Pinterest published a new report on trending hobbies based on search activity, which provides an overview of some of the key trends gaining traction among consumers this season.
This could provide helpful guidance for marketing plans, enabling brands to align their promotions with the latest trending activities and fashion looks.
As explained by Pinterest: “After years of always-on feeds, people aren’t just unplugging — they’re choosing hands-on pastimes that command attention, reduce stress and make free time feel more satisfying. In fact, 51% of Gen Z say “having a hobby contributes to their joy.”
Pinterest said eight in 10 app users felt that the platform encouraged them to try something new offline. These insights highlight specific areas where Pinners are looking to experiment and lean into new options.
Pinterest identified nine key trend groups based on rising search activity:
- Kitchen Witch: Pinterest identified this trend based on rising searches for things including herbal apothecary (+595%) and how to make beeswax wraps (+250%). The report said Pinners are exploring various elements of creative kitchen projects, along with “old-world” crafts and experiments. The platform added that this could be a valuable consideration for brands, especially because of the upcoming September release of the film “Practical Magic 2,” which will be promoted in the app.
- Cosmic Reset: Pinners are learning astrology basics and experimenting with crystals for varying purpose. Searches for learn astrology (+733%), crystals and meanings (+606%) and tarot cards for beginners (+558%) have all seen big rises in attention.
- Home Café Engineering: Pinterest data showed that more people are looking to exchange coffee runs for at-home café vibes, with searches up for things like banana syrup recipe for coffee (+916%), vintage coffee corner (+430%) and Biscoff latte recipe (+359%).
- Backyard Botanist: Rising interest in hobbies including dried and pressed flowers (+457%), bird drawing sketch (232%) and nature meditation (+146%) are part of this broader trend, which encourages people to get outside and engage with nature.
- Weekend Equestrian: Stable style is seeing more interest in the app, with searches for rosette ribbon (+3,816%) barn jacket outfit women (+1,109%), dainty horse tattoo (+481%) equestrian aesthetic outfit (+219%) seeing more interest.
- Secondhand Sidequest: Pinterest said that old production runs and pristine leftovers from the 1990s and early 2000s are becoming popular again, with pleated skirts outfits (+427%), uniform shirts (+341%) and wool leg warmers (+62%) among the items regaining traction.
- Handmade Hacker: Pinners are designing their own media and engaging with the zine revival. They’re looking for inspiration for birthday magazines (+1,713%), digital zine design (+433%) and dream journaling (+128%) to create their own DIY publications and gifts.
- Curated Clutter: Photocards, anime figures and old DVDs form part of this upcycling sustainability trend, which includes Pokemon cards (+570%), figure display shelf (+79%) and DVD collection display (+41%)
- Casual Crafter: This personalized hobby trend includes dollhouse diy (+153%), clay bag charms (+1,499%), hand embroidery art (+1,351%) and beaded bag charms DIY (+965%).
Collectively, these trends could provide inspiration for marketing strategies, helping brands tap into key interests that could also align with their products.
