The 2024 holiday season offers a sweet opportunity for eCommerce businesses to treat shoppers to delightful products. With Pinterest Ads offering a delicious lineup of ad formats and advanced targeting tools, you can indulge buyers at every stage of their holiday journey. From planning to purchase, this guide will help you unwrap Pinterest’s advertising magic and sugarcoat your sales strategy to maximize results.
This delectable guide combines Pinterest’s latest insights to sweeten your campaigns and ensure your products are the treat everyone wants to unwrap this season.
Why Use Pinterest Ads this Holiday Season?
Pinterest is the go-to platform for shoppers who crave inspiration and love to plan ahead. With 518 million monthly users, Pinterest offers a delicious mix of ideas, shopping opportunities, and personal touches, making it perfect for the holiday season.
Unlike platforms where users passively scroll, Pinterest is where people actively gather their favorite “treats” and curate perfect gift lists like candy jars.
Key Pinterest Stats for the 2024 Holiday Season:
- 71% of users discover new brands and products on Pinterest.
- Pinterest holiday shoppers spend 40% more than those on other platforms.
- Advertisers running Q4 campaigns on Pinterest saw a 40% higher ROAS than those who didn’t.
Pinterest’s High-Intent Holiday Audience
Pinterest’s holiday audience isn’t just here to browse—they’re on a mission to make this season sweet. These motivated, intentional shoppers search with high intent and a hunger for meaningful finds. Pinterest’s audience doesn’t just save ideas; they turn inspiration into action, making them important for a successful holiday Pinterest advertising strategy.
Why This Audience Matters for Your Holiday Strategy
Pinterest’s audience brings more than just spending power to the table—they bring intention, creativity, and action. With Pinterest acting as both a discovery engine and shopping platform, brands can connect with users at every stage of the journey, ensuring their products become part of memorable holiday experiences.
Highly Engaged and Growing Audience
Gen Z—the fastest-growing and most engaged demographic—makes up 42% of Pinterest’s global audience, with Millennials following closely. These digital sweethearts are shaping holiday shopping trends and setting the tone for festive spending.
Creative and Personalized Celebrations
Gen Z and Millennials are mixing traditional flavors with fresh new twists, celebrating with Polar Plunges, Winter Solstice parties, and self-care rituals. Their focus on personalized celebrations opens delicious opportunities for brands to tap into unique holiday moments.
Active Planners and Savvy Shoppers
Pinterest users aren’t window shoppers—they’re candy connoisseurs who plan, save, and take action. With holiday shopping starting as early as July, brands have ample time to sweeten the deal and engage with these eager planners.
Higher Spending and Less Price Sensitivity
Pinterest shoppers indulge more freely, spending 40% more than those on other platforms. They are 1.5x more likely to go all out on gifts, decor, and experiences, treating themselves and their loved ones to memorable celebrations.
This high-intent audience gives your brand a competitive edge—engage them with sugar-sweet content and seamless Pinterest ads, and you’ll capture their attention early to drive meaningful conversions.
Full-Funnel Pinterest Advertising Strategy
Pinterest helps brands satisfy shopping cravings at every stage of the funnel—from building brand awareness to converting high-intent shoppers. Below is a recommended strategy to sweeten your campaign results.
STEP 1
Awareness: Inspire Early Engagement
Start your holiday campaigns early and stir curiosity by introducing your brand to Pinterest users as they begin planning. Shoppers start craving ideas as early as July, so positioning products through Pinterest ads early ensures they land at the top of wish lists.
Recommended Ad Types:
- Image Ads: Display your products like eye candy to spark inspiration.
- Video Ads (Standard or Max Width): Capture attention with delicious lifestyle content.
- Premiere Spotlight Video Ads: Secure premium ad placements to keep your brand center stage.
Pro Tip: Align campaigns with trending searches like “Holiday cookie swap” or “DIY holiday gifts” to stay relevant early in the season.
