x), detox bath (+48%) and body oils (+22%).”
Pinterest also notes that people also focus on goal setting during the period Pinners are 2.4x more likely to make resolutions than non-Pinners.
That makes sense. Pinterest is really about research and planning, and as such brands can connect with Pin users with Pins and Pin promotions related to budgeting (+2.5x in Q5), personal finance (+2.3x), home organization (+79%) and more.
Some valuable notes that can help you plan your post-Christmas marketing campaign to maximize your chances.
You can read Pinterest’s full Q5 tips overview here.
#Pinterest #shares #marketing #trend #tips #quarter