Twitter, Snapchat & Pinterest Share Christmas Trend Insights
The 2020 holiday season poses obvious challenges for brands as consumer needs and behaviours remain unpredictable due to pandemic restrictions. In response, Twitter, Snapchat and Pinterest have published insights for marketers seeking to engage with consumers across social platforms ahead of Christmas.
"Everyone's craving the warm vibes the season brings," according to Twitter. The platform has seen a 59% increase in holiday-related tweets in 2020 compared with last year. In terms of consumer needs, 60% of people on Twitter expect this year's holiday routines to change, and the platform encourages brands to "support and inspire new traditions" that bring people together. An example of this is US TV channel Hallmark's #CountdownToChristmas movie marathon.
Snapchat is enticing brands with new data on users' holiday season habits. According to the platform, one in four users rely on Snapchat for gift-giving inspiration and 80% plan their holiday gift giving using the app. Due to Covid-19 restrictions, online shopping is predicted to see an uplift: 76% of Snapchatters say they're planning to buy their holiday gifts online compared with 47% last year. Purchases will be more values-driven: 20% of Snapchat users are intending to buy from brands that are helping the community.
Holiday searches on Pinterest were up 77% in April 2020 compared with the same period last year, including a threefold increase in searches for "Christmas gift ideas" eight months before December. The platform has launched a holiday gift guide based on users' most-searched gift ideas. These include "learning toys" (a 96% increase in searches compared with 2019) and "cute loungewear" (5.6 times increase).
For more on holiday season marketing, see A (Covid-19) Christmas Like No Other: Key Brand Steers. For the latest social media trends, check out our current Pop Culture Pulse: Real-Time Online Communities.