STEP 2
Consideration: Narrow the Choices
As users compare options, use interactive ad formats to help them “taste test” different products. Shoppers on Pinterest are savvy planners—they collect multiple ideas and visualize the sweetest options before deciding.
Recommended Ad Types:
- Carousel Ads: Serve up a variety of product options in a swipeable format.
- Collection Ads: Bundle items like a gift box, telling a story with complementary products.
- Quiz Ads: Engage users with personalized quizzes to help them find the perfect treat or decor.
Pro Tip: Cater to less traditional celebrations like Solstice parties or vision-boarding events to resonate with younger audiences who crave unique holiday flavors.
STEP 3
Conversions: Drive Quick Purchases with High-Intent Pinterest Ads
As the holidays draw near, it’s time to satisfy those purchase cravings. Shoppers on Pinterest are ready to indulge, and conversion campaigns are key to turning their saved ideas into purchases. Brands that ran Shopping Ads on Pinterest last year saw 60% higher ROAS during the holiday season.
Recommended Ad Types:
- Shopping Ads: Transform your catalog into a shoppable candy jar that customers can’t resist.
- Shop Video Ads: Show product videos that tempt buyers to click “Add to Cart.”
- Direct Links & Mobile Deep Links: Smooth the path to purchase by directing shoppers to the exact product pages.
Pro Tip: Launch your conversion campaigns by late October to catch last-minute shoppers, using messaging like “Limited Stock” or “Order by December 20 for Christmas Delivery” to drive urgency.
STEP 4
Maintain Momentum Beyond the Holidays
As the holidays draw near, it’s time to satisfy those purchase cravings. Shoppers on Pinterest are ready toJust because the holidays are over doesn’t mean your sugar rush has to end. As New Year’s celebrations gain popularity, shoppers return to Pinterest for inspiration. Use post-holiday campaigns to keep your brand visible and build relationships with new customers heading into the New Year.
Recommended Ad Types:
- Image Ads: Promote New Year’s Eve parties or post-holiday clearance sales.
- Idea Ads: Inspire with self-care rituals or trends for the year ahead.
- Premiere Spotlight Video Ads: Keep your brand in the spotlight with premium placements.
Pro Tip: Incorporate “New Year, New You” campaigns in January to capture early interest and reduce CPIs.
ADVANCED STRATEGY
Performance-Boosting Tools to Sweeten Your Campaigns
Pinterest offers multiple tools to help you improve ad performance and make the most of your campaigns:
- Pinterest Tag & Conversions API: Use these tools together to track customer actions and optimize performance, even with cookie restrictions.
- Pinterest Trends Tool: Identify seasonal search trends and align your Pinterest ads with popular topics.
- Performance Plus Suite: This tool cuts campaign creation time by 50% while improving CPC and CPA by 10%. Use it to automate carousel and collection ads, making your ads as irresistible as candy.
- Direct Links: Reduce friction by taking users directly to your product pages, ensuring fewer clicks to conversion.
- Pinterest Tag & Conversions API: Use these tools together to track customer actions and optimize performance, even with cookie restrictions.
Unwrap Holiday Success with Pinterest Ads in 2024
Pinterest shoppers are sweet, motivated planners—they’re not just browsing; they’re shopping with purpose. By building a full-funnel Pinterest advertising strategy, your brand can indulge every craving and deliver delightful shopping experiences.
Sweeten Your Advertising Strategy with cyberlicious®!
This holiday season, treat your audience to irresistible campaigns that:
- Run diverse formats tailored to their tastes and behaviors.
- Experiment with new ad types like Quiz Ads and Shop Video Ads.
- Leverage Pinterest’s visual-first platform to make every click a sweet success.
Don’t miss out on the delicious opportunities Pinterest ads can unwrap for your brand! Partner with cyberlicious® to craft social media campaigns that indulge your audience and maximize holiday conversions.
