With the holiday push underway, Pinterest is urging marketers to plan for what comes right after. Its new post-holiday marketing tips focus on the week between Christmas and New Year’s, a stretch often called “Q5.”
“On Pinterest, the week between Christmas and New Year’s — also known as Q5 — is a high-engagement period, driven by increased searches and saves,” the company said. “But the mindset shifts: from gifting to self-purchase, from celebration to planning, and from browsing for others to acting on ideas for themselves.” Pins and Pin promotions need to follow that shift.
Move campaigns away from gift-led messaging toward personal use cases. Visuals should follow, trading wrapped-gift presentations for everyday, personal contexts.
The new year sparks renewed interest in self-improvement. Keep some of the season’s warmth, but lean into what’s next: planning, organization and routine updates.
Before the holidays, urgency drives purchases: getting gifts in time and finding last-minute presents. That urgency disappears immediately afterward. Instead, show how products fit into daily routines and help people get organized, plan ahead and make life easier.
Pinterest added that emphasis should vary by objective:
To repurpose existing assets for the new focus, Pinterest points to its Media Library and Smart Assembly, which can convert existing assets into ads.
Prepare two sets of creative before the holidays: gift-led assets for December and self-focused, planning-led assets ready to swap in on Dec. 26. Brands selling in markets with a second gifting moment soon after, such as Lunar New Year, can plan a second swap back to gifting. Having both sets ready reduces gaps when teams are offline over the break.
For more holiday consumer behavior data, see Google’s Holiday Travel Trends 2026, and for how Pinterest frames trend data, see Pinterest’s First Beauty Trends Report.
The week between Christmas and New Year’s, which Pinterest says is a high-engagement period with increased searches and saves.
Shift from gifting to personal use, from celebration to planning and routines, and from seasonal urgency to everyday utility.
Awareness: inspiration and fresh starts. Consideration: fit with new routines and plans. Sales: product-led creative that makes acting on plans easy.
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