Pinterest is encouraging marketers to kick off their holiday promotions well ahead of the traditional Q4 rush, pointing to data showing that user interest in festive shopping starts building as early as September. The platform positions itself as a hub for high-intent shoppers who begin planning gifts, meals, and seasonal traditions months in advance, giving brands that show up early a chance to influence purchasing decisions before competitors do.
Building a Strategy Around Automation and Testing
Pinterest laid out several recommendations for advertisers heading into the season. It suggested ensuring product catalogs and feeds are fully updated, along with clear performance goals established from the outset. The platform also promoted its AI-driven Performance+ tools, which streamline campaign management and are designed to improve efficiency. Pinterest reported that recent updates to its ad delivery system produced a 28% boost in return on ad spend during tests involving small and midsize businesses using ROAS-based bidding.
The company additionally recommended using seasonal moments like back-to-school and Halloween as testing grounds, allowing brands to refine messaging and creative before the holiday peak fully arrives.
Extending Momentum Beyond Christmas
Pinterest’s guidance doesn’t stop at December 25. The platform noted that a majority of its weekly active users, 55%, continue shopping in the window between Christmas and New Year’s Day, suggesting brands should maintain campaign momentum rather than pulling back once the holiday itself passes.
While Pinterest’s push for earlier, longer campaigns naturally benefits its own ad revenue, the underlying logic holds value: a longer runway gives marketers more room to test, learn, and adjust their approach before the highest-stakes shopping weeks of the year arrive.