Retailers Pin Hopes on Christmas

Brands relying on social to boost sales this holiday season

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With retailers ringing up unusually high sales using Pinterest—arguably the year’s biggest digital-platform sensation—marketers are getting ready to pin holiday gift ideas and seasonal content like glittering ornaments to a virtual Pinterest Christmas tree.

“We will post a sharable, interactive gift guide and offer how-to videos and tutorials for looks to help [customers be] party ready,” said Bridget Dolan, Sephora’s vp, digital media. “Pinterest has great potential for the holidays.”

Sephora counts 64,000 followers on Pinterest, a sizable audience for any brand on the young platform—but still not much in terms of social media scale.



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