Social media platform Pinterest has released its 2025 Festive Season Marketing Guide, packed with insights to help brands capture shoppers’ attention at the most competitive time of the year.
With consumer spending tightening and ad costs rising, the 2025 holiday season brings new challenges for brands. Shoppers will be more selective about what they buy, while marketers face steeper competition for attention. So, as people start their holiday shopping earlier, the platform is advising marketers to do the same.
Festive season consumer behaviour trends for 2025
- 63% of weekly users are open to trying a new brand over the festive season.
- 66% of consumers say they see ads that feel irrelevant every day.
- Someone searches for a gift every six seconds between October and December on Pinterest.
- Almost half of monthly users create festive wish lists they revisit later, making it possible for brands to be discovered weeks before purchase.
- Self-gifting spikes in October, peaks in November and then shifts to ‘gift ideas for others’ in December.
This behaviour signals that seeding ideas early will help brands land on wish lists and in shopping carts.
Personalisation and curation drive conversion on social media
Today’s festive shoppers are social-native consumers. They’re used to feeds and algorithms that surface hyper-relevant content – and they expect the same level of personalisation from brands during the holidays.
Pinterest’s data shows that 55% of monthly users say they prefer personalised product recommendations during the festive season – 10% more than non-users.
Searches such as ‘gift baskets for him’, ‘creative gifts’ and ‘teen Christmas wish list’ highlight the appetite for tailored inspiration based on relationships and interests.
Brands that respond with thoughtfully curated festive boards – grouped by recipient, theme and price point – deliver ideas that feel personal and earn a place on shoppers’ wish lists, driving higher purchase intent.
Treat Pinterest boards as digital shop windows. Curate by persona (e.g., “Gifts for the Beauty Enthusiast”) and price tier (e.g., “Under £25”) to make it effortless for users to pin and purchase.
Pinterest ‘saves’ signal shopping intent
On Pinterest, inspiration is the first step to results.
55% of monthly users are more likely to purchase an item they’ve saved, and festive shoppers on the platform typically spend more overall.
These are thoughtful planners and generous gifters, which means high value for brands that reach them early with the right creative. In other words, a ‘save’ is a signal of intent.
Key takeaways for festive marketing in 2025
- Start early: Consumers are planning and creating gift wish lists as early as October, so brands that seed ideas early can land in shopping carts before competitors.
- Your creative is crucial: Social-native shoppers are selective. 66% of consumers see irrelevant ads every day, highlighting the need for tailored, high-quality creative that stands out.
- Personalise your content: Personalisation drives intent, with 55% of Pinterest users prefer personalised product recommendations.
Looking for more tips on Pinterest advertising? Check out our guide to Pinterest ads.
From creative strategy and content production to influencer partnerships and paid media advertising, we’re an integrated marketing and communications agency helping brands drive measurable results over in the festive period.
About the author
Natalie Clement | Digital
Marketing Executive
With international experience as a digital marketer, writer, and editor, Natalie has worked across sectors including lifestyle, technology, and tourism.
