Pinterest reveals Q5 marketing insights and trend tips to help brands boost engagement, reach new audiences, and maximize post-holiday performance.
Pinterest has released new data highlighting key user trends during the post-Christmas period, commonly referred to as “Q5” in marketing circles. With audiences unwinding and focusing on post-holiday sales, Pinterest reports a significant spike in activity, making this window a strong opportunity for brands to close out the year.
Search Activity Surges in Specific Categories
According to Pinterest:
“While the core gift-giving season may be over, shoppers aren’t putting away their wallets just yet.”
Pinterest further highlights:
“Q5, the week between Christmas and New Year’s Day, is one of the most active periods of the year on Pinterest.”
Following figures were quoted by Pinterest:
“55% of weekly Pinterest users keep buying online, and 45% continue buying in-store, giving brands an extra sales window and an important marketing opportunity.”
During Q5, Pinterest experiences one of its highest search peaks annually.
“Instead of finding gifts, shoppers are turning their attention to items that will make get-togethers with loved ones extra special in other ways.”
Especially in:
“Two of the most-shopped categories: Food and drinks, and Fashion.”
For example:
“Pinterest searches for ‘new year’s cocktails’ surge by 9.8x, and ‘nye casual outfit’ increases by 30x.”
Self-Care and Personal Treats Also Gain Traction
Pinterest sees notable growth in health and beauty searches as users look to treat themselves at year-end.
“We particularly see this happening in health and beauty, another top-shopped category on Pinterest.”
“As the year draws to a close, people on Pinterest are searching for ways to treat themselves, which we see in beauty categories like clear skin (+2.1x), detox bath (+48%) and body oils (+22%).”
Goal Setting and Planning Drive Additional Engagement
The platform also notes that:
“users are 2.4 times more likely than non-Pinners to set New Year’s resolutions during Q5, engaging in searches related to budgeting (+2.5x), personal finance (+2.3x), and home organization (+79%).”
This aligns with Pinterest’s core strength as a planning and inspiration tool, offering brands a prime moment to connect with users around forward-looking content.
For advertisers, Q5 presents a vital chance to capitalize on heightened consumer interest and efficient auction dynamics, with lower costs and broader reach.
Bottom Line
Pinterest’s visual search and AI-driven tools support discovery and decision-making in a period marked by consumer decision fatigue, making it easier for brands to engage shoppers effectively during this ‘bonus’ marketing moment.
Explore Pinterest’s full insights and strategies for optimizing your Q5 campaigns on their official blog here.