Post-Holidays Marketing and Trend Tips

Once Christmas wraps up, it’s pretty common for brands to ease off the gas. Campaigns start to settle down, budgets go on hold, and marketing teams often shift their focus to what’s coming up in the new year.

But Pinterest tells a different story during this time.

The usually quiet week between Christmas and New Year’s Day—what many now call Q5—is surprisingly one of the busiest and most valuable times of the year. Pinterest’s latest data backs up what savvy marketers are noticing: just because the holidays are over doesn’t mean people have stopped shopping. For brands that pay attention, Q5 can be an exciting way to close out the year.

Let’s dive into how Pinterest users spend Q5, why this week is so important, and how brands can join the conversation in a way that feels genuine, useful, and effective.

Q5: When Shopping Doesn’t Stop, It Shifts

Even though the big gift-giving season has wrapped up, Pinterest users aren’t finished shopping just yet.

According to Pinterest’s latest data:

• 55% of weekly Pinterest users continue buying online between December 26–31

• 45% keep shopping in-store during the same period

So, instead of being a slow period, Q5 is actually a bonus sales window that a lot of brands miss out on.

What really makes this time unique is people’s mindset. Instead of urgently looking for last-minute presents, they’re browsing with curiosity and intention, but without all the stress. It’s a more relaxed and often more likely to convert shopping atmosphere.

Pinterest also points out that search activity hits one of its highest peaks of the year during Q5, which makes it a great time for brands to stay visible instead of going silent.

Once the gift-giving rush ends, people’s shopping habits start to shift in a fun way. Rather than focusing on finding presents for others, shoppers begin to look for things that help them host gatherings, enjoy post-holiday deals, and treat themselves a little. 

Food & Drinks and Fashion become especially popular on Pinterest during this time, as people look for new ways to celebrate and indulge.

You can see this shift in the way people search on Pinterest. For example, searches for “New Year’s cocktails” skyrocket by 157%, and interest in “casual NYE outfit” grows fivefold. People are definitely still celebrating, but they’re planning smaller get-togethers, choosing comfy New Year’s Eve outfits, and creating special moments for themselves—without the pressure of gift-giving.

Self-gifting also takes center stage, particularly when it comes to health and beauty. Pinterest has noticed a real jump in searches for things like skincare routines (up 34%), branded fragrances (up 25%), and makeup storage ideas (up 75%). 

As the year comes to a close, more people are treating themselves, especially when it feels connected to self-care, starting fresh, or a sense of renewal.

Mindfulness, Resetting, and The Power of Planning

Beyond shopping, Q5 is also a deeply reflective period.

The space between Christmas and New Year gives people permission to slow down, take stock, and think ahead. And this is where Pinterest’s planning-first nature really comes into its own.

Pinterest users are:

1. 2.4x more likely to set New Year’s resolutions

2. 86% more likely to set goals than non-Pinners

During Q5, there’s a noticeable spike in searches for topics like managing debt (up 116%), personal finance (up 105%), home organization ideas (up 75%), budget-friendly home decorating (up 72%), and even hair care wraps (up 36%). 

In short, people are using this time to plan for a better version of themselves—across finances, emotions, and overall well-being.

For brands, this is a moment to shift messaging away from urgency and toward support, inspiration, and practical solutions. Content that helps users feel prepared, organised, or optimistic resonates far more than hard sales tactics.

Why Visual Search Wins During Q5

By the time Q5 arrives, many shoppers are tired.

They’ve hosted gatherings, planned meals, bought gifts, compared prices, and made countless decisions. This leads to something marketers don’t always account for: decision fatigue.

Traditional text-based search can feel exhausting during this phase. People don’t always have the words for what they want — they just want to see it.

This is where Pinterest’s AI-powered visual search becomes especially powerful.

Pinterest reports that 73% of consumers say Pinterest’s visual results are better than traditional search

Instead of needing perfect keywords, users can browse visually, refine ideas, and “wander with structure.” Whether it’s finding the right New Year’s Eve cocktail setup or discovering a new hair tool, Pinterest acts more like a visual shopping assistant than a search engine.

For brands, this means that strong visuals and clear context matter more than ever during Q5.

Why Q5 Is a Smart Investment for Advertisers

Beyond user behaviour, Q5 also offers practical advantages for advertisers.

After the festive rush:

• Competition eases slightly

• Auction dynamics become more efficient

• Lower eCPMs pair with broader reach

In other words, your ads can go further for less.

Pinterest also gives brands more control over the customer journey. Without external AI agents disrupting discovery, your products stay front and centre, helping protect margins, messaging, and customer relationships.

No matter your industry, there are ways to make Q5 work for you.

How Brands Can Make The Most of Q5 on Pinterest

To get the most out of Q5 marketing, it helps to think intentionally. Connect with nearby shoppers by using tools like local inventory ads, which let you highlight in-store availability, local delivery, or pick-up options—particularly handy for post-holiday sales. 

Keep an eye on Pinterest Trends, too, since search behavior changes quickly this time of year, and staying up-to-date helps you create content people are actually interested in. 

Finally, focus on being helpful instead of hyping up products—content that encourages reflection, organization, self-care, and a fresh start tends to resonate the most. Inspiration, guides, and practical ideas will always win out over pressure-packed promotions.

Don’t Skip The Quiet Week

The festive season may get most of the attention, but Q5 is where intention meets opportunity.

People are still shopping. They’re still searching. And they’re actively planning what comes next.

For brands willing to stay present — and show up with the right tone — Q5 isn’t an afterthought. It’s one of the smartest moments of the year to connect, inspire, and convert.

Sometimes, the most powerful marketing moments happen when everyone else has gone quiet.

If you need help creating your marketing strategy, feel free to get in touch.

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