6 Early Holiday Shopping Trends That Pinterest Believes Will Maintain Their Momentum

People spent an average of $970 during the 2017 season

More than 62 million people came to Pinterest for holiday ideas and gifts in 2017 Pinterest
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The holiday shopping season is fast approaching, and Pinterest offered a sneak peek at the trends that are already emerging on its network.

Pinterest partner insights lead Thea Carp said in a blog post that more than 62 million people came to Pinterest for holiday ideas and gifts in 2017, and people spent an average of $970 during last year’s holiday shopping season.

Pinterest analyzed searches containing the word “gift” from January through June and compared them with the same time period in 2017, uncovering six areas that are trending upward:

  • Home décor has seen year-over-year growth of 123 percent in searches, driven by topics such as brass kitchen hardware, terracotta candle holders, crochet blankets, fairy lights and copper kitchen utensils.
  • Searches for jewelry were up 37 percent compared with the first six months of 2017, with top trending pieces including dainty gold rings, vintage emerald engagement rings, leaf earrings, pineapple pendants and leather bracelets.
  • Technology is everywhere, and searches for tech accessories such as functional backpacks, charging cables and organizers, wearable tech and personalized tech drove the category up 34 percent year-over-year.
  • Who says it’s better to look good than to feel good? Saved ideas in the wellness category skyrocketed 231 percent year-over-year, with trending ideas including essential oils, hydration jugs, workout outfits, shower melts and aromatic playdough.
  • When you think of holiday gifts, you think of toys, and so did Pinterest users, as ideas including touch-and-feel color cards, calm-down glitter bottles, stuffed animal hammocks, take-along Legos and eco-friendly games pushed the category up 32 percent compared with the same time period last year.
  • Holiday gatherings were top-of-mind, as searches for hosting were up 21 percent year-over-year, led by infused syrups, sangria mocktails, tea party food, keto mug cakes and mimosa fixings.

Carp also shared the following takeaways for brands on Pinterest: “Gifts for previously overlooked recipients are on the rise. People on Pinterest are keeping their work wives (and husbands) in mind, as we’ve seen spikes in searches for co-worker gifts this year (“coworker Valentine’s Day gifts” up 4,100 percent year-over-year). Colleagues, clients and vendors are sure to continue to feel the love as we move into the holidays. Also standing to benefit: Marketers that keep these new recipients in mind. Think of light-touch creative ways to show how your products stretch for broader audiences—personalized tech works for everyone on your list. Remember, something scalable is key.

She continued, “Experiential gifting occasions are also looking up for 2018. We’ve seen gift baskets rising in popularity (“movie night gift basket DIY” up 257 percent year-over-year). As we get closer to the holidays, think about creative opportunities to build new gifting moments around holiday experiences, like delivering a care package filled with all the hosting must-haves (infused syrups, mimosa fixings, etc.) to ease the nerves of a Thanksgiving dinner host.”

david.cohen@adweek.com David Cohen is editor of Adweek's Social Pro Daily.