Pinterest has unveiled fresh data on key user trends during the post-Christmas period, often dubbed "Q5" in marketing circles. This week, nestled between Christmas and New Year's Day, represents a significant, often underestimated, marketing moment for brands as consumers shift their focus from gift-giving to personal purchases and future planning.
The platform highlights a substantial surge in activity during Q5, noting it as one of the most active periods of the year. While the core holiday shopping season concludes, consumer spending doesn't cease. According to Pinterest's insights, 55% of its weekly users continue to shop online, and 45% make in-store purchases, presenting an invaluable extended sales window and marketing opportunity.
“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.”
During Q5, Pinterest observes that searches within the app spike to "one of the year's highest peaks." The focus of these searches shifts dramatically from finding gifts for others to items for personal enjoyment and celebration.
“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.”
Beyond celebratory items, Pinterest also notes a strong trend of shoppers taking advantage of post-holiday sales to buy for themselves, particularly within the health and beauty sector. The platform sees significant interest in self-care and wellness as the year draws to a close.
“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%).”
Furthermore, Q5 is a prime time for goal setting. Pinners are 2.4 times more likely to set New Year's resolutions compared to non-Pinners. This aligns perfectly with Pinterest's nature as a platform for research and planning. Brands can effectively connect with users by promoting Pins related to common resolutions and planning needs, such as budgeting (+2.5x in Q5), personal finance (+2.3x), and home organization (+79%).
These valuable insights offer a clear roadmap for brands to optimize their post-Christmas marketing strategies and maximize engagement during this crucial "Q5" period.
For a comprehensive overview, you can read Pinterest’s full Q5 tips here.
