The US is in the thick of COVID-19 cases for the second time. While holiday gatherings will be more mindful and on a much smaller scale, people on Pinterest have no plans of scaling back their prep. This week, we’ve rounded up the trending searches across Guests and Gifting for this period. Pinners are getting their homes ready to host guests for the holidays in the time of COVID. That means dedicating spaces for them (3x increase in "guest cottage"), going on a cleaning spree (nearly 9x increase in “diy home cleaning”), and of course, decorating (6x increase in "cloud lights"). In the midst of planning for others, Pinners have kept a keen focus on caring for themselves, with meditation and affirmation searches up as well (14x increase in "inspirational quotes positive").
And we are seeing a month over month increase in video Pin saves across various categories. Pinners are saving video Pins around a variety of topics (“christmas tree;” “stocking stuffer”) demonstrating an intention to move from inspiration to action.
Speaking of action — Pinterest-driven conversions are up in recent weeks within several verticals as Pinners prepare for guests, such as purchasing products to ensure comfort for their visitors (90% increase in checkouts for blankets; 55% increase in checkouts for space heaters).
We have also included a pulse on traditional holiday searches to support you with your holiday campaign strategy. Click here to download the PDF.
