Pinterest data has revealed that Aussies are feeling the pinch in the run-up to summer as shoppers look to scrimp and save as the cost of living rises.
While sun-lovers are still looking to spruce-up their outdoor spaces, this year, shoppers are looking to save rather than splurge. Search data gathered by Pinterest shows that the time is ripe for outdoor hardware and furnishings brands to launch their advertising efforts.
Searches for “backyard oasis,” for example, have doubled in the last four weeks. Further insights show that these campaigns should have a focus on affordability and scalability.
Meanwhile, searches for “small vegetable garden” have jumped by 75 per cent in the last month. According to Pinterest, this suggests that green-fingered Australians are looking to beat rising food prices by growing their own. Similarly, searches for “DIY outdoor furniture” are up almost two-thirds. As a result, marketing efforts should focus on handcrafted projects available at an affordable price point.
What’s more, with Aussie homes shrinking every year, Pinterest reckons that advertisers should jump on searches for “liveable shed” and “small pool design,” as these increased by 90 and 130 per cent, respectively.
Brands who advertise on Pinterest have the ability to reach consumers arriving on the platform with intention, with 70 per cent of “Pinners” saying Pinterest is where they go to find new products, ideas or services they can trust, according to the company’s internal data.
