As marketers gear up for the holiday rush, Pinterest is already looking past it. The platform has released new Pinterest post-holiday marketing tips, advising brands to adjust their strategy for the period after Christmas, when consumer intent changes sharply.
Pinterest refers to the week between Christmas and New Year’s as “Q5,” a high-engagement window driven by increased searches and saves. According to the company, the mindset shifts from gifting to self-purchase, from celebration to planning, and from browsing for others to acting on ideas for themselves.
Shifting From Gifts to Personal Use
Pinterest’s first recommendation is to move campaigns away from gifting and toward personal use cases. That change should show up in creative too, with gift-led presentations replaced by personal, everyday contexts that reflect how people will actually use a product.
From Festive Celebration to Planning
The second tip focuses on the new year’s appeal of self-improvement. Pinterest suggests brands keep some of the season’s warmth while leaning into what comes next, with Pins centered on planning, organization and routine updates.
The third tip is to replace seasonal urgency with utility. Once the holidays pass, last-minute gift pressure disappears, so brands should show how their products fit into daily routines and help people get organized, plan ahead and make life easier.
Pinterest also noted that goals should shape the approach. For awareness, inspiration and a fresh-start message may work best. For consideration, brands can show how products fit the routines and plans people are shaping next. For sales, product-led creative can help people act quickly and simply.
To support the shift, Pinterest highlighted its improved ad tools, its Media Library and its Smart Assembly process, which can convert existing assets into ads.
The advice follows earlier guidance urging brands to launch holiday campaigns early, and it underscores that the selling season doesn’t end on December 25.