Pinterest search trends are often a good reflection of our collective goals and culture, and therefore an important indicator for marketers to follow. In the past, Pinterest searches have highlighted the growing empowerment and independence of the modern woman, as well as a push for a more culturally sensitive Halloween. This year, the pandemic has caused a rise in searches that will inspire a cozy, solo, indoor Christmas.
“We are continuing to see searches for solo holiday (sigh),” said Amanda Switzer, Pinterest spokesperson. “With the pandemic limiting how much time we can spend with loved ones, searches on Pinterest for ‘Christmas alone’ have nearly doubled when compared to the same time last year. This overwhelming increase shows that many are looking for ways to feel better during the holiday time.”
A depressing reality, but on the bright side, at least it means that some people are taking the virus seriously. According to Hopper’s Holiday Travel Confidence Report, published in September, 21% of surveyed consumers said they do not plan to travel for the holidays this year, though in a typical year they would. That said, 39% do plan to travel, but with cases rising across the country post-Thanksgiving and the CDC urging Americans to stay home, people may be rethinking their holiday travel.
Hence the uptick in solo Christmas inspo. These are year-over-year trends for Pinterest searches, according to Switzer:
- Lonely Christmas +62%
- Solo Christmas +71%
- Christmas alone +93%
- Cozy Christmas +4.5x
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Being responsible and sacrificing holiday gatherings hasn’t been easy for everyone, so we’re also seeing that Pinterest users are pinning more posts about goal setting for a new month and mental health activities, with searches for ‘Stay Calm’ quotes increasing 385%, for “anxiety relieving activities” increasing by 81% and for self care bullet journal ideas doubling.
“Pinterest insights have shown Pinners are putting emotional well-being top of mind as they adjust to changes in their lives due to the pandemic while reevaluating what’s important,” said Swasti Sarna, insights manager.
The way Pinterest is both supporting its users through this time, as well as capitalizing on the moment, is definitely a bit of marketing inspiration worth a pin in your brand’s moodboard. For example, Pinterest offers a variety of emotional wellbeing activities, like exercises for gratitude and self-compassion that you can do right from the app by searching #pinterestwellbeing.
And last month, Pinterest launched The Emotion Scientist, a new weekly interview series featuring Dr. Marc Brackett, Director of the Yale Center for Emotional Intelligence and author of Permission to Feel, that will reveal strategies for managing our everyday emotions.
Brands can jump on this bandwagon with careful messaging that both encourages solo Christmas ideas and lets customers know they’re cared for: Think Christmas tree scented candles with funny (and branded!) labeling, care packages for solo holidays, even gingerbread house giveaways on social media! With a little creativity, the options are endless. And for those spending Christmas alone, make the holiday yours! Practice gratitude and start that bullet journal. Buy yourself a present. Order in your favorite meal. Make a bed of comforters on the floor and watch Die Hard and eat homemade cinnamon buns.