The holiday season is fast approaching, but looking even further, the post-Christmas period is also coming up, which is another consideration for marketers looking to maximize their end-of-year sales push.
This week, Pinterest has provided some new tips for marketers looking to tap into post-holiday demand. The platform's advice essentially boils down to switching focus, and ensuring that Pins and Pin promotions remain relevant amid shifting consumer intentions.
As per Pinterest: “On Pinterest, the week between Christmas and New Year’s — also known as Q5 — is a high-engagement period, driven by increased searches and saves. But the mindset shifts: from gifting to self-purchase, from celebration to planning, and from browsing for others to acting on ideas for themselves.”
Based on this, Pinterest has shared three planning tips to help marketers maximize performance in the post-holiday period.
- Switch the focus of campaigns: Pinterest said that marketers should switch from gifting to connecting with personal use cases. This should also be reflected in visuals, with a move away from gift-led presentations and more toward personal, everyday contexts.
- Move from festive celebration to planning: The new year sparks a renewed focus on self-improvement for many people, which should also be reflected in Pins. Pinterest said marketers should hold onto some of the warmth of the season, while also leaning into what’s coming next, with a focus on planning, organization and routine updates.
- Switch from seasonal urgency to highlighting utility: The focus leading into the holidays is getting products in time and finding the right last-minute gifts, but that urgency is immediately gone after the fact. Pinterest said brands should switch focus to highlighting how their products fit into people’s daily routines, so marketers can help people get organized, plan ahead and make life easier.
The overall advice is that marketers should be aware of the change in consumer attention after the holidays, switching from gifting to self-care, which should be reflected in their approach.
Pinterest added that specific brands will have a different focus after the holidays: “For example, if your goal is awareness, inspiration and fresh-start possibility may be most relevant. If your goal is consideration, it can help to show how your product fits the routines, choices or plans people are shaping next. And for sales goals, product-led creative can help people act on those plans simply and quickly.”
Pinterest also said it has a range of tools that can help brands convert their assets to change promotional focus, including its improved ad tools, as well as its Media Library and its Smart Assembly process, which can convert existing assets into ads.
