comes early CHRISTMAS
Change your plans. Your customers already did. By Andrea Mallard, CMO Pinterest
B
rands love reaching their most
on Pinterest aren’t delaying. They’re
passionate customers. As a former retail
starting earlier than ever this year. That’s
CMO myself, I get it. When you reach
saying something, because at Pinterest,
early planners, you reach the CEOs of the
we’re used to early. Searches for
household—an audience that buys and spends more. Reach
‘holidays’ start appearing on Pinterest
them first, and you have a shot at being their first choice
months before other search platforms.
when it’s time to shop. And yet, for as long as marketers and advertisers have
But this year, Pinners are starting to search for holiday ideas even earlier
been prioritising planners—the early, a-types—they’re
than ever before. Historically, people
making some seriously incorrect assumptions about this
on Pinterest start making holiday plans
key audience right now. I heard from a CMO recently: “I’m
in September. This year, they started
holding all of my holiday planning. Nobody is thinking that
searching and saving for holidays… in
far in the future yet.” Right?
April. Holiday searches jumped 77 per
Wrong. Our latest research suggests the opposite. People 34 giftguideonline.com.au
cent in April 2020 vs. April 2019. That