“Christmas already?!” We hear you sigh. Sadly, in the world of advertising, Christmas campaign planning is already six months in the making. An interesting report released from Pinterest last week gives us some useful insight into the reality of what consumers want this Christmas, allowing advertisers to compare with what they thought they were going to want when those plans were all put together.
It’s going to be a big Christmas this year, with search terms around “Christmas inspiration” up 220% globally.
In the home
When it comes to home décor, the Christmas tree looks to be getting a bohemian makeover in many homes this year with “sunflower Christmas tree” (+ 66%) and “Boho Christmas décor” (+65%).
On the table
With video recipe tutorials continuing in popularity, cheese seems to be a firm favourite for dinner parties this season. Expect to be trying “Broccoli cheese balls” (+354%) or “Bacon wrapped jalepeno cream cheese” (+289%) at a party near you!
Under the tree
With sustainability a hot trend this year, it’s no surprise that DIY gifting is trending this season. You may find yourself receiving a “Homemade scented candle” (+461%) or “sustainable gifts” (+118%).
For brands, it’s certain that Christmas remains as important and competitive a season as ever for ad spend, but what’s for sure is that this year those advertisers that are brave and think outside of traditional content box look set to be rewarded. Search trends like these from Pinterest, and others from Google, help us to plan content that is going to resonate with our audience, and are an important bell-weather of the season ahead.