Early Holiday Planning Strategies: A Q&A with Pinterest’s Canada Country Manager

As we find ourselves nearing the end of summer, the festive season may seem a world away. However, for brands and marketers, planning for the holiday rush should already be underway. To help navigate these crucial preparations, we've had the privilege of speaking with Kristie Painting, Pinterest’s Canada Country Manager.

So, as we enjoy the last of summer sun and start to cast our eyes towards the festive season, let's dive into our conversation with Kristie.

Q: Pinterest has been instrumental in shaping consumer trends and preferences, especially during the holiday season. Can you share your insights on how early engagement with consumers can give brands an edge?

KP: Here at Pinterest, holiday planning doesn’t start once Halloween is over—it starts six months in advance as people on the platform are already deep in holiday-related searches. From planning multi-course meals and exploring decor ideas to finding winter getaways and brainstorming ways to make this year’s holidays the most memorable yet, people come to Pinterest as early as June for inspiration.

This proactive planning phase is pivotal for brands. At this stage, consumers are in the discovery phase, meaning they have not made any decisions yet and are open to new ideas. Brands are additive on Pinterest, so advertisers have the unique opportunity to reach holiday shoppers on Pinterest early, and when they’re most receptive.

As searches for the holiday season start to ramp up, brands that have established an early presence are better poised to resonate with their audience, optimizing their campaigns and budget allocations effectively to ensure their products are on consumers’ festive wishlists.

Q: Modern advertising solutions are constantly evolving. How is Pinterest innovating to help brands reach audiences more effectively?

KP: What sets Pinterest apart for advertisers is our commitment to a platform where ads enhance the user experience, consumers have high purchase intent, and the overall environment is positive and inspiring. Unlike many platforms, ads on Pinterest are not just accepted but actively sought out and acted upon, since Pinterest is a destination for personalised, taste-driven, actionable ideas.

We’re always developing innovative and engaging advertising solutions across the funnel, so advertisers have the ability to diversify their campaigns to maximize their reach and increase conversion. Earlier this summer, we introduced Premiere Spotlight, a new high-impact awareness ad solution where brands can exclusively own premium placements on the platform for maximum visibility with Pinterest users. Advertisers in Canada have seen amazing results with Premiere Spotlight so far. One example is Old El Paso, who owned the search landing page and shared engaging meal ideas to a broad audience, which resulted in a 2.2x increase in video completion rate.

We also know that mixing ad formats can yield better results than just one format on its own. On Pinterest, campaigns that utilize multiple ad formats are 53% more likely to achieve incremental sales. Thus, using formats like Premiere Spotlight, video ads, and Idea ads are essential components in diversifying strategies for the upcoming holiday season. Advertisers in Canada have consistently seen success by diversifying their ad formats - check out our latest case study from Tim Hortons to see how they reached a wide audience with tailored holiday messages on Pinterest.

Q: There's a rising trend among Gen Z consumers to rely on platforms for holiday inspiration. Can you offer a closer look at demographic-specific strategies that have worked well on Pinterest?

KP: Gen Z represents one of the fastest-growing demographics on Pinterest and they are actively seeking holiday inspiration on the platform. In fact, Gen Z holiday shoppers are 73% more likely to say Pinterest offers inspiration for the holidays compared to other platforms according to Reach3 research commissioned by Pinterest in February 2023.

What makes Pinterest so appealing to Gen Z is our understanding of the content they’re looking for and the type of environment they want to be in while online – a positive environment where they can discover content that genuinely resonates with them. And they come to shop! Gen Zers on Pinterest are 35% more likely to have purchased online in the last week than Gen Zers not on Pinterest, according to research we conducted in 2022.

We also know that Gen Zers benefit from Pinterest as a place for positive mental and emotional well-being. A study we conducted in partnership with UC Berkeley's Greater Good Science Center found that just 10 minutes a day on Pinterest can buffer against feelings of burnout, stress, and social disconnectedness. This is especially significant for Gen Z users, who are often navigating high-stress periods like university finals. Moreover, this positive impact isn't just emotional; users reported sleeping 7% longer, indicating a tangible benefit to their physical health.

Brands come to Pinterest to reach Gen Z in authentic, intentional and inspiring ways, which only escalates around higher intent moments like the holidays.

Q: Given the current economic landscape, there's an increased consciousness amongst consumers towards smarter spending and early planning. How can brands leverage this trend to their advantage during the holiday season?

KP: In an era of rising prices, consumers are proactively seeking the best value for their money, conducting extra research before making a purchase decision. These planning moments are a key time for brands to be a part of, as it inserts them into the path from discovery to purchase.

Our data shows that Pinners view Pinterest as a tool for smarter spending, primarily because they approach the platform with a clear intent to plan and make informed purchases. 56% of Canadian festive shoppers on Pinterest stumble upon new brands and products during the holiday season, giving brands on the platform a timely avenue to engage consumers precisely when they're most receptive.

Additionally, 97% of searches on Pinterest are unbranded, presenting a golden opportunity for brands, irrespective of their size, to gain visibility. By implementing a comprehensive, full-funnel campaign on Pinterest, brands can achieve a conversion rate that's three times higher than those without a strategic approach.

Q: Finally, what are some emerging trends that brands should be aware of as they plan their holiday campaigns for the upcoming season?

KP: In today's evolving digital landscape, consumers are proactively turning to online platforms, seeking inspiration well ahead of the festive season. A standout trend at Pinterest is the surge in unbranded searches, signalling an openness among consumers to explore and embrace new brands, and an opportunity for advertisers to make a lasting impression.

The power of data-driven insights cannot be overstated. Brands leveraging tools like Pinterest Trends that delve into emerging trends, demographic interests, and seasonal nuances are better positioned to craft campaigns that resonate deeply with their audiences. Furthermore, the emphasis on values-based planning is unmistakable, especially among the Gen Z demographic, who are keenly aligning with brands that mirror their personal values.

Lastly, the key for success is diversification. Embracing a mix of ad formats and integrating them into comprehensive campaigns has proven to yield superior conversion rates, underscoring the significance of a multifaceted approach as we head into the holiday season.