If a friend of yours told you that he is already picking Christmas presents, chances are you’d think he’s insane. It’s September! Who would think about that now? Many people, apparently. Or that’s what Pinterest is saying, at least. According to a recent blog post, Pinners are already searching and pinning gift sets and stocking stuffers – and marketers should be aiming at them as of today.
Pinterest cited a study by CivicScience, which found that 47 percent of the social network’s users begin shopping for Christmas before Thanksgiving. That’s an 8 percent more than the population overall. All this means that approximately 30 million people pinned holiday-related content in 2014, a number that represents almost 40 percent of Pinterest’s monthly users. In other words – an awful lot of people.
The fact that Pinterest users love Christmas contents isn’t really a surprise. Last year, pinners saved 92 million gifts and approximately 265 million holiday-related pins, from decor and fashion to food. What’s really surprising is that those numbers begin piling up as of right now – more than 90 days away from Christmas!
That’s why the company is already suggesting that small businesses and brands should start preparing and even launching their holiday marketing plans. The best way to do this, according to Pinterest, is to take a closer look to the social network’s analytics and prepare content that fits the criteria. Images with texts are among the best ways for a Pin to be clicked – and Pins that are clicked are 1.6 times more likely to convert.
Does this mean that it’s time to market for Christmas in all platforms? Not necessarily. But Pinterest’s report surely hints an interest in Holidays content that presents itself sooner than expected. So, perhaps your digital marketing strategy should start considering making the Christmas content available in other platforms to see how well it behaves.
In the meantime, you can also check this infographic developed by Pinterest to see how Christmas content thrives on the social network in this time of year.