Pinterest reveals key marketing moments and search trends for 2025
Analysis of Pinterest's 2025 marketing calendar shows distinct seasonal patterns in user behavior and planning cycles.
Pinterest unveiled its comprehensive marketing moments guide for 2025 on January 30, detailing key seasonal trends and user behavior patterns across the platform. According to internal search data from the UK spanning July 2023 to June 2024, users demonstrate distinct planning cycles for various occasions throughout the year.
The data highlights three primary categories of moments that shape user engagement: calendar moments, everyday moments, and life moments. Calendar moments, which include fixed events like Christmas and Easter, typically see search activity beginning two months before the actual date. For instance, Christmas-related searches show significant spikes in October and November, while Easter planning intensifies during February and March.
Among the most notable patterns, summer-related content shows sustained engagement from June through August. According to Pinterest's internal data, searches for topics like "summer hair," "beach time," and "international travel" maintain consistent volume throughout these months. The platform's analysis reveals that users actively seek inspiration for both seasonal activities and year-round interests.
Life moments, which encompass personal milestones such as weddings and new homes, demonstrate more distributed search patterns throughout the year. Wedding-related searches, for example, show particular strength in terms like "wedding dresses," "wedding ideas," "wedding cakes," and "wedding hairstyles," reflecting the personal nature of these celebrations.
The data presents interesting seasonal variations in everyday moments as well. Searches for "self-care season" peak in January, while "spring cleaning hacks" see increased activity in March. Summer months show heightened interest in outdoor activities, with "national parks" and "camping" trending in July.
For retail-focused occasions, the guide indicates that Halloween-related searches begin gaining momentum in September, with terms like "charspookerie board" and "spooky nail design" showing particular strength in October. The winter holiday season sees early planning behavior, with Christmas-themed searches beginning to rise as early as October.
Pinterest's internal metrics reveal specific timing patterns for cultural celebrations. Lunar New Year searches show significant activity in January and February, while Ramadan-related content sees increased engagement in March and April. These patterns underscore the platform's diverse user base and the importance of inclusive marketing strategies.
The retirement category demonstrates interesting search behaviors, with popular terms including "retirement quotes," "retirement cake," "retirement party ideas," and "retirement gifts." This reflects the platform's utility for both celebratory planning and life transitions.
Moving home-related searches maintain consistent activity throughout the year, with key terms including "new home card," "first home checklist," "smart home," and "housewarming party." This indicates the platform's role in supporting major life changes and home-related decisions.
The data also shows strong engagement around family-focused moments. Mother's Day searches peak in March, while Father's Day content sees increased activity in June. Baby-related searches, including terms like "baby shower ideas," "nursery decor," and "safari nursery," maintain steady volume throughout the year.
Birthday-related content demonstrates year-round search activity, with popular terms including "birthday cake," "birthday outfit," "birthday cake ideas," and "birthday wishlist." This reflects the platform's role in personal celebration planning across all seasons.
These insights emerge from Pinterest's analysis of UK search data, covering the period from July 2023 to June 2024. The platform notes that its advertising guidelines prohibit targeting based on sensitive categories including race, ethnicity, religious beliefs, and sexual orientation.
For marketers, these patterns provide crucial timing insights for campaign planning. The data suggests that successful engagement requires a combination of seasonal awareness and recognition of year-round planning behaviors. Pinterest emphasizes that while some moments follow predictable calendars, others require consistent, always-on approaches to match users' varied planning cycles.