As the festive season approaches, small businesses are gearing up to take advantage of the Christmas market. With limited budgets compared to large companies, small and medium-sized enterprises (SMEs) must strategically choose the right platforms to maximize their reach. Social media offers an excellent opportunity to connect with holiday shoppers, but which channel works best for seasonal success?
One platform that stands out for its ability to drive holiday sales is Pinterest. Unlike Facebook and Twitter, which are more focused on engagement and conversation, Pinterest offers a shopping-centric experience. It helps businesses connect with potential buyers in the early stages of the purchasing journey—when they’re browsing for ideas.
Pinterest has become a go-to platform for holiday marketing.
As of 2023, Pinterest remains a significant platform for holiday-related activities and shopping inspiration. While specific statistics for holiday-related pins and gifts aren’t as prominently reported for this year, the platform continues to be highly influential for festive seasons.
For example, in 2023, over 14.6 million celebration-related boards were created, showing that Pinterest is still a go-to platform for seasonal content. Additionally, 82% of active Pinterest users claim they’ve bought products based on the platform’s content, highlighting its ongoing impact on shopping decisions during holidays and beyond. Moreover, holiday and gift-related content still plays a major role, as Pinterest users frequently look for ideas and inspiration during festive periods (Social Media Dashboard)(Omnicore Agency).
This suggests that while the platform has evolved since 2014, Pinterest continues to be a powerful space for holiday marketing, helping businesses engage with seasonal shoppers.
That’s nearly 40% of Pinterest’s 100 million global users engaging with holiday content—a clear indication that Pinterest users love seasonal shopping.
For marketers, Pinterest’s Product Pins are invaluable. These special pins allow businesses to showcase their products with additional details like real-time pricing, availability, and purchasing locations. One of the key advantages of Product Pins is the automatic email notifications sent to users when prices drop, keeping customers engaged and informed about potential deals.
A powerful feature of Pinterest is its ability to extend your marketing efforts across multiple platforms. By sharing Pinterest boards on other social networks, businesses can further promote their collections of holiday gift ideas and products. This cross-platform visibility boosts engagement and helps businesses reach a wider audience without needing a larger budget.
This year, Pinterest introduced buyable pins for desktop, Android, and iOS users, making it easier than ever for customers to make purchases directly through the app. This seamless integration between discovery and purchasing reduces friction in the buying process and encourages more conversions.
However, there is a limitation—buyable pins are currently available only for U.S.-based businesses that sell goods in U.S. dollars. For companies outside the U.S., Rich Pins remain a valuable alternative. While they don’t allow for direct purchases, Rich Pins still provides extra details like real-time pricing and product information, helping to inform and entice buyers.
If you’re looking to optimize your holiday marketing efforts and make the most of platforms like Pinterest, our expert team at Matrix Internet is here to help. Our in-house digital marketing professionals can guide you through every step of the process, from crafting eye-catching pins to developing a tailored seasonal strategy.
Looking to optimise your own seasonal marketing strategy? Here at Matrix Internet we have a dedicated in-house Digital Marketing team to help you every step of the way. Find out more here.
By Jeff Sheridan
By Matrix Internet