Michaels to Bring 360-Degree Immersive Holiday Shopping Experiences to Pinterest

Each virtual room includes do-it-yourself projects and shoppable products

Pinners will be able to explore 360-degree experiences in three themes Michaels/Pinterest

Arts-and-crafts retailer Michaels teamed up with R/GA Austin to bring three virtual holiday shopping experiences to Pinterest, starting Saturday (Oct. 31).

Pinners will be able to explore 360-degree experiences in three themes: Peppermint Lane, Silver and Snow, and Winter Wonderland.

Each virtual room includes do-it-yourself projects and shoppable products, and Pinners exploring the Pins will see DIY gift boxes, gift wrapping and holiday wreaths, as well as decorative products including advent calendars, ornaments and Santas.

Michaels’ goal was to enable people to feel confident about holiday shopping without having to go to physical locations during the pandemic.

Pinterest said holiday searches on its platform were up 77% in April compared with April 2019, including an increase of three times in searches for Christmas gift ideas.

Michaels senior vice president of marketing Ron Stoupa said in a statement, “At Michaels, we are proud to serve as a source of seasonal inspiration for our makers. With a majority of our community searching online for décor this year, we are excited to be partnering with Pinterest to offer a new virtual way to explore our assortment. The creation of ‘Holidays Made By You’ is designed to meet our customer how they want, where they want and when they want, which is why Pinterest was a great partner for this immersive 360 experience. We believe this program not only delivers a unique user experience, but will also spark creativity for makers as they begin to plan their holiday seasonal.”


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