Pinterest has shared some new data on key user trends in the post-Christmas period, or "Q5” as it’s become known in marketing circles.
With most people taking a moment to relax, and post-Christmas sales driving attention, it could be a great time to cap off your year, and Pinterest says that it sees a heap of activity within this period.
As per Pinterest:
“While the core 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 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.”
Indeed, during Q5, Pinterest says that searches in the app spike to “one of the year’s highest peaks.”
“Instead of finding gifts, shoppers are turning their attention to items that will make get-togethers with loved ones extra special in other ways, especially in two of the most-shopped categories: Food and drinks and Fashion. For example, Pinterest searches for ‘new year's cocktails’ surge by 9.8x, and ‘nye casual outfit’ increase by 30x.”
Pinterest says that shoppers are also looking to take advantage of Q5 sales, as they buy for themselves.
“We particularly see this happening 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%).”
Pinterest also notes that people also turn to goal setting in the period, with Pinners being 2.4x more likely to set New Year’s resolutions than non-Pinners.
Which makes sense. Pinterest is really about researching 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, which could help you plan for your post-Christmas marketing push, in order to maximize your opportunities.
