Pinterest is transforming holiday shopping with innovative features and curated gift guides. From personalized wishlists to celebrity-endorsed ideas, the platform aims to make gift-giving easier and more meaningful.
The platform has launched a bold new approach to shopping, blurring the lines between inspiration and action with over 1,000 curated, shoppable gift guides created by celebrities, brands, and publishers. This year, Pinterest users can also shop directly from the platform with new product features for those perfect gift ideas.
With celebrities like Paris Hilton, RuPaul, Emma Chamberlain and K-Pop girl group TWICE, Pinterest is the go-to platform to find a gift.
Erin Elofson
“Holiday shopping can be overwhelming, but Pinterest is here to make it simple, creative, and fun,” said Erin Elofson, Vice President of Canada and APAC at Pinterest.
Pinterest said now with the new “quick save” feature, consumers can find and save Pins from the gift guides with one tap. Pinterest will automatically pull those saved Pins into the consumer’s very own shoppable “wishlist.” Pinterest users can revisit and shop all of their saved gift ideas in their wishlists.
With the new “holiday finds” tab, Pinterest has expanded shopping on the platform with a personalized feed tailored to gifts it thinks consumers will love. This special shopping experience uses the consumer’s unique searches and saves to recommend relevant styles and ideas that are must-haves for the holidays.
Elofson said “we’re really capitalizing on all the excitement on Pinterest related to gifting.”
“We’ve launched this year 1,000 new gift guides where basically a series of creators and publishers and merchants produce guides that inspire people and as you experience a gift guide and you’re basically shopping just like you would in a mall and you see something you love you can quickly save with one tap that item to your shopping list, your wish list and then it’s very, very easy to purchase those items over time,” she said.
“So it’s a very, very curated way to think about the holiday experience in 2024.”
A retailer’s best friend
Elofson called Pinterest a retailer’s best friend.
“It’s really the only platform where people come and they can find inspiration, they can browse and shop all in the same place. People come to Pinterest with a very open mind but with a very clear intent to shop and buy something,” she said.
“So it really makes sense to capitalize on all that raw interest there is on Pinterest to shop and combine that with the holiday season with a format in this gift guide that really brings all these experiences today in a really fun and seamless way.”
With more than a thousand curated gift guides spanning across 27 categories – from fashion and beauty, to travel and gaming – Pinterest said it is making the platform the go-to place to search for gifts that are heartfelt, on-trend, or completely unexpected.
It has partnered with celebrities, creators and brands to hand pick nearly 40,000 of the best gifts so consumers don’t have to. From Alicia Keys’ “Gifts that fill your Soul,” to Emma Chamberlain’s “gifts that literally everyone will love,” to Las Culturistas Bowen Yang’s “Gifts for your pop culture-obsessed bestie,” Molly Baz’s, “Gifts for the biggest, baddest dinner party,” Laufey’s “Gifts for a very Laufey holiday,” RuPaul’s “Hey Sis, It’s Ru’s List”—Pinterest’s gift guides have something for everyone on their list.
Pinterest gift guides include the latest deals and hidden gems from brands like Rare Beauty, Savage x Fenty, Sezane, Mejuri, Carhartt, Flamingo Estate, REI, and hundreds more. It has also teamed up with leading publishers, including Vogue, The Strategist, GQ, Air Mail, Refinery29, Eater, Poosh, and Wirecutter, for their top holiday picks.
“Creators, brands and publishers are really all at the heart of Pinterest,” said Elofson. “It’s really what drives our content ecosystem. If people go on Pinterest, they look for content that has a certain type of curation.”
On Pinterest, there have been over one billion searches for “gifts” or “presents.” Searches for “shopping wishlist” have increased over 950% compared to last year on Pinterest.
Photo: Pinterest website
For retailers and advertisers, Pinterest has launched a suite of new tools powered by machine learning to better help advertisers highlight their holiday shopping discounts.
The first tool is Promotions, which allows advertisers to showcase promotions like free shipping, sitewide sales, and buy one, get one offers to users based on their taste and preferences, with very little additional effort on the advertiser’s side.
Second, it launched new deal ad modules, making ads with special offers more visible to users with a carousel format, helping brands stand out during sale moments.
“Pinterest is leveraging AI to provide personalized recommendations that are thoughtful and relevant,” said Elofson.
“More than half of the people who come to Pinterest come to shop. In our Gen Z (report) Pinterest is one of the first or first place they go to start their shopping experience and so people come and they are super keen to find visual inspiration . . . People come to Pinterest to shop because they know it’s the one place they can go and get this very curated set of visual pieces of inspiration that they can go immediately and transact on and bring it to life.
“Shopping is very endemic to the Pinterest experience . . . We’ve been working for the last two years on really making our shopping experience on Pinterest as actionable as possible as well as being inspirational.”
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