Pinterest Explain how Brands can capitalize on the most romantic day of the year.
Pinterest said that this year, users are still planning on celebrating Valentine’s Day, but are more interested in date ideas at home rather than the traditional (and, some may say, cliché ) romantic dinner.
Searches for ‘date ideas at home’ have increased among all users, and doubled among Gen Z users (those Pinterest counts in the 18-24 market).
9 out of 10 Pinterest users rely on the app to make purchasing decisions, so brands can help them make their ideas a reality. Here are some insights from Pinterest about how brands can reach consumers this February 14th:
Home Decor
Brands can help Pinterest users plan a fun date night at home with a little bit of imagination. Flowers and party companies can inspire people to decorate their own “romantic room surprise 36x” by creating Carousel Pins with different products displayed such as balloons, flower petals or garlands.
Home decor brands can provide tips to organize an “Indoor picnic date 2x” or a “Movie date night at home 2x” by creating Collection Pins to showcase all the necessary equipment such as blankets, sofa and floor cushions, glasses and light tableware.
Food
Valentine’s day themed food and drinks are always popular among Pinterest users, but this year, themed baking has become a Gen Z favourite with searches increasing by 8.5x for “Valentines baking”.
Food and beverage companies can give ideas to aspiring bakers by creating fun video ads of Valentine’s Day recipes, notably with strawberries, which are one of the most searched ingredients for this holiday (Valentines strawberries ideas 30x).
Beauty
Beauty and retail brands have the opportunity to guide Pinterest users to find the perfect nails and make-up look for Valentine’s Day.
Pinterest users are particularly searching for “Valentines nail art design” which have increased by 15x, giving an opportunity for nail care brands to share products and fun designs ideas for these creative nail arts.
Gifts
Consumers come to Pinterest with commercial intent, and for Valentine’s Day, they are looking for gift ideas for their loved one(s) but also to treat themselves. This year, jewellery remains a popular option, especially “black bead necklace” and “pearl necklace design” for which searches have respectively increased by 84x and 106x on Pinterest.
Jewellery and retail companies can easily upload their product feed on Pinterest and create Product Pins mentioning the price and availability, two key insights to inform a purchase decision. Ahead of Valentine’s Day, they can specifically promote their black bead and pearl items in order to reach Pinners searching for these products but who are still undecided.
All of Pinterest’s Valentine’s day trends are calculated by comparing the two week period of 12/18/20 – 1/10/21 to the same time frame the prior year. Pinterest’s top insights for 2021 as a whole can be found here.